Best-selling author Michael Masterson gives the following tips for writing strong content for your e-newsletter:
1. The quality of the ideas presented is paramount. A reader may sign up for an e-zine for many different reasons but he will continue to read it only if he feels that his time invested in reading is yielding valuable ideas. Valuable in this context means provocative, memorable and useful.
2. Less is better than more. If you overwhelm the reader with ideas—even valuable ideas—he will come away from the reading experience emotionally neutralized. That happens because the reader recognizes subconsciously that he has taken in more information than he can possibly act upon. Being comprehensive therefore is not the virtue some writers and publishers think it is.
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3. Specificity is key. Unsubstantiated claims and promises may attract your readers’ attention but you will never win their trust unless you back up those claims and promises with specifics.
4. Stories sell the heart. Facts sell the brain. Don’t forget that the job of good writing is to appeal as much to the readers’ emotional intelligence as it is to provide them with rational evidence.