Articles are the center piece of a newsletter. This is why you can’t go with poorly written articles because your subscribers will stop reading your newsletter quickly. Writing a newsletter article isn’t very different from writing a blog article, for example but still it has its specifics.
Use the Inverted Pyramid Formula
The Inverted Pyramid formula is used mainly for news pieces but you can use it for newsletter articles, too. The Inverted Pyramid is applicable to any type of article but it is also true that in many cases it doesn’t work well.
With the Inverted Pyramid, you start with the most important piece of information first (i.e. the news, if you are writing a news piece), then give more details about the news, and after that you proceed with the background information. The reasoning here is that when the user opens the newsletter and sees the first paragraph, where the most important info is put by you, if he or she is interested, he or she will read further to learn the details.
In fact, with the Inverted Pyramid you use the most important info as a bait. The problem here is that if the catch doesn’t work; for instance because the reader already knows what you consider the most important news, or if he or she doesn’t want to learn more beyond the most important stuff, he or she won’t bother to read the rest of your article. This is why, if you see that the Inverted Pyramid doesn’t work for you, switch back to the normal style, where you start with some intro and bit by bit you get to the core.
Know Your Audience
This is another basic article writing rule; write for your audience not for the general population. However, very often it is not possible to know exactly who your audience is or your audience could be pretty diverse. In that aspect, in a sense, it is much easier to write a newsletter article than an article that will be published on a site because supposedly your newsletter audience is more targeted. The assumption with newsletter audience is that if people have subscribed for your newsletter, they are interested in it and in the topic, while with websites you always have random visitors who have landed there not because they are interested in the topic but for other reasons.
The kind of audience you have affects the tone as well. If you are writing for a business or science newsletter, for example, you must use a more serious tone, while if you are writing for a more casual newsletter, you can use a more relaxed tone.
Refer to Your Site
Newsletters are rarely standalone creatures, they are usually tied to a site/blog or a company. This is why you need to refer to your site in your article and stimulate users to visit it.
There are many ways to do it. For instance, a common trick is to mention something and to refer the user to the site for more details.
Refer to Previous Issues of the Newsletter
Newsletters come in issues. They say that there is nothing older than yesterday’s newspaper but your old newsletter issues are certainly older. Therefore, if you want to make users check again your past issues, because for instance they might have missed them, use your present newsletter issue to refer to previous issues of the newsletter, thus prolonging its life in the memory of your subscribers.
Tease Your Readers with What’s Coming Next
In order to keep the interest of your readers, you can refer to what’s coming in the next issues. This implies you have already planned and possibly prepared your next issue, so that you know what exactly will be in it. This approach requires more planning on your side but the teasers are a great way to keep your audience tuned, so make the effort and organize yourself.
Create Multi-part Articles
Multi-part articles are especially popular as a way to keep the interest of your audience over time. When you make a multi-part article, you publish one part per issue and this is what makes your readers look impatiently towards the next issue of your newsletter. Three and four parts works best because if you make the series longer, your users might get bored. When you are done with one three- or four-part series, simply start the next one.
Writing a newsletter article isn’t that difficult or that different from writing any other type of article but still there are some small tricks you need to know in order to reflect the specifics of the media; i.e. the newsletter. Follow these simple tips and your newsletters will be read by your subscribers.
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