How many newsletters arrive in your inbox every month? And how many are “sticky”? That is, the ones you actually read, appreciate, and anticipate because they deliver the value they promised when you first signed up?
And, if you author a newsletter yourself—is it sticky?
If you are like me, you probably say to yourself—as your index finger hits the Delete key—“I didn’t subscribe to this stuff!” That’s why I was pleasantly surprised when I received my “Ideas & News” newsletter from the Heath Brothers, bestselling authors of Made to Stick and Switch! Two excellent books I often recommend.
I guess Dan and Chip Heath should know a few things about making writing “sticky.” They do. Here are five lessons I learned from their sticky newsletter:
Know Your Audience
I can tell Dan and Chip know exactly who their readers are, what they value, and what will keep them reading. With two mere opening sentences, they got my attention because
- They kept it real. A welcome to “our infrequent newsletter” resonated as a refreshing change from the dreaded, automated, and always timely junk email
- They addressed me as a “fan” of their books. I am, so I knew that I probably did sign up for their newsletter
- They skipped the common sales pitch and instead outlined exactly what I would find. I felt my time was valued; from the outset I had a choice to move on or keep reading. I chose the latter.
Deliver Value First
A generation that wants FREEoften distrusts longwinded and repetitive sales pitches. Consumers want to “preview” value—information we can apply immediately, without having to pay for it first. That’s what I got from this newsletter installment, including
- How to apply six tips for giving a great elevator pitch
- How to use an “anchor & twist” technique to pitch complex topics
- How to present the ‘Why’ before the ‘What’ to grab attention
- How to emulate other great pitches
Make Someone Famous
I have heard Chris Brogan, Social Media guru and bestselling author of Trust Agents, say that if we want to build trust, we can’t always be tooting our own horn or pitching our own book or blog. We build trust when we deliver value, even if it means pointing our readers to the the work of others. That’s exactly what the Heat Brothers do. By the time I finished reading the newsletter, I was eager to go and learn more about…
- The Calvert Foundation, which has an amazing mission to invest for impact
- Peter Singer and his new book, The Life You Can Save (update: Since the original post, one my readers suggested to question Singer’s philosophy, so I’m learning more about his work)
- The work of Jerry Stermin and the book that’s grown from it, The Power of Positive Deviance: How Unlikely Innovators Solve the World’s Toughest Problems.
- The nominees for the “Acts of Genius” Award
Let Them Choose You
Long and constant sales pitches, with minimal immediate value, are the number one reason I delete newsletters faster than I can blink. I know there’s nothing wrong with a sales pitch. Clearly, the fact that the Heath newsletter offers a way to make our pitches great reminds us of that fact. But the sales pitch can’t be the central focus or ending thought of every paragraph.
I believe that if the reader has received substantial value first, the next logical response is, “If I can get all this value for free, imagine what I can get from the next book… or conference… or workshop…”
And so when I read that there’s training available for organizations on the concepts of Switch! or that I can register for classes to learn how to make my ideas stick with customers, coworkers, bosses, or my kids—you just sold me, and I want to know more.
Stage the Next Grand Entrance
“Signing off until the next edition, which we promise will come sometime in the next 2 to 17 months… All the best to you.”
What a great closing, don’t you think? It could mean that two regular and very busy guys are plainly honest about the reality of good intentions to be back around the same time next month. Or it may be a calculated line to leave us wanting and looking for more. Either way, it works as the perfect finish to a newsletter that, for all the reasons listed above, will keep readers engaged. In fact, I know that when the next Heath newsletter arrives, I’ll set time aside to read it and heed it.
Question for you:
What’s your experience with e-newsletters? Is there one that you anticipate every month? What lessons can we learn from it that can be added to this list? I’d love to read your comments.
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{ 2 comments… read them below or add one }
They are sometimes hard to navagate!!!
They are sometimes hard to navigate!!!