Do you subscribe to many email newsletters yourself?
I subscribe to lots of them. Some I rarely read, or I stick them in a folder for “some time.” (“Some time” usually never comes.) Eventually I unsubscribe, realizing that I’m never going to make time for them.
Then there are a few that I make time for. If they don’t come, I anxiously look through my spam folder to see if they might mistakenly have landed there. When these favored newsletters arrive, I sit down, focus my attention for 5 or 10 minutes, and read what they have to say.
What makes the difference? That’s what this lesson is all about.
How to Create Rewarding Content Your Subscribers Will Want to Read
Every post or article you create needs to have a little nugget of what I call cookie content. Cookie content is a little piece of useful information that benefits that reader.
The best cookies show off your unique area of expertise and are closely related to your art blog topics. You want there to be perfect continuity between your art blog and your email newsletter. In other words, whatever you write about in your art blog is what you will write about in your email newsletter. Does this make sense?
In fact, many of the sequences in your email newsletter should just be teasers that bring your readers back to read a specific post in your blog. Do you understand how powerful this is for getting repeat traffic back to your blog?
Here are some examples of email newsletter topics. Let’s say that you are an abstract oil painter and your art blog is about how to make a home more inviting with art. Then your cookies in your email newsletter (just like in your art blog) could be tips on how to make a home more beautiful, cozy, and inviting with original works of art, tips for coordinating colors in a living room or bedroom, tips for making art the focal point of a beautiful room.
You could also include tips on how to frame and how to choose the right frame for an original work of art.
You might run out of interesting decorating tips pretty quickly, so feel free to expand to all kinds of little tips and tricks for keeping your customers’ valuable original artwork cleaned and properly displayed.
But try not to branch out into something completely irrelevant. You’re establishing your authority as “folks who know a lot about making my home more beautiful with art.” You probably want to stay away from general household cleaning hints or gardening tips.
In Module 1, you learned about writing eye-catching headlines. So be sure and review the related lessons on writing headlines because this skill is extremely important to the open rate of your emails. The better the headlines of your email newsletter, the more people will open and read them.
Here are some examples of great newsletter ideas crafted with powerful headlines:
- 3 Ways to Brighten-Up Your Living Room With Original Oil Paintings
- How to Make a Garden Come Alive with Metal Sculpture
- 6 Ideas to Make Your Child’s Room More Fun With Art
- How to Make Your Bedroom More Cozy With Photo Portraits
- Bring a Kitchen to Life With Handmade Ceramic Vases
Are you starting to get the picture here? In this example, the blogger is establishing themselves as an expert on enhancing the beauty of a home with art, a kind of “Martha Stewart” of home decorating ideas with the focus on art.
This strategy works for sculptors, photographers, potters and ceramics artists, and of course, any kind of painter.
Every tip should be something your customer can act on right away. Most people don’t come to the Internet to find long-term strategies. If you have great long-term tips, think about how to translate them into immediate action. And make sure that most of your cookie content can benefit your customers today.
Keeping the Well Filled
You’re going to need an awful lot of tips. Which means you need to start collecting ideas now and keep them where you can find them again.
Create a file folder. And then brainstorm 50 tips you can write about. Every time a new tip occurs to you, scribble it on any old piece of paper and make sure you get it into that folder.
It’s a very good idea to type out a list of ideas for future tips and get it onto the Web in some way (you can always create a Gmail account and email them to yourself). If your house burns to the ground, you’ll still have your newsletter tips.
No kidding. They’re that important, and you need to keep plenty of “water in the well” so you don’t run dry.
Consistency matters when we’re training our customers. If their cookie is missing for one piece of content, and then two in a row, you’re training them to put your material aside for another time.
Always reward your customers for taking the time to read your content. Give them a cookie each and every time. It works!
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