Laurel Tielis
Whether it’s a simple note, a blog, or a newsletter, you always have to answer the question, What Should I Write About?
To engage your readers and turn them into buyers, remember the letters WIIFTC and write about What’s in it for the customer/client. Show them why they should take the time to read your newsletter by filling it with stories that benefit them.
As you know, people find information that directly speaks to their interests compelling, and are always eager to learn more. While you’re sure to have things to write about that are specific to your business and your location, here’s a list of topics you’ll want to cover.
Ten Proven Topics to Engage Reader Interest
1. Customer success stories–Customer success stories show readers how using your product or service helped others and could help them as well. They’re a thank-you to your customers and a testimonial for your business.
2. How-to features–People want to know how things work (even if they don’t want to do it themselves), so tell them.
3. Calendar–Offering information about what’s coming up in your area of interest will do two things: help readers make plans, and think of you when they do so.
4. Q & As–If you’ve got a store, pretty much any customer who comes in has a question for you. Write about the ones that come up frequently. Also, invite readers, Twitter followers, Facebook fans, and LinkedIn connections to submit questions.
5. Interviews with industry experts–Show you’re in the know by connecting with well-known people in your industry. That will attract readers and enhance your image and credibility.
6. Interviews with celebrities and names in the news–Take a tip from People magazine and write about the glitterati. Their star dust will reflect well on you.
7. Contests–People love a challenge. Your business will benefit when you create contests that engage their interest and get them to participate. Sweeten it by offering a prize to the winner.
8. Book and/or Film reviews–What’s the word on your business? Keep customers and clients up to date by filtering the must-reads from the poorly written, the must-sees from the ones not worth the popcorn.
9. Company history–Whether it’s the back story of a person, a product, or a concept, we all want to know the who, what, where, when, why, and when it comes to a successful business, the how.
10. Biographies of yourself and your staff–When you include your biography, you make yourself more real, your business more credible. Think of people like Wendy’s founder Dave Thomas, Famous Amos, and Mrs. Fields.
When you include biographies of your staff it gives them more importance, and acts as a public thank-you. Good staff is like gold; you can’t thank them enough.
Sales, Promotions, and New Lines
Of course, you’ll want to include notices about any special sales, promotions, or new lines of merchandise. Write about them as information, not as ads. Use your newsletter as a soft-sell reminder of your business, not a flagrant sales tool.
The beauty of a newsletter is that it gives you multiple opportunities to go back to your readers with information to capture their interest and their business.
Want more ideas about bringing in business? I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.
I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at ringupmoresales@gmail.com. Or, for easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.
Copyright © 2011 Laurel Tielis
Filed under: business, retail Tagged: | branding, customer engagement, marketing, public relations, retail, sales
