Author: Michelle Troutman

Michelle Troutman has spent more than a decade crafting attention-getting newsletters and other content for service providers. She specializes in creating standout e-newsletters for law firms and economic development organizations. Her marketing and business administration background and education enhance clear and persuasive copy that speaks to the right clients. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires service professionals to create engaging content. She enjoys helping businesses that sell their expertise reach their ideal customers.

business communication

5 Ways to Make a Business Newsletter Interesting

1. See your stats. Look at the numbers to see how many people open your newsletter. If the reason why your newsletter isn’t “clicking” isn’t clear, you can consider other aspects of it, or survey your readers. The results can help make a newsletter interesting.

2. Write what people want to read. Besides surveying your readers, analyze any social media and website content metrics you might have to see what your visitors read and search for most.

3. Look at the length. In my experience, people prefer to read shorter content. Think of your e-newsletter as an email. Do you like to read long messages?

4. Examine your top copy. According to HubSpot, headlines with 41 to 50 characters work best on mobile devices. Split A/B testing with different headlines to segments of your subscribers can help you pinpoint what entices your readers. Putting your subscribers’ names in the messages and subject lines, or personalizing them to their locations can also appeal to them.

5. Eye your design. This can be a trickier aspect of e-newsletters. Not everyone can afford heat-map tracking user studies to see where people usually look in your newsletter. Again, surveys can help, as can feedback from people you trust. Obviously, it’s best to create your messages with colors and fonts that look attractive and easy to read in most email clients and on mobile devices.

Need advice to help you make a newsletter interesting? Contact me for a free e-news audit today!

Quotes

“Facebook Fan Pages are email newsletters with smaller pictures.” ~ Jay Baer

“Don’t send out a newsletter just to send out a newsletter. One newsletter a year that is really interesting is more beneficial than 12 that are boring. If you write two or three newsletters in a row, your readers will start to think you write boring books.” ~ M.J. Rose

5 Steps to Write a Blog Post From Start to Finish

1. Brainstorm. To write a blog post, find a topic interesting to your target market through surveying customers or analyzing data, such as keywords they search for. Competing websites can also spark some inspiration. If you want higher page rankings through Search Engine Optimization (SEO), research keywords with Google Ads or other tools and questions people ask. Add those words or phrases to the title and subheadings or to the content, as relevant.

2. Research and outline. Research can help you narrow down the topic of your post. Outline, or have a rough idea of what you will write about. Lists are another, easier form of outlining. For non-list posts of 800-1,000 or fewer words, cover two to four main points. For example, a post about how to get a home ready to sell could include advice on pricing the property and making it appealing to buyers (cleaning it, clear photographs, etc.).

3. Write. When you write a blog post, start with the most interesting parts of the topic. Lead into the body of your topic and reach your conclusion. You can write a call-to-action in the middle (better for longer pieces) and at the end to promote products or services, or ask readers what they think of the topic to generate comments. HubSpot offers some blog post templates for inspiration. Add appropriate keywords at or near the top and linking back to any of your existing articles on or related to the topic to enhance SEO.

4. Make a headline. After you’ve written the article is a great time to create your title; if you’ll use SEO, remember to include your keywords. Adding a benefit can also increase interest. Titles for lists tend to be easier to write.

Example: 7 Little Known Tricks for Increasing Pay-Per-Click Leads

5. Edit, proofread, and compile. To save time, run your piece through spell-check first, then the Hemingway App. Then triple-check your spelling, grammar, and punctuation on-screen and printed out. Read it aloud. Have someone else look at it, too. Add a relevant photo for greater visual appeal and check the overall format to see if it’s easy to scan. Also, before you publish, check facts and any links, that you included any SEO keywords, and that all is correct. And ensure that you’re not making these common blogging mistakes.

The Classy Writing Blog

How I Write a Great Blog Post for a Client

“Not sure how to write a great blog post? A great blog post should answer any questions your reader has while it informs and entertains him or her….” Read more.

Quotes

“The first thing you need to decide when you build your blog is what you want to accomplish with it, and what it can do if successful.” ~ Ron Dawson

“Don’t try to plan everything out to the very last detail. I’m a big believer in just getting it out there: create a minimal viable product or website, launch it, and get feedback.” ~ Neil Patel

Comments? Suggestions? Need help? Feel free to contact me.

Michelle Troutman
classywriting.com

blog, blog writing, blogging, blogging for business, business blogging

How I Write a Great Blog Post for a Client

Not sure how to write a great blog post? A great blog post should answer your reader’s questions while it informs and entertains them. Here’s how I create informational blogs for my clients.

