1Writing your Opening Messages
Dani Montoya
Taylor Market Media Groups

Even though the majority of building your newsletter is done by choosing product briefs from the Content-on-demand library the opening paragraphs are the most important part of your newsletter and care should be taken to make sure that what you write is of interest and relevance to the recipient.

The opening messages are located in what I refer to as the "Prime Real Estate" of your newsletter, which is also referred to as "Above the fold". It is your opening messages that will draw the reader into your newsletter and make him want to continue to read it.

Usually the toughest part of getting your newsletter out is "What" to write about so I though I would share some ideas.   

Upcoming Events- In the electrical distributor industry there are always on-going events that will benefit our customers, whether it is in-house, such as an open house, or counter day,  manufacturer sponsored such as Automation Fair or an industry specific expo such as Electric Expo. You become a value to your customer when you remind them about and make it easy for them to learn more about shows and events that will make a difference to their career and business.

New Lines - Bringing in a new line is usually a big deal to you but the trick is to let your customers know you now carry it. What better way to let them know then a quick paragraph about the new line, and why you chose that line, (remember to talk about the benefits and not just the features), then choose several product briefs from that line for the rest of your newsletter.

Training classes- If you have in-house training then I suggest that you always devote one of your opening message areas for training classes. Your customers will get used to seeing it month after month and will know that it is something they can expect from you.

I subscribe to a lot of e-zines that have to do with email marketing and one "www.wordbiz.com" wrote an article called Top copywriting tips when you can't afford to hire a pro. Within the article was a quick list on how to write copy when you are not a copywriter. I thought this list was valuable so I am duplicating it here.

The top 10 keys to successful online "sales" copy are:

1. Grab attention with a great headline
2. Write from your customer's point of view
3. Write about benefits, not features.
4. Read your copy out loud.
5. Get a colleague or customer to review your copy.
6. Write as if you're speaking to one person.
7. Be specific.
8. Be simple.
9. Include an offer (or link) "above the fold."
10. Include testimonials.