In today’s digital world and economy, we’re all looking for ways to connect with our audiences. One of the best methods to regularly connect with your audience is through the routine creation and distribution of a phenomenal newsletter.
However, even some of the best topics and information can be useless if you cannot get people engaged enough to keep reading. At McDonald Content Solutions, we create amazing content for our clients, but we also understand the importance of getting your message to land. Today, we’ve compiled some of our most valuable lessons in creating newsletters that your audience can’t wait to receive.
Blast the Headline
Creating great titles is one of the first steps in getting your newsletter to have value. After all, e-mails, books, and magazines can be filled with fantastic information, but you have to get somebody to open it first. Headline creation can be a unique talent for any individual, so use an approach that works for you. Some people want to develop a headline before writing a word, and others won’t think about the title until they place their finishing touches. Either approach can work. However, we suggest that no matter what method you choose, come up with several possibilities, and figure out which one works best. It may take a day or two to capture the right title for your newsletter.
Use a Newsletter Template
There’s no use in reinventing the wheel. Most word processing programs have several built-in templates within the program, and there are even more possibilities available online. Take a look through templates to find one that appeals to you, and that fits with your intended message, and the content you’ll be using. Additionally, while some people will be tempted to stick to a single template for ALL of their newsletters, don’t be afraid to try something new.
Eliminate the Sales Talk
Newsletters aren’t the time to overtly blast every benefit of your services. Today’s consumers are not looking to be sold a product, but they want to build trust. Instead, focus on giving your audience value for their time. You need to ensure that people leave your newsletter feeling inspired to act or that they’ve gained insight on a particular topic. Establishing yourself as a professional in your field is more likely to get somebody to trust you with their business than merely touting the prices of your latest services.
Be a Storyteller
One of the most effective methods to convey your message is through a personalized story. People generally aren’t searching for an instructional pamphlet when they open a newsletter. However, creating a personalized account is more likely to get them to read through your entire newsletter in a single sitting. Think about your services and a recent example that you can use (be mindful of HIPPA, healthcare professionals!). Pertinent stories can tell your audience about your services’ issues and benefits with an approach that is more likely to connect with individuals.
As you work through your story, be sure to include descriptive language. The medical community can often appear sterile and uninviting, but by adding warm language, you can change somebody’s perspective about your office before they ever open the door.
While many medical professionals are consistent in a straightforward and scientific approach, adding emotion and personal feelings to your newsletters can help humanize you and your staff. Today’s patients are searching for people to care for them, which means building trust through commonality.
Personalize Your Message
We work with many professionals excited to tout their latest training or technology that they brought into the office. While this can be a great idea, it can also miss the mark. Make sure that your audience cares about your message. Think about the questions that patients are asking. Is that something that you can answer in a newsletter that hits a broader audience?
Cut the Fluff – Keep it Readable
Today’s audience is driven toward short, bite-sized pieces of information. While other content types can range in length, they often serve a different purpose. You want your medical newsletter to be a regular reminder about your presence in the community. A regular newsletter helps get your patients to think about scheduling their next appointment and why that is important. Instead of writing a lengthy dissertation about health conditions, keep things short and sweet. A common goal for newsletters is to keep them between 200 and 500 words, or less than a page.
Healthcare newsletters can be a great addition to your practice’s outreach efforts. However, an ill-written or poorly designed newsletter can end up being a waste of your time and effort. If you’re considering adding a newsletter or want to revamp your current monthly mailings, contact us today. We have a team of expert medical writers that can help connect your patients with your practice!