Your newsletter’s got a lot in common with a sixth grade dance. (Gee, I must’ve really enjoyed those dances, this is my second time using them in recent months ;-).)

Everyone clusters around the outer edges, no one really talking, absolutely NO dancing, maybe a few people drinking punch, but mostly, everyone looking pretty darn awkward.

Just like at those dances, your readers (to a certain extent) are trying to be invisible. They don’t really want you to know they’re there–they don’t like the idea of your tracking their click-thrus or registering their opens.

Face it, readers are wallflowers.

So, how do you get them out there, mixing and mingling, making friends and chitchatting?

These are five ways to fully engage readers so you won’t ever again see them all lined up against the walls like sixth graders.

1. Ask for something.

You might ask readers for feedback, that they forward the newsletter to a friend, or that they offer you some advice. Most everyone likes to be helpful, and as long as the investment’s small, you’ll find your readers eager to chip in.

Just make sure your “ask” is really specific. And, don’t ask readers for a long list of things. You’ll only confuse them and wind up with many of them still glued to the wall.

2. Don’t push.

Think back to those sixth grade dances. Everyone was uncomfortable enough, but imagine you’re there and your MOM is chaperoning.

She’s standing right by your side, pushing you to ask this kid to dance, or to go over and talk to that one. Suddenly, you’re mortified, right? Same with your readers. If you force them to take action, they’ll take a step right off the deep end of discomfort.

3. Offer them something.

Whether this is something for sale, a gift, or a bit of a tip. Your newsletter should be about an exchange–you give something, they give something. So, offer readers discounts, presents, helpful information, and they’ll pull themselves away from the wall.

Try to balance out your offers. Sometimes, offer readers a special discount, others offer them a gift. You want to avoid the trap of always offering the same thing to appeal to a wider number of readers.

4. Provide guidelines.

Remember those sixth graders again–they’re disaster-scenario-experts. If you go and ask someone to dance, they won’t just say no… Rather, they’ll haul off and slap you, tell all their friends, and get you expelled!

Your readers have a similar disaster-orientation. They’re looking at the worst thing that could possibly happen next. Reassure them by making it really clear what will, and WON’T happen.

5. Get out and dance yourself.

Remember at those dances, things were really only awkward until people started dancing. So, get out there and dance!

When you’re having fun with your topic, asking questions that are enjoyable to answer, and just plain having a blast, readers will clamor to join you. So, remember to find ways to really enjoy your topic and your audience!

With these five guidelines in mind, you’ll find your dances with readers are a lot more fun! You’ll have those readers off the walls and on the dance floor in no time.

Postal rates are on the rise again, and if you’re mailing out your monthly newsletter, you’d likely like to save money on your postage costs. You may think there’s no way around the first class price tag. However, we’ve got seven easy ways to spend less for the same distribution.

Don’t Mail It

1. FAX it. If most of your readers are local and have fax numbers, ask them if they’d mind if you faxed it. Keep in mind that some of your readers may prefer to have it mailed.

2. Email it. You can email the newsletter in plain text or HTML format, or you can email a notice that the latest edition is available on your website.

3. Hand-deliver it. If a number of your subscribers live in the same area, you might consider paying someone to hand deliver it. Or, you can drop it off yourself. It’s a great way to re-connect with customers.

Get More for Your Stamp

4. Send it as a bill insert. Enclosing your newsletter as a bill insert is like getting a two for one deal at the post office.

5. Conduct some research. Include occasional surveys for your readers. This can provide you with valuable feedback that’s worth more than the price of a stamp!

Post Office Tricks

6. Get a bulk postage meter. Call your county’s main branch post office for details.

7. Use a standard size. You may be paying more because your newsletter doesn’t fulfill post office specifications. Ask at your local post office for a chart of the various sizes you can use.

With a little innovation (or a little less innovation), you can be on your way to saving money on your newsletter delivery.

To be nobody-but-yourself — in a world which is doing its best, night and day, to make you everybody else — means to fight the hardest battle which any human being can fight; and never stop fighting.

e. e. cummings

Being yourself. They say it’s the secret to being happy :-). And, according to mr. cummings, it’s the hardest battle you can fight.

But, it’s also the secret to a truly great newsletter.

Yesterday I received an email from a fellow who has a list of about 9000 readers. His monthly newsletter is on the short side–one feature article and an advertisement.

He wrote because his readers don’t respond the way he’d like them to. They don’t send feedback about the issues, they’re not buying at a “normal” rate.

