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Newsletter Content- What goes in it?

What goes in a newsletter? First at the top, a masthead or name for your newsletter. Ours used to be called ‘Halsa Gazette’. Then a tagline like, “Helping you stay healthy.”

The opening article is essentially your Seinfeld article. You can literally take one of the emails that you write and just dump it in there. Your opening article is super personal.

A table of contents makes it feel like it’s a publication. If you want to make an offer, you can add an insert into the newsletter as opposed to having it in the newsletter. We put it in the newsletter, we make a small offer on each page. But you can just insert it in there.

Remember the main purpose is to build your brand. Referrals, social proof, build relationships and you can gain a lot of credibility.

The key to success is consumption. Here’s the thing, it’s like the emails, if it’s not getting read, there’s no point. This is where everybody makes the biggest mistake.

The single biggest key to consumption is no more than 40% of relevant information.

This is the biggest thing that I try to untrain from chiropractors. People are just not as interested as you may think they are about ITB syndrome. They’re just not.

The rest of the content is made up of semi- relevant and non-relevant. Therefore, over half of your newsletter is non-relevant and semi-relevant.

Semi- relevant information is made up of the following: welcome to new clients; customer spotlights ; employee spotlights; team spotlights; team member of the month; questions and answers.

What Goes in a Newsletter?

  • Name or masthead (The Halsa Gazette)
  • Tagline
  • Opening article (personal and conversational)
  • Table of contents
  • Make an offer- sometimes better as an insert rather than in the newsletter
  • Purpose- build brand, referrals, social proof, relationship and credibility

A good tip for this if you’ve ever attended a webinar before where they sell to you at the end, they take questions and answers at the end, but the questions and answers are often not real. The questions and answers are very specially put there to deal with objections that they know that the buyers are going to have.

The reason I tell you that, is you may have in your questions and answers things that you know are concerning your clients. Like, “Can adjustment hurt me? What are the pops and sounds?” That’s questions and answers. It’s an opportunity to educate.

Next is testimonials. Remember what you say means one thing. What someone else says about your product means everything. It’s at least a thousand times more powerful what someone else says about your product than what you say about it.

You can also use this to highlight any other services if you have them. For example, if you do massage, they may not know that. So, highlight any other services or products you sell in the newsletter.

Non-relevant information that goes in a newsletter is jokes, crossword puzzles, quotes, calendar items, photos of celebrities, big charity stuff, contests, and seasonal themes. I’m going to say be very careful with seasonal themes.

Semi- relevant and non-relevant is at least 60% of your newsletter. No more than 40% relevant content.

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