The practical craft of a regular issue.
THE SHAPE THAT WORKS
One main thing, said well Possibly one short secondary item A clear action
Not six sections nobody reads.
LENGTH
Short. A newsletter readable in a minute is read; one that is not is deleted.
If you have a long article, link to it rather than including it all.
TONE
The way you would write to a customer directly. Not corporate.
For a small business, sounding like a person is an advantage a large competitor cannot match.
THE OPENING
Say what this issue is about in the first line. Not a greeting and a paragraph of preamble.
THE ACTION
One. Specific.
WHAT MAKES PEOPLE STAY SUBSCRIBED
Usefulness. Every issue should leave the reader slightly better off.
A newsletter that only ever promotes is unsubscribed from.
THE TEST
Would you read this if someone else sent it?
If not, do not send it.