But, his biggest concern is that he’s not touching readers. And that’s a problem.

You know where I’m going with this :-). What his newsletter was missing was HIM.

See, newsletters don’t touch readers. They’re cold, impersonal, emails.

But YOU can touch readers THROUGH your newsletter.

And you do that by ADDING more YOU to your newsletter.

Like e. e. cummings says, it’s the hardest battle you can fight. BUT, it’s also the only thing that makes a newsletter worth publishing.

Because, face it, a newsletter that makes profits is nice. And a newsletter that gets you lots of nice emails from readers is nice.

But the only thing that makes it REALLY worthwhile is knowing you touch readers.

If you’re confused about adding more of yourself to your newsletter, these three steps will get you started.

1. Share personal stories. Take something that’s happened to you in the last few days and relate it back to your newsletter topic.
2. Share your mistakes. Mistakes make us human. And it’s those mistakes that often touch your readers the most.
3. Share your triumphs. Readers want to hear about your wild successes, too. Make sure to balance the mistakes with successes.

I have a friend who thrives on criticism. He loves it when his readers write him with complaints, arguments, and typos.

If you’re like him, and *like* to be abused by your readers
;-), skip today’s article. It’s not for you.

But, if you’ve ever gotten an email that left you shaking your head and wondering, “What did I say that made them think they could *say* that to me?” then this article’s for you. Today you’re going to learn what to say to make your readers behave.

First, let me set something straight. I love hearing from you. And, I don’t ever want you to worry before writing me. If you have a complaint, I want to hear it.

In fact, I bet you feel the same way about your readers, too. You certainly don’t want them to feel like they can’t be honest with you.

But, there’s a huge difference between honesty and brutality. And some readers need a little guidance on where the line is :-). So, today we’re going to talk about how you can draw that line.

It all starts with you

Like everything about your newsletter, the way your readers respond to you starts with the way you talk to them.

If you’re abrupt with your readers, if you cut straight to the point, if you tend not to dillydally around, that’s how they’re going to interact with you.

If you are always polite, demonstrate impeccable manners, and show up in their inboxes well-groomed and ready, that’s how they’re going to interact with you.

One way isn’t any better than the other. But, if you don’t like the way your readers are responding to you, your first look needs to be at how YOU’RE setting yourself out there. How YOU’RE approaching them.

See if you detect a pattern in the way your readers respond to you. And, if you do, chances are they’re reacting to the way you’re presenting yourself in your newsletter.

For instance, I don’t say, “Tear my newsletter to shreds and tell me what you think of it” ;-). And not one reader ever has. But, if I were to tell you again and again, “I’m tough! Go ahead and tell me what you hate about NIF,” you’d probably comply.

Make sure you’re not asking for something you don’t want from your readers.

Your readers don’t live in a bubble

The second thing you need to look at is the frame of mind readers are in when they read your newsletter. Where are you connecting with them?

If, for instance, you write a newsletter for WWF fans, readers are probably in a different frame of mind than if you write a newsletter for gardeners, even if the audience is made up of precisely the same people.

Is there something about your topic or your reader’s frame of mind that’s inherently critical? Competitive? Gentle?

You need to meet readers where they are. If you want them in another frame of mind as they read your newsletter, you’ll need to help them make that shift. In EVERY newsletter.

So, if you don’t think there’s something you’re doing that’s encouraging readers to respond to you in a way you’d like to change, then perhaps it’s the mind set they read your newsletter in. Take a look at their expectations and their interactions with other information on the same topic, and then consider how you might shift them into the place you want them to be in.

Your readers have bad days

Just like anyone else, readers have bad days. They have little triggers that set off bad reactions. They have words they hate. Names that make them cringe. Colors that set them off.

For instance, when I was just a tot and misbehaving, my father would call me “Young Lady.”

To this day, when I hear someone addressed as a “Young Lady,” I instantly don’t like the person who’s voiced the words. Instantly.

Yep, it’s irrational. And, a little bit weird. But we all have those triggers.

And you can’t know what’s going to trigger that response in a reader. In fact, you’re probably not even aware of many of your own triggers, let alone the triggers of those around you.

So, this means that at the end of the day, if you can’t quite figure out what’s set a certain reader off, you should just let it go. Chalk it up to their having a bad day, be gracious in your response to them, and let it go.

It’s sort of a golden rule for newsletters. Decide how you want to be treated and treat your readers accordingly. You’ll still get reader complaints, but they’ll be presented in a respectful way. And you’ll get plenty of reader compliments.

