smallbusiness.co.uk: Helping your business think big

That would have made me laugh and probably increased the connection with you and your newsletter. People are different though aren’t they, and not everyone shares the same sense of humour or even has one for that matter.

I would say that there is a place for the right sort of humour for the people you are targeting with your newsletter. You do need to ask people what they think from time to time respecting and incorporating the feedback you get. Ask the people you want to reach and build a relationship with if they want humour as well as quality in newsletters and I am sure many would say ‘YES’, as there are so many dry and boring newsletters out there.

Here are some extracts from my book about this subject which may help.

Make it personal.

The newsletters I like reading are the ones where the writer talks from the heart and shares a number of personal experiences in the field of my interest. I personally like to see humour and character in the words I am reading. It depends what you want your newsletter to achieve and the style you have chosen to deliver your content. If you are giving ideas or answers to problems, sharing stories from your personal experience is a very good way of doing this.  People often relate better to a story than they do to logical facts. Make your newsletter a reflection of you.

Useful reader orientated content

Content can be made up of news, answers to questions, ideas, tips, case studies, articles, recommendations and updates - anything that has perceived value that your customers will look forward to receiving.

Here is my special response check list when creating a newsletter

How to create your own newsletter – special response checklist:

•    Decide who you are targeting with your newsletter.

•    What information would be of value to your readers?

•    Find out about your customers interests by running a short survey.

•    Ask your customers what some of their burning questions are about subjects related to your business. These questions could be answered in your newsletter content.

•    Look at what else is being written about in newsletters in your industry.

•    Find out where you could access important information on a regular basis that could be of value to your readers.

•    Use a standard format to create the layout. Use the same layout, design, colour and structure for every newsletter. This will promote consistency which will help you to build your brand identity and credibility with your audience.

•    Make sure that you get your newsletter fully proof-read and edited. Silly mistakes can damage your credibility as an expert in your field.

•    Test your newsletter before you send it out to your complete database. Send it to a colleague or two and ask them to give you feedback.

•    Make sure that you ask your customers for feedback about the newsletter’s value to them. Ask for suggested improvements and do your best to incorporate the ideas you receive.

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