Category: business writing

business communication, business writing, content, content ideas, writing advice, writing better

5 Best Practices for Repurposing Content for Business

1. Check your tags – When repurposing content, add hashtags to social media posts and vary the amount. More or fewer can influence the results. Tag people or companies who may be interested in your content or any you name in your post.

A woman sitting at a desk thinking while repurposing content.

2. Add images – A picture can stoke curiosity. Nielsen Norman Group studies indicate online photos should be informative. People tend to ignore decorative pictures and favor those with real people. Also, some social posts perform better with or without photos. Experiment.

3. Track links – Generally, those at the top of an article or newsletter, where people tend to look first, may perform better than ones in the middle or at the end. Also, it depends on the platform. LinkedIn posts with offsite links might not see as much exposure, so links in the body of a post there can get fewer impressions than those in a comment.

4. Test your headlines – If you resend an e-newsletter or recycle a post, try another headline. If possible, include an emoji. For blog posts, which are sometimes optimized for search engines, research keywords people search for and questions people ask to tweak your headline and help increase your visits or impressions.

5. Edit – Rewriting your content to improve it can increase the odds people will read it. A social media algorithm may prefer a well-written post over one with errors. Editing especially helps blog posts, which can benefit from more precise keywords and to follow Google algorithm trends, in-depth, research-based text.

Need help reposting or repurposing content? A content repurposing service can make over your business content to improve the results and help you gain the right leads.

BOOST YOUR ENGAGEMENT

How do you repurpose your content? Feel free to comment further below.

Quotes

“Rather than waste or eliminate items which you don’t currently use, discover a new way to improve and enjoy their value.” ~ Susan C. Young

“Content repurposing is about getting the maximum return from every single piece of content you create. Content repurposing can take many forms, and there are lots of different and creative ways you can repurpose your content, but every content creator must repurpose.” ~ Amy Woods

business communication, business newsletters, business writing, newsletter advice, newsletter tips, newsletter writing

5 Ways to Improve Your Business E-Newsletter Headlines

1. Test some emojis in e-newsletter headlines – Depending on your audience and the context, one per subject line is fine to help your readers understand the content. They’re more common in business-to-consumer than business-to-business newsletters. Certain companies and industries, such as the legal field, which have strict advertising guidelines, may frown ☹️ upon them.

2. Stay error-free – Don’t make typos — not even intentionally. Some marketers make mistakes (or pretend to) to give them an excuse to send an update later. As I’ve discovered through trial and error, a correction email often gets more opens than the original. But it’s better to be honest.

3. Write it well – As SaaS content writer Masooma Memon suggests, “Keep subject lines short, clear, and simple.” She also advises that power words, such as “insider” and “secret” can entice clicks.

4. Keep to one subject (per line) – Describing more than one topic in an email headline doesn’t always work when attention spans tend to be short. If you have more to say, save it for the preview text, where you can expand on the meaning if it makes sense to do so.

Example:

Subject: See How Knowledge College Can Secure Your Future at Our Open House
Preview text: And get the secret recipe for career success.

5. Avoid click-bait – For example, if you’re promoting a breakfast seminar, it’s better to describe the subject of the talk rather than writing, “Bacon, Bacon, and More Bacon!”. When readers discover the true nature of the email, they can feel like you’ve conned them, and you may lose credibility with them.

Based on a #ContentChat hosted by Erika Heald.

Does your e-newsletter fail to get clicks? Find out what you should tweak to help your content connect with readers and gain the right leads.

GET A FREE E-NEWS AUDIT

What are some other ways to polish your e-newsletter headlines? Feel free to comment further below.

Quotes

“When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.” ~ MailChimp

“A subject line is like a newspaper headline, a title on a book’s spine, or the key slogan of a print media ad. It tells the user that this is all about. And it should do so in sparkling style — seamlessly channeling your brand.” ~ Win Goodbody, Senior Product Manager, Sitka Technology Group

business communication, business newsletters, business writing, newsletter advice, newsletter tips, newsletter writing, writing a newsletter

5 Newsletter Writer Skills for Better Engagement

Pen sitting atop an open notebook in front of a laptop next to a mug on a table ready for a newsletter writer.

1. Great writing – Clear, simple, and concise writing maintains interest better than long, rambling sentences and big words. Beyond those basics, a newsletter writer should excel at “writing tight.” Newsletters are often 500 or fewer words. Most e-newsletter content is condensed, such as news, featured blog posts, or upcoming events. A good newsletter writer should have the skills to say more with less.

2. Sticky subject lines and catchy CTAs – Great newsletter writing also involves creating strong headlines and “calls-to-action” (CTAs). The best ones feature a benefit, some urgency, and are clear, concise, and enticing. They do much of the “heavy lifting,” influencing people to keep reading or do something, such as clicking on a link. They help you and your audience get somewhere. Like CTAs, headlines that build curiosity, with “power” words or adjectives, can get results.

CTA Example: Get $5 Off Now
Headline Example: Enjoy Some Brews, Do Good, and Have Fun This Saturday

3.  Industry knowledge – Some industries have their own advertising guidelines; sometimes marketers must follow them as required by law. A newsletter writer who understands and abides by these rules can make your marketing life easier.

4. Formatting for scannability – From placing photos to adding links and bullet points in the right places, attractive visual elements make a message a “must see.” Some people are more talented at these aspects than others.

