How to Write a Newsletter Your Coaching Clients Will Read and Connect With
You’re thinking that sending a newsletter is a waste of time. Yet you also know, as a business owner, that you’re “supposed to” send one. You only have a few email addresses, so what’s the point? Maybe you’d like to send newsletters, but don’t know what to write and hate the idea of bothering people.
The truth is that newsletters do work if you do NOT sell in them. Newsletters are the perfect way to connect with your prospects and draw them closer to you, especially if you include the “magic” section that I’ll share with you.
Stand Out in Their Inbox
Write your subject line last. Make it curiosity-based, so people want to read it. If it says “Newsletter,” then don’t expect anyone to open it! What is surprising or insightful about the content you’re about to tell them? Use that to craft your subject line and be playful with it.
Write for Those Most Interested
When readers open your email, reward them with curated content they find valuable and informative. This will increase the likelihood of them opening the next newsletter you send.
If you have an email list with different types of people, think about those you can have the greatest impact on. Write your newsletter for them. You can’t please everybody, so please the people you can help the most.
Google Alerts or Feedly make finding the perfect content easy. They deliver exactly what you need to your inbox for free. Set the standard of your curation very high; you want your readers to value what you provide.
Select two articles and give your opinion on why they matter to your reader. Explain why each is important and give them the links to read more. Write in a conversational style—avoid sounding corporate and allow your personality to shine!
People love success stories because they’re inspirational. Include small successes and life-changing ones. These stories can create deep connections between you and your readers as they realize what is possible.
Share Important Details
If you run webinars or seminars, include details. Link to the full details or tell them to contact you for information, so you can start to build rapport. When you describe the event, do it without sales language. Focus on the benefits they will receive from attending.
Think of this section of the email as “How I can help you now.”
Give readers who are ready to change the opportunity to identify themselves to you, so you can continue developing a relationship with them. To reveal what this could be for your clients, ask yourself, “What does the person I can help the most wake up at 2:00 a.m. worrying about?” Talk directly to that problem.
Here are some examples:
- Do you find yourself arguing with your husband and not know how to break the cycle? Jump on a 10-minute call, and I’ll help you figure out how.
- Find yourself making great food choices during the day but overeat at night? There’s a simple way to stop—click reply and I’ll explain what works.
Here is an example from one of my clients:
- Has your doctor told you that insulin injections are the next step? Click here to book a 10-minute call with me, and I will explain what your doctor is too busy to tell you but you need to know BEFORE you start.
- My current 90-Day “Blood Sugar and Weight Loss” Challenge is full. Click reply now and I’ll add you to the early-bird waiting list for the next one.’
- Want to know why your sugars may spike? Click here to download my “Foods to Avoid” guide and learn which “healthy” foods have hidden sugar.
This resulted in three 10-minute calls, 12 additions to the 90-Day Challenge and 21 downloads of the guide. None of this is selling. We are not hoping people will take a big leap and sign up to months of coaching. We are merely identifying people who may be ready and engaging with them. If you’re wondering if this works, ask yourself, “What will happen to my business if nothing changes?” Sending a newsletter is something you can do today, now.
You have the outline to write the newsletter. Follow it and give people you already know effortless ways to take that first step towards working with you. Who out there needs your help and is waiting for that opportunity to connect with you? This is how you find them.