Ultimately, what’ll keep your readers “behaving properly” is your being completely true to yourself.

When you write an article, is it all about you? Your thoughts, your insights, your opinions, your voice? Or do you include other people’s voices in the form of interviews and research? If your articles are nothing but a monologue, it’s time to start adding voices.

Voices make your piece more compelling. They make you look more knowledgeable and solid. Plus, they’re visually appealing. “Readers love quotes,” says Marjorie, an assistant at The Write Exposure. “What’s more,” she says, “they impart texture. No two people talk the same way.”

How do you go about getting quotes? The same way reporters do:

1. Ask people you know. “Talk to customers, employees, and friends. Everyone likes to be quoted,” reports Daniel, a customer relations guy at The Write Exposure.
2. Ask people you don’t know. “After I’ve exhausted my network, I pull out the yellow pages,” says Alice, a freelance writer. “I just start at the top of the listings and work my way down. I always find someone to talk to before I make call number six.”
3. Surf the Internet. “I love interviewing online,” Greg, a writer for The Write Exposure, says. “It’s quick and easy. You don’t have to worry about misquoting someone and it enables me to interview, like, someone in Bangladesh or Australia.”
4. Use a resource. “Lots of people like profnet.com, because it’s online,” Samantha, a freelance writer, revealed. “But I prefer the Yearbook [1-800-YEARBOOK to order] because I can skim through it and something always catches my eye.”
5. Ask someone else. For myself, I often find all the leads I turn up doing research lead to more leads. The trick is to end each interview with a request for another source. “Who knows almost as much about this topic as you do?” or “Who has the worst argument for why you’re wrong?” often work well. Make sure you’re talking to people on both sides of the issue so that your article will be well-balanced.

Quotes are the spice for your piece. The, as Marjorie said, “texture.” They show you’ve done your research and that you’re not the only one who feels a certain way. They also add visual interest. In fact, some readers only read articles with quotation marks in them. So go to the trouble to find a few extra quotes. Your reader will appreciate it.

In part one of Do You Commit These Seven Deadly Newsletter Sins?, we discussed three major mistakes newsletter publishers make: taking subscriber feedback too personally, sending newsletters that are hard on the eyes, and having impossible unsubscribe functions.

Here, we’ll take a look at the four remaining deadly sins. Each of these sins relates directly to increasing sales. Make any one of them and risk not only your subscriber’s good graces, but also your credibility and bottom-line impact.

You’ll notice each of today’s sins has to do with reader expectations–what do you tell them you’re sending them? How often? Who’s it from? When you ignore readers’ expectations, you’re fighting an uphill battle for their trust and attention.

Thou shalt not under deliver.

Is your newsletter monthly, bimonthly, quarterly, semiannually? If your website promises a monthly newsletter but you typically publish less frequently, you’re losing credibility.

Newsletter publishing 101 dictates you set a schedule and stick with it–no matter what. If your subscribers expect to hear from you every other week and you miss an issue, you may not receive any complaints, but you can bet subscribers noticed. When your newsletter lacks consistency, subscribers wonder about your company–can you be counted on for timely delivery of their orders?

Repeat after me:

“We demonstrate our reliability by publishing regularly.”

Thou shalt not over deliver.

There is little that’s more annoying than receiving a newsletter from a company three times a week when the newsletter’s only supposed to come monthly. And yet, publishers do this all the time–skip three month’s worth of issues and then try to make up for it in a two-week span.

Only send the newsletter as often as your promotional materials say you will–no more, no less.

Oftentimes, lack of consistency in delivery can be smoothed over by saving all those “inspired” issues. So, next time you get the urge to knock out three newsletter issues in a week, go ahead and knock them out. Then save them in your files for times when you don’t have time to work on the newsletter. This way, you won’t deliver more often or less often than readers expect.

Repeat after me:
“Our subscribers don’t want to hear from us once a day. No one has that much to say.”

Thou shalt not be afraid to advertise.

If you’ve ever asked us to critique your newsletter, chances are good one of the first things we mentioned was that you needed to advertise more prominently. In fact, according to several readers recently (who wrote to ask why we published the newsletter), we need to do more of it ourselves.

Your newsletter should advertise your products and services. How much space you devote to advertising depends on your company, your audience, and your products/services. Typically, though, somewhere between 20-35% is a good ratio.

Repeat after me:
“Subscribers get suspicious when they can’t tell what we’re selling. Plus, if you don’t make them any offers, how can they buy from you?”

Thou shalt not be unbranded.

