Writers Tricks of the Trade Volume 5, Issue 5

PRESS “CONTROL” THEN CLICK “BUY” TO PURCHASE THE BOOK UPCOMING EVENTS 5 WAYS TO QUICKLY IMPROVE YOUR EMAIL NEWSLETTER PERFORMANCE  JANE FRIEDMAN REPRINTED FROM WWW.JANEFRIEDMAN.COM  Earlier this year, I wrote about how authors can start an email newsletter. It’s a very big-picture, broad overview of the considerations for email content, frequency, and list building. Once you start sending—and as you observe how well your list grows—you’ll learn all kinds of things about what works and doesn’t work. Here are a few things I’ve learned along the way.  1. IMPROVE YOUR SIGN-UP COPY. Maybe you’ve noticed everyone seems to be starting an email newsletter these days. For that reason (and more), you should customize your sign-up so that it’s specific and unique to what your newsletter offers. Saying “Sign up for my free newsletter” isn’t terribly exciting or likely to get you subscribers.  Here’s a creative writing challenge for you: Can you ask people to sign up without using the words “free,” “newsletter,” or “sign up”? If you’re offering an “ethical bribe” (something free in exchange for an email address), then it’s easy. See Michael Hyatt’s homepage for an example.  If you’re not offering an “ethical bribe,” then consider the unique value or angle of your newsletter. For example, my sign-up copy begins with “Be the Smartest Author” (see the footer of this page).   2. ADD UNEXPECTED VALUE—OR AT LEAST A SMILE. (DELIGHT.) A sure way to keep people opening your messages is to offer something that goes beyond a straightforward “here’s the news” or “here’s the latest thing I want you to buy.” It works even better if it’s an exclusive for your email newsletter subscribers.  Consider:     What free digital download could you offer? Could you record and post a secret video? Could you send handwritten notes (or similar) to people who notice the fine print at the end of your newsletter? (Think: treasure hunt.) Could you arrange a meet-up at a conference with you and the first 10 subscribers who respond?  International Women’s Fiction Festival (Italy), Sept. 24–27, 2015 Novelists, Inc. (NINC) Conference (Tampa, FL), Sept. 30–Oct. 4, 2015 West Virginia Book Festival (Charlesto n, WV), Oct. 23– 24, 2015 San Francisco Writers Conference, Feb. 11–14, 2016: keynote speaker Geneva Writers’ Conference (Switz erland), March 18–20, 2016 AWP 2016 (Los Angeles), March 30–April 2, 2016 A Day With Jane Friedman (writing workshop near Cincinnati), April 29–30, 2016 Midwest Writers Workshop (Muncie, IN), July 21–23, 2016 Willamette Writers Conference (Portland, OR), Aug. 12–14, 2016 Even if you can’t offer something of tangible value, consider how to add something each time that’s meant to do nothing but delight or draw a smile. Bo Sacks does this SEPTwith - OCTOBER 2015humorous image in his newsletter. WRITERS’ TRICKS OF THE TRADE effectively a closing, PAGE 8

Writers Tricks of the Trade Volume 5, Issue 5 | Page 18