We explore the essential aspects of communications, marketing, and writing. Podcast interviews with thought-leaders look at important influences that shape a PR pro’s or marketer’s work and creativity for the better. Show host Sheelagh Caygill uses her experience as a journalist to ask guests probing questions, often revealing little-known tips and insights. Episodes always offer listeners solutions to common problems and actionable tips. Sometimes the topics we explore will have a less direct impact on our immediate goals, but they still matter. Episodes have delved into communicating with influence, enhancing leadership communications, and the connection between emotive content writing and poetry. Our guests, just like our listeners, are global. As much as possible, we go beyond international borders and engage in issues affecting PRs and marketers around the world. We feature trend updates, such as the growing force of artificial intelligence in communications and marketing, working on climate reality campaigns, and dedicated leadership support for reputation management and a powerful brand presence...
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How To Write Better Email Newsletters
There are some secrets to writing great email newsletters. Well, they're not secrets anymore. Even so, more newsletter writers could take note of them and then we'd have way better newsletters to read!
Tyler McCune, a copywriter who specializes in email newsletter writing, is this week's guest. Tyler has studied email newsletter writing closely, and follows all the masters, such as Marcella Allison, Matt Furey, and Ben Settle. Tyler shares email newsletter tactics to massively improve engagement and open rates.
Successful email newsletter writers focus on developing a relationship with a reader, and recognize that a newsletter is actually a very intimate medium . . . similar to the way people wrote to penpals years ago, explains Tyler.
"If you think about it that way, like you're just writing to your pen pal, and you're trying to entertain them and say, 'Hey, maybe you want to buy this thing'. You'll you'll stand out in the inbox over everyone else who's just pitching," says Tyler.
A big part of the art of newsletter email writing is combining the entertainment and the valuable information in with a sales pitch.
"This is like copywriting 101. It actually comes from the world of direct mail, which most people call junk mail. And you've probably gotten this where it looks like a magazine and you flip it open and on page three, they're trying to sell you. And if you read those, I mean it's really amazing because they'll just have pieces of information there that doesn't have anything to do with buying the product, but they're just trying to demonstrate that they're knowledgeable and that they're going to give you valuable information."
If you've succeeded at copywriting 101, the next step is knowing your your audience, what they desire, how the action you want them to take ties into that desire, and then making the link very clear for them.
Go to Communicate Influence for a special offer from Tyler McCune, the full show notes, and extensive resources.
Find Tyler McCune online: Copy By McCune, LinkedIn.