All your communications with subscribers should come from one email address and name (whether that’s a company name or a person’s name). This means as a subscriber to your newsletter I shouldn’t get a message one month from “Marketing Department” and next month from “John Smith.”

Also, all your emails should have a similar look, whether they’re newsletters, solo advertisements, supplements, etc. This way subscribers know the communication is from you, even if it’s not about your company specifically. Without a similar look, subscribers may fear you’ve sold their names to other companies.

Repeat after me:
“Subscribers should be able to put all our communications together in an instant. From “from” field to appearance, our emails should have a similar look and feel.”

For more deadly sins to avoid, check out Part I in this series.

Why do you publish a newsletter? Is it to inform, delight, and educate readers? Then you’re halfway to newsletter success. But there are still pitfalls to be aware of. In part one, we’ll cover the deadliest of them all: lack of subscribe functionality, bad design, and being boring.

Thou shalt not keep subscribers on thy list against their will.

How you handle unsubscribe requests is absolutely crucial to your newsletter’s success and your company’s reputation. Lately, it seems I can’t get off anybody’s list anymore.

Now, I’m not talking about lists that are obviously spam that only include an unsubscribe link because the rule of writing spam is that you absolutely must be as annoying as possible. Rather, my inbox lately has been filled with genuine newsletters for which the unsubscribe simply isn’t working.

One newsletter I received recently contained a link (much like the one at the very bottom of this issue) that was supposed to be personalized with my email address. Rather it looked something like this: http://www.companyname.com/unsubscribe.php?paul@domain.com.

I have a sneaking suspicion that all of the newsletters went out with the same email address. I hope Paul doesn’t mind being unsubscribed a dozen times!

Of course, problems happen with email systems. And there will be times when links are broken or incorrect.

So, it’s not so much a perfect subscribe and unsubscribe process that’s crucial (though that’s nice), but rather a genuine, real person readers can write to when they run into problems. For Newsletters in Focus, that’s me–if you have trouble with the unsubscribe process, just send me an email and I’ll get it taken care of. (It doesn’t have to be the company’s president–I just like knowing with absolute confidence that it’s been handled.)

Repeat after me:

“We will let subscribers unsubscribe. We will even help them if need be.”

(And, remember, people who don’t want to be on your list anymore, for whatever reason, aren’t likely to be your target audience anyway.)

Thou shalt not deliver painful-to-look-at pieces.

Huge pet peeve: HTML email newsletters with solid yellow backgrounds and red text. Really, who thinks that’s a good idea for a color scheme?

If you can’t or aren’t going to hire a professional designer, stick to plain text. No matter what everyone says, you don’t *have* to offer an HTML version. In fact, if it’s going to be poorly designed, badly coded, or enormous in size, it’s better for your reputation if you don’t bother.

Sure, HTML, when done right, is great. It’s easier to read, tends to have higher click-thrus and conversion rates, and makes your company look like they keep up with the times. But, when it’s done wrong, it’s impossible to read and makes your company look like they don’t care about the times.

Study after study has demonstrated that people evaluate a website’s credibility based on the design. What makes you think your newsletter’s any different?

Want some basic rules to follow when designing your newsletter? Start with a white body, black text, add a dash of color (beginners should stick with one accent color), and maybe a graphic or two. Unless you’re experienced with design, simple really is best.

Repeat after me:

“We publish at the pleasure of our readers. We don’t want to cause them pain.”

Thou shalt not be boring.

A few days ago, I received an email from a reader that made me want to turn off the computer, lock up the office, and go home and back to bed. It was, well, pretty vicious.

Instead of closing up the office for the day, I forwarded it to one of my colleagues, asked him if I could tell the reader off (he kindly gave me permission), and then wrote the reader a quick “Thanks so much for your feedback. It really does help us improve the newsletter,” email (that was a little less generic). Sure, it bothered me a little the rest of the day–but now that I’ve deleted it, I’ve completely forgotten what it said.

The first time you get a nasty email from a reader, you may be tempted to stop publishing an authentic newsletter–better to stick with safe topics and viewpoints, right? Absolutely not. There are hundreds of thousands of email newsletters out there. And you can bet other publishers cover the same topics you do. All that separates your newsletter from others is you (and your team).

Chances are, for every one negative email you get, there are at least two or three readers who genuinely appreciate your newsletter. Even if they don’t write and tell you.

When you’re too concerned with how something might be interpreted, anything you do write will be essentially worthless to readers–they don’t need to read more generic, widely accepted advice. Rather, they need your unique insights. That’s why they’ve subscribed to *your* newsletter instead of the competitions’.

