It’s Not About Me, It Is All About You
“Try walking a mile in another person’s shoes.” This old saying reminds us to step out of our own mind-set and imagine things from another person’s point of view. In the case of newsletter marketing, walking a mile in your readers’ shoes can illuminate some key