A woman with her hands at a keyboard, showing how to write a great blog post.

1. Planning: I work with my clients to develop blog post topics — with any keywords — and outlines. The outline may be based on their keywords, topic and goals for the post, and their target audience’s needs and wants. I often go through the outline with the client or email them one for approval before I start writing.

If you need keywords, with my Search Engine Optimization (SEO) experience, I can provide the best keywords on the topic for pay-per-click advertisements and higher organic search engine rankings (results without help from ads). I also usually research questions people ask and competing websites to see what has already been covered.

2. Writing: I can write a great blog post with fresh, attention-getting content before deadline using my imagination rather than artificial intelligence. It will also have an enticing headline — or a series of headlines — you can choose from.

If necessary, I create subheadings to engage readers throughout the post and credit sources. I may also include any links to content of the client’s choice, and public domain or copyright-free images. Social media blurbs to promote the post are another option.

3. Rewriting: I’ll edit and proofread or do a copywriting “makeover” to polish the post before I send a final draft. This also includes checking any links and/or facts. I’m flexible enough that if you prefer, you can write the piece and I’ll rewrite and do fact and/or link checking.

4. Final draft: I’ll email my draft for the client’s approval. Afterward, I offer two rounds of revision free if they’re requested within 30 days or less, based on the original copy. Upon approval, I’ll send my invoice. And, if you’re happy with my work, I can write a series of posts at a discount for a fixed monthly fee.

For more info, see my blo g post packages.

Uncategorized

5 Reasons Why You Might Need a Writing Coach

1. You struggle to come up with the right words. Sometimes, writing just doesn’t come naturally, and you don’t look forward to it like you do to watching your favorite TV show. It’s so much easier when you have someone like a writing coach to guide and inspire you to make the right choices that will have the best impact on your readers.

2. You feel like you fell asleep in English class. Some of the most talented people can lack confidence in their abilities — perhaps you think you need more “schooling” in grammar, spelling, and punctuation, and that you can’t string together a coherent sentence. A coach can help you improve the basics so that you’ll feel like you have an edge on writing.

3. You can’t finish what you start. If something seems formidable, we can create all kinds of excuses to procrastinate. Let your coach give you some tips on where to go with your copy to make it more interesting and motivate you to keep going.

4. You don’t know how to write blog posts/newsletters/social media/press releases/etc. I’ve been there and done that, and have learned from my successes and failures in writing marketing materials over the years. Let a coach’s experience be your guide and help you prevent basic writing mistakes so you’ll have a competitive edge when you’re just starting out.

5. You can’t stop editing your writing. In a quest for perfection, some of us just can’t leave our copy alone. I get that. A writing coach can help you decide when you’ve reached the point when you should stop.

The Classy Writing Blog

How Writing Coaching Works

“I recently started offering writing coaching. If you think you need a coach, here’s how it works….” Read more.

Quotes

“Reading and writing, like everything else, improve with practice.” ~ Margaret Atwood

“Writing is like a sport — you only get better if you practice.” ~ Rick Riordan

Comments? Suggestions? Need help? Feel free to contact me.

Michelle Troutman
classywriting.com

business newsletters, e-mail newsletters, e-news, e-newsletters, electronic newsletters, email announcements, email blasts, email newsletters, enews, enewsletters, newsletter advice, newsletter marketing, newsletter tips, online newsletters, Uncategorized

Healthcare Email Marketing: Best E-Newsletters

In my newsletter, I discussed the aspects of effective emails — check out these examples that follow healthcare email marketing best practices, with good design and writing.

DISCLAIMER: I’m not affiliated with any of these sites. I like their content, and present it for educational purposes only for better healthcare email marketing.

1. MaineGeneral HealtheMatters – They present their information in a visually appealing way while projecting a positive image of their organization to build trust, to keep patients, and get donations. Donors can give money with one simple, easy-to-find click.

2. MaineHealth Health Matters e-Newsletter – MaineHealth’s engaging e-newsletter truly informs, with healthful recipes, links to health tips and videos, and news everyone can use.

3. Consumers for Affordable Health Care (CAHC) – The weekly Coffee CAHC e-newsletter covers federal and state policy news about health care. It’s distressing, though, how much it has become politicized and how divisive the issue of access to affordable health care has become. Aside from the political issues, I applaud the informative content, and they make great use of subheadings throughout to break up the different sections.

Are you getting enough leads and revenue from your newsletter? If not, contact me for a free e-news audit today!

What do you think? Do you have any great newsletters to share here?

Published November 6, 2018