is for ...

Dear Alun

Happy New Year and I hope you're looking forward to doing great things with your business and your email newsletter this year!?

In the last issue of the A-Z of Newsletters I asked for suggestions for K and received some great ideas. Thank you very much if you sent in a suggestion - whether it was serious or silly. I was tempted to write about killer copy and kudos, but not kisses! One word that kept coming a lot was knowledge - in that form as well as in knowing and know how. So this issue of my newsletter is about knowledge and how you can use it to grow your business, through your newsletter.

I hope you find this issue helpful.

Best wishes,


K is for Knowledge

Writing a successful email newsletter is not about selling your products or services; it's not about telling your readers what makes you so great. A successful email newsletter is about sharing your knowledge with your readers.

Why does sharing your knowledge help?

  • Become an expert. When you specialise in what you do, you can use your newsletter to demonstrate your specialist knowledge and establish your reputation as an expert in your field, simply by publishing regularly. Experts are held in higher regard, are more in demand and can usually charge more.

  • Go into detail. Don't assume that everyone else knows how to do what you do. Write as if you're talking to someone who knows little or nothing about your industry and you can explain the details that you might normally skip over. This will establish your reputation and readers who really know ‘nothing’ will be grateful that you took the time to explain things. Just make sure you don't sound patronising, as this will undo all your hard work!

  • Give it away. The more help and advice that you give away for free, the more people will come to you when they are ready to pay for your time and expertise. Closely guard all your knowledge and your readers will see you as someone who is not happy to share and as someone they do not want to do business with.

Share your knowledge and your ideas with your readers and you will be able to build your reputation, as well as a loyal army of readers and clients.

If you have any questions about email newsletters that you'd like to ask, please do call me on 01635 578 500 or click here to email me.

K is also for Newsletter Know How

If you've been reading the A-Z of Newsletters for some time, you'll know by now that I'm developing a new service, called Newsletter Know How. It's an online newsletter club where you'll be able to get regular help with your newsletter, like keeping up momentum and finding new ideas to write about. Putting together all the resources I want to give you is taking longer than I thought and we're looking to launch the club in March.

You can pre-register now if you're interested in joining. There's no obligation and you'll be one of the first to hear of the great discounts available for members. Just click here to pre-register or email me for more details.

Need Knowledge Now?

If you can't wait until March and you'd like to know more about developing your online marketing, come to a seminar I'm running on 23 January (in the evening) and on 24 January (in the morning). We'll look at Google AdWords, Search Engine Optimisation, newsletters, blogs and more. All for just £25 (+VAT). Click here if you'd like more details.

Created by JAC: the most helpful email newsletter service in the UK

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