There are many articles and downloads on my website dedicated to newsletters because (1) it is an important tool to build trust in your organization both internally and externally, and (2) it is my specialty.
With this article, I’m focused on newsletters themselves, not email marketing, which is more about selling.
Today’s piece is about using newsletters to build trust and deepen relationships.
Why newsletters build trust
In short, your newsletters help you build trust and deepen relationships with people you’ve probably never met and might never will.
I get a lot of newsletters because I’m always signing up for something. One newsletter I look forward to is the “Masterpiece” newsletter because I’m slightly obsessed with “All Creatures Great and Small.” What I enjoy about their newsletter, especially the one focused on the show, is the behind-the-scenes stories and videos and interviews. I get to know the actors, the writers, and all the people who make the show what it is. I don’t know them personally, but they’re invited into my home through my inbox, and I do feel as if I know them. It makes me not want to miss an episode.
It’s the same with your organization’s newsletter. Newsletters can help you build trust with donors, employees, and consumers. They let you showcase your values and get invited into people’s homes. And the more that people read your stories, see your pictures, and watch your videos, the more their trust deepens.
And the more they will want to give back to you because they feel like they are a part of your family.
Individuals, too, should absolutely have a newsletter if you’re trying to extend your reach. Sole proprietorships, consultants, artists, authors, designers and others should consider having a newsletter. If you have a website and a blog, your newsletter is their complement to bring you traffic and attention.
Who should get your news and how often?
Everyone you encounter should be on your list. Your employees, your donors, your customers. You can add people to your list legally if they make a purchase or donation (in the U.S. it is a violation of the CAN-SPAM Act to prevent people from unsubscribing or opting out of your emails).
If you’re a nonprofit, your funders especially, and potential donors if possible, should absolutely be on your newsletter list.
Send your newsletter regularly. It can be every week or every other week, ideally, but if you are just starting, once a month is a good start. The key is to stay top of mind with your subscribers.
Your goal is to not only educate people about your brand and your organization, but to start and keep the conversation going. Get them excited about inviting you into their homes.
A final note: newsletters are about telling stories, not selling your services or product. While it’s true that there should be a call-to-action at the end, you’re not sending a long sales pitch to your subscribers. That’s email marketing.
Next week, I’ll dive deeper into telling your story through your newsletter.
(For a deeper look into using newsletters to build trust, check out the article: “Using Newsletters to Build Trust in Your Brand.”
Newsletters help your organization build trust and deepen relationships with your funders, consumers, and employees. Send your newsletter regularly to allow your subscribers to get to know and like you.
Need help jumpstarting your newsletter? Want to improve your writing either in your business or as an author? My 2-Day VIP Writing Workshop is designed to help you write effectively and get a boost to start a writing project and/or compel you forward to finish your writing projects. Get more information here and let’s schedule a call!
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