Typically, e-newsletters include a series of articles and blog posts that link to your website via a call to action, or CTA. CTAs are buttons or links, usually found at the end of an article or blog. They encourage the reader to do what you want them to do. Here are some common examples:
“Read more”- this encourages the reader to continue their journey on your website to learn more about the topic you’re discussing in your e-newsletter or blog
“Buy now”- If you’re selling a product or service, you can include a link to your online store to finish the sale.
“Contact a representative,” and link to a direct email to your sales team. that have links to your website to either “read more,” connect with a person, or buy a product featured on your website.
But most readers don’t like the hard sell in this format of writing. To keep your readers reading and engaged, the trick is to write your articles in a conversational tone: like a knowledgeable friend you’ve come to for help – not a technical instruction manual.
It's important for the reader to not feel like your e-newsletter or blog post is a hard sell, like traditional marketing copy in advertisements. So, before you start to write, think about the benefit to the reader and start with that message.
Now, I’m not talking about what your product, or this topic does or what it contains. The reader cares about what’s in it for them. Tie an introduction into this benefit. What is the reader going to get from this? Or in other words, what is the outcome?
Let’s think about a copywriter. A copywriter is selling writing for your business. But take that a step further and think about why you want a copywriter in the first place? Yes, you want content that supports your brand, but you could probably write that yourself. Why a copywriter?
If I were helping them craft an article or blog content, I would say that they should focus not on the writing, but maybe the convenience and precision it offers clients. You may be able to write your story, but how are you at proofreading? Do you stare at a blank Word document with terror? Is it easy to know what to say, but hard to have the time to sit down and put the thoughts into action? Do you know how to package it the right way to get your audience’s attention? These are all potential topics that could draw a potential client in from an emotional and practical level.
Kristen Read
Founder, The Wren Agency
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