Repeat after me:

“We will not bore our readers. Even if they scare us.”

When you avoid these three deadly sins, your newsletter will go a long way towards meeting your goals–whether you’re looking to make employees happier, increase sales, or dazzle journalists with expertise.

For more deadly sins to avoid, check out Part II in this series.

Bev: Thanks for being here with us today, Jessica. We can’t wait to learn more about how to create newsletters that are genuinely profitable.

When you have a client who’s just starting out, creating a newsletter to promote their business, what do you recommend they do first?

Jessica: It’s crucial that a promotional newsletter start with a plan. You’ll want to set goals, decide on just the right subject, and define your audience.

Actually, that’s the first step for any type of newsletter–whether the newsletter itself is the business (for a subscription-based newsletter), or if the newsletter is designed to promote a newsletter.

Once you’ve set up your plan (and, if you need some help with that, you might want to check out our report “15 Days to a Polished, Professional Newsletter or Ezine”), you’ll need to make some decisions.

Bev: What kinds of decisions?

Jessica: Decisions on everything from design to content. The most important decision for a promotional newsletter is to decide how you’re going to promote. Are you going to run actual ads for your products or services? Are you going to merge content and advertisements? Are you going to use lots of testimonials to get people to buy?

You need to set up your approach. And you’ll want to give that approach at least three issues before you change it.

Bev: What’s the biggest mistake newbie publishers make?

Jessica: Not being consistent! It’s absolutely, 100% crucial that you send your newsletter reliably, every time it’s scheduled.

Bev: I’ve seen you talk about consistency before–why is it so important?

Jessica: First, a newsletter is a relationship-building tool. You’re demonstrating to readers why they want to do business with you. Would you want to do business with someone who promised a monthly newsletter but only published once a quarter?

Clearly it’s a credibility issue.

But, it’s also especially important with email newsletters for another reason–spam.

If you publish only sporadically, your readers are likely to forget subscribing. And that means they may report you to your website host (which can get your site shut down). By publishing reliably, most readers won’t forget you–and that’s crucial in today’s email environment.

Bev: That’s great advice, Jessica.

Now, what about subscription newsletters. What should people do to make those really profitable?

Jessica: Again, that foundation is the crucial first step. But, this time, when choosing your subject and audience, you have to evaluate each on the profit potential. You must find a group of people who are being under served or who can’t get enough information.

Then you have to figure out precisely how to differentiate your newsletter from others out there–for instance, let’s say you want to publish a paid-subscription newsletter on dog care.

There are lots of newsletters out there on dog care–from training to diet to travel. In order to really build your list, you’ll need to come up with a unique slant to set your newsletter apart from others.

So, perhaps you make your newsletter about “Caring for your dog in natural ways,” or “Caring for your pregnant dog.” You want to really define a focus that’ll be of intense interest
to a specific group of people.

Bev: It sounds like the key to subscription newsletter success is to offer information readers’ can’t find elsewhere, is that right?

Jessica: Absolutely. You don’t want them to feel like they can get the same stuff for free elsewhere.

Bev: Now, Jessica, some of my readers are going to think it’s clear how there’d be money in a paid subscription newsletter (after all, many of them subscribe to newsletters or magazines themselves), but they’re going to wonder if they can really make money with a promotional newsletter.

Can they?

Jessica: Absolutely.

A newsletter that promotes your business is a great way to do two things:

1. 1) Capture all those sales that you didn’t make on a visitor’s first trip to your website; and,
2. 2) Sell new products/services to existing clients and customers.

Personally, I don’t think an unprofitable newsletter is worth the time it takes to put together.

Now, how much money the newsletter makes will vary. I have clients who regularly make $6000 or more with lists under 2000 subscribers, and others who make just a few hundred
dollars for each issue.

But, just because your newsletter itself isn’t raking in thousands doesn’t mean it’s not *making* you thousands.

So much of supporting someone in becoming a first-time buyer from you is about the hand-holding phase. The time when they waffle back and forth and hem and haw. You have to give them plenty of support in this phase. And, when you do, they’re likely to turn into profitable repeat buyers.

That’s the real power of a newsletter–that it keeps you in front of people for a lifetime of business.

Bev: Well, Jessica, you’ve certainly given us a lot to think about! Thanks so much for taking the time to talk with us.

The average newsletter generally has average photos: headshots, people shaking hands or talking on the phone. If you’re looking to invigorate your photos, try these tips.

