A-Z of Copywriting – N is for Niche, and Naturally Engaging Newsletters
Updated: Jul 18
Writing Naturally Engaging Newsletters
Newsletters written in a naturally engaging, lively style, help to keep people reading. When you receive a newsletter where the copy is a bit bland, boring and too sales driven, not offering any value, I’ll bet you hit ‘delete’. Am I right?!
Creating a natural flow helps your newsletters to work and keeps your readers on the page.
Better still, newsletters are a cost-effective part of your marketing gambit. Especially if you have a quality list of email subscribers to send them to. If not, find out how to build your email list as organically as possible here. Remember to be mindful of that annoying data privacy thing called GDPR!
To help your audience remain engaged, people need to feel like they’re reading a letter from a friend. A friend who’s offering advice and information, or telling a story about whatever is happening in your business. Newsletters should add value. A salesy newsletter doesn't.
I delete salesy newsletters but keep ones that provide something I could use later. One of my favourites is from the SEO Sleuth – I find Nat's keyword and other SEO tips really helpful.
It also depends on who your audiences are and what your brand tone of voice is. You may prefer to stick to a more formal way of writing about your business. But even the most serious of businesses are dealing with people. And people want to be entertained. Not only does that keep them engaged, but they'll remember you too.
Newsletters are not strictly about making sales. They’re far more about informing, educating and entertaining, and building trusting relationships. Getting customers from them takes time. So writing naturally engaging newsletters is important. And patience is key!
You can mention your products or services, but only in 10% of your newsletter content. Usually, that's your Call to Action (CTA) at the end. You could be inviting your readers to sign up for an event, read your latest blog or case study, or check out your new products, service, website, whatever. Or simply a ‘Get in touch to find out more’ sign-off about the topic you were writing about.
Speaking of finding out more, find out how to write newsletters here...
What format should your newsletter take?
It’s really up to you! There are many types, such as:
Magazine/Curated style – link to a few interesting stories on your business website or others that your readers will appreciate. Write short teaser paragraphs of content alongside a low-quality image and link to the full articles. Images ideally need to be low-quality to ensure the email downloads fully.
Library/gallery style with lots of images – ideal if you work in retail, fashion, or anything with lots of attractive products. You won’t even need to write much as the products speak for themselves. Yes, I know – this goes against the 90%/10% rule! But with products like shoes, flowers, jewellery etc., this works. Highlight special offers, events and so on in your opening and closing paragraphs.
Reporting – these can offer excellent value to the reader. Share industry news that your readers would find helpful. Write about how to get the most out of your products, especially if your business provides a service like insurance or SaaS. Provide case studies. There will be many ways to share how time-saving or cost-saving your service can be.
A couple of things to keep in mind:
Who’s your audience? If you’re targeting parents who work full-time or SME owners, they will appreciate something short and sweet. Especially if you're helping them to find ways to save time in their busy lives.
Send newsletters regularly – weekly, monthly or quarterly. Whatever works for your business.
Newsletters (along with other marketing tools, such as eBooks and white papers), help you to become seen as an expert in your industry, building credibility, trust and relationships.
Finally, if anyone ever tells you that newsletters are old hat, don’t believe them. Digital marketing may be heralded as the place to be seen, but it’s wild out there with so many businesses fighting to be seen! Whereas a well-written newsletter goes straight to your subscribers’ inboxes.
Don’t have the time or inclination to write your newsletters? Then get in touch with me for a friendly initial chat: firstname.lastname@example.org
Finding Your Niche
As a copywriter, it helps to have a niche industry in which you have plenty of knowledge and experience. In the early days, finding your niche can be frustrating as you try out different business sectors. It takes time to find the right one.
As a business owner, you're bound to feel more confident when you see that a copywriter you found on LinkedIn, or who was referred to you, specialises in your business sector.
The points below may help you find the right copywriter for your business. And they may help the budding copywriters out there as you decipher what your niche is:
❓Why did you decide to become a freelance copywriter? Understanding that will help you define your purpose and, from that, your niche.
❓Where did you work before you became a copywriter? Starting out with that business sector makes sense, as that's where your current knowledge is.
❓What other sectors interest you that you think you’d enjoy working in?
❓Who is your ideal client type? That could help narrow down what industry you may work best in.
❓Would you prefer to work with other creatives? If so, you will flourish in a marketing agency environment where you can readily bounce ideas around.
Some people disagree that you need a niche. Their view is that a copywriter should be able to work in any industry. I agree with that to a point. A copywriter needs to quickly understand the product or service to then write good copy or content for it. Luckily, I am one of those people!
In my case, I started out writing for the automotive industry when working in an advertising and marketing agency based in Kent. Since then, throughout my varied career, I’ve written for interior designers, insurance companies, business coaches, photographers, SaaS providers, and many others. I also worked in HR for a few years.
So now, with all my experience gathered through work and in my personal life, I can confidently state that I specialise in writing for HR consultants, business and lifestyle coaches, mental health and wellbeing (specifically eating disorders), and other people-centric organisations. I write for other sectors, too, and love how varied my work can be.
Take advantage of my years of experience! Let me help your copy and content attract your ideal customers. Then please get in touch. Let's have a chat over a Zoom call.