5. Attention to detail – An e-newsletter often involves more elements than other forms of e-content. An ability to see the “big picture” — how all the different parts work together to form a whole — is essential. Beyond editing and proofreading, some easy-to-overlook details include checking links, names, and figures. An eye for color and design can also add to the overall impact of an e-newsletter, and these elements should be consistent, too.

Find out if your newsletter features these aspects and connects with respect for readers to help you gain the right leads.

GET A FREE E-NEWS AUDIT

Which other skills should an e-newsletter writer have? Feel free to comment further below.

Quotes

“There is no formula for the perfect email — authentic and honest messaging works.” ~ Anonymous

“If social media is the cocktail party, then email marketing is the ‘meet up for coffee’ — the original 1-to-1 channel.” ~ Erik Harbison

business writing, writing advice

5 Ways to Say Thank You

1. Tell a story – Among the many ways to say thank you, describe how the receiver of your message made you feel. Detail how they helped you or your company/organization and why their actions were memorable.

Example: “DeShawn, I’ll never forget the time when you and the team collected donations for our local food bank. Your efforts built morale as everyone worked together for the greater good. Thank you for coming up with this idea and for inspiring us to serve people in need in our community. We couldn’t have done it without you.”

2. Highlight the good – Name the qualities you admire in the person.

Example: “Mary, I truly appreciate your attention to detail. I never have to worry about an error in our inventory reports. Your quick response to my questions has also meant a lot to me. Thank you so much for all of your help.”

3. Simplify – Even a short sentence or two can make an impact.

Example: “Taylor, you’re the best. Thank you for your business throughout the year. Whenever you need more toner for your printouts, we’ll be happy to serve you.”

4. Be human – Imagine the person you want to thank sitting in front of you. What would you say to them? Write like you would speak — ditch the jargon and lose the formality. Express warmth and kindness sincerely and naturally. Add some enthusiasm. An appropriate quote can also make an impression.

Example: “As Shakespeare wrote, ‘Some are born great, some achieve greatness, and some have greatness thrust upon them.’ John, thank you for contributing to another profitable year. Your great dedication to our customers has added to our success. You’ve made quite a difference! As the new year approaches, I’d love to work with you again. All the best to you and yours.”

5. Borrow – If you’re struggling to find the right words, read 15 Different Ways to Say Thank You in the Business World or 20 Best Thank You Messages and Quotes to Show Customer Appreciation. Make the wording your own.

Could your “thank you” note use a dash of class? Feel free to comment below.

Quotes
“As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.” ~ John F. Kennedy

“I would maintain that thanks are the highest form of thought and that gratitude is happiness doubled by wonder.” ~ G.K. Chesterton

business communication, business newsletters, business writing, newsletter advice, newsletter marketing, newsletter tips, newsletter writing, Uncategorized, writing a newsletter

5 Elements of an Effective Newsletter for Business

1. A descriptive headline – Among the most crucial elements of an effective newsletter for business, the subject line should refer clearly to the content while it entices people to open.

Example: Is your Rx running low? (DFD Russell Medical Centers)

It should also provoke curiosity. Use power words, numbers, news, or scarcity (“This Friday Only”) to grab attention. Subject Line, Sharethrough, Advanced Marketing Institute’s Headline Analyzer, and other analyzers can help you choose click-worthy headlines.

2. A simple structure and design – Follow AIDA, which stands for attention, interest, desire, and action. Generally speaking, put the most important information at or near the top, where people tend to look first.

Research and marketing firm Fenwick studied several B2B newsletters. Those they ranked the highest contained an average of 241 words, used few images, had one column, and featured the same colors and branding as the companies’ websites.

3. Interesting content – Ask yourself why you’re sending your newsletter to determine what to include. Do you want to get more leads?

After you’ve started, the challenge is to keep people reading. HubSpot suggests you do that through “building relevance.” If you know why you’re sending people your newsletter, ask yourself, “What value are they going to get from it?”

4. Personalized copy – Michael Katz, an expert on professional services and solopreneur newsletters, recommends you blend stories about your life experiences with your business knowledge to connect with readers and build trust.

A more personal touch may make you stand out as someone people can relate to rather than a faceless brand name. It can also keep your content interesting.

5. Ease of reading – Check the readability level. Some grammar experts advise that your content read at an eighth or ninth-grade level or below. To check the level, use The Hemingway App.

An overlooked part of newsletter design is compliance with accessibility standards such as the Americans with Disabilities Act of 1990 (ADA) and the European Union Accessibility Directive. The ADA requires certain businesses to accommodate people with disabilities. Web content for them should be accessible for navigation by voice, screen readers, or other assistive devices.

The ADA guidelines apply to businesses that run 20 or more weeks yearly with at least 15 full-time employees or those that provide public accommodation, such as inns and restaurants. These are the ADA legal requirements for an email.

Learn more about crafting engaging and effective business e-newsletters.

What do you think are the most effective elements of a newsletter? Feel free to comment below.

Need help with your e-newsletter? Check out The Ultimate Guide to Writing a Newsletter, my business newsletter writing packages, or request a free e-news audit.

Quotes

“When setting the goal for your email, you want to consider how to send the right email to the right person at the right time.” ~ HubSpot

“Regardless of which type of email you are sending, your reader needs to know what you’re trying to convey. Aim for a clean, straightforward design to display the value you are sending.” ~ HubSpot