Black and White Photographs

Up the contrast. Black and white photos can be full of drama and journalistic style. Intensify their impact in your photo editing program by increasing the contrast.

Isolate key elements. When a photo is black and white, it is especially important that the background be crisp to highlight the centerpiece of your photo.

Keep it off-center. Always powerful, asymmetry ads a special level of interest and texture to black and white photos because the lines are generally sharper.

Color Photographs

Lighten Up. Take photos with plenty of light. Make sure your subject is lit evenly.

Think color. Choose photos with vibrant colors. Don’t waste your color ink on photos that don’t pop off the page.

Crop for emphasis. Extra background color is distracting so if there’s an aspect you want to focus your viewer’s attention on, make sure the rest of the photo doesn’t compete.

Photographs of People

Change your angle. Look at people from different angles and in different ways. Consider shooting subjects at work and at play. Help them feel as comfortable as possible.

Zoom in on the hands. Our hands often give away what we’re feeling. Nervous? Maybe your subject fidgets with his napkin beneath the table. Bored? Maybe she’s examining her fingernails for flaws in the polish.

Think motion and line. Diagonals are often more visually appealing. Color also gives you more variations in considering motion in your photographs.

Keep your images original and crisp and you’ll maximize the power of your company newsletter, whether it’s print or electronic.

When you want your company newsletter to make more sales, much of the changes happen in every issue–each issue, for instance, you need to review your goals before writing your content. There are three areas, however, that once you’ve gotten them right, you can “set them and forget them.”

Today’s elements increase sales by increasing your company’s credibility. Your nameplate, masthead, and tagline each play a crucial role in building reader trust.

Only when your readers trust you will they be ready to do business.

Your company newsletter nameplate.
Whether your newsletter is print or HTML (or even plain text) your nameplate should be instantly recognizable and meaningful to your target audience.

If you’ve established (or want to establish) a strong brand, make the nameplate look like your logo using similar typefaces and colors.

If you offer several publications and want readers to be able to easily differentiate between each, make one element constant (typeface, colors, or a selected word in the name), and the rest contrasting.

Regardless of your goals, make sure your nameplate:

• Stands out: make it big, make it bold, make it clear it’s the nameplate, not just a headline.
• Is consistent: using the same nameplate in each issue helps readers recognize the publication. Consistency is a key way to build reader trust.
• Is understandable: don’t make your readers guess what your newsletter’s about. If they find your newsletter name confusing, they expect to find your product/service confusing as well and may just refuse to buy.

Your company newsletter masthead
Your masthead is where you describe your company and your newsletter. The precise details you include will depend on your goals. If you want your company to look friendly, for instance, include the names of people involved with the newsletter’s production.

Your masthead must offer contact information. This is typically the reader’s first stop when they want to know more. If you don’t make it easy, you’ll lose sales.

Your masthead is also a great place for publication information–like whether or not you accept articles for publication. The more your newsletter looks like a paid subscription newsletter, the more valuable it’ll be to readers.

Including all the nitty-gritty details in your masthead is also a super way to build credibility with your readers.

Your company newsletter tagline
Your tagline carries a heavy burden–it must be short, it must be persuasive (but not salesy) and it must be clear.

Somehow, in 15 words or less, you must give your readers all the information they need about your publication.

Fortunately, that’s not as hard as it sounds. All you’ll need to do is come up with the #1 benefit for subscribers.

Okay, so it’s still hard.

But, it’s not only doable, it’s crucial.

You also might want to include the following information in your tagline (if you have a few extra words):

• frequency
• audience size
• format.

Here are a few examples of taglines clients have used with much success:

• Your guide to a well-trained dog
• A humorous look at life as a single dad
• Bi-monthly tips on decorating your fingernails for parties

You’ll notice that, though each of these newsletters is published by a company, not one mentions the company’s name or interests. Rather they focus on the reader’s goals. That’s the key to a tagline that gets people to subscribe and stay subscribed to your newsletter.

The right tagline doesn’t just add value for the reader, rather you’ll find a great tag will help you focus your newsletter content as well. Take some time to come up with the right tagline. Once you find one that works, you’ll be able to use it for many issues to come.

When you carefully develop your nameplate, masthead, and tagline, you’ll build a powerful foundation for reader trust. In each issue, the other elements of your newsletter (content, etc) will build upon that foundation to unleash a powerful sales ally.

For more on how you can increase your newsletter’s sales ability, check out Part I and Part II of this series.