The Power of Following Up to Keep Your Contacts Engaged – Part 2

In Part 1 of this blog series, I talked about why it’s important to consistently follow up with your contacts, and I provided strategies to keep them engaged and enhance your brand. So now that we know why we should follow up, what exactly to write? Here in Part 2, I delve into how to write great emails and newsletters that will keep your contacts engaged and loyal!

How to Write Content That’s Magic!

Loyal Customer

Now that’s loyalty!

Having loyal customers and prospects who follow you around like puppies gives you the influence to change more people’s lives and gain a greater income. One of the best ways to achieve this is to create an emotional connection to your communication. What you say – who you are, what your values are, what you do, how you help your customers – are important for building your brand and trust with your contacts.

Story telling is a great way to create an emotional connection with your readers. Let people feel your passion and that they are a part of the story. Use phrases like “Did you ever feel…,” “Have you ever…” Then tell your story that illustrates that emotion or situation. Some ideas for stories you can use:

  • Why did you start your business? What need did it fill?
  • Relate a story of a famous person or a current event to your topic.
  • Define a conflict the audience has; they become engaged to learn how their problem can be solved.

The content should relate to what your readers need, not what you do. Use words your customers are looking for. Always think and write to them in terms of how you can help solve their problem. Show respect and a desire to build a relationship first, and sales will follow.

More tips for writing great email and newsletter content

  • Decide before you write what your goal for the communication is. What do you want the reader to learn or know? That will give you a focus on what to write.
  • Write in a conversational tone with a clear purpose.
  • Personalize the email or newsletter with the reader’s name by starting the body with “Dear [Name]” or (my personal preference) “Hi [Name].” I don’t recommend putting their name in the subject line and using up precious real estate! (Look for info on how you can get my upcoming free report on writing great subject lines!)
  • Add share links to social media to make it easy for your readers to share your communication. Also be sure to add links to your social media accounts so people can connect with you.
  • One purpose of all emails should be to get your reader to take action. Always include a clear call to action: provide a link to your website, to an offer, to an article you think they will find interesting, whatever it is.

Joseph Pulitzer said, “Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it, and above all, accurately so they will be guided by its light.” I think that sums it up beautifully!

For more on this topic, get my special free report “Three Steps to Finding and Retaining Customers.” The report provides three action steps you can take right now to grow your list and retain loyal customers and followers. Click here to get your copy now:

I’d love to hear from you: What are your tips for writing great content?

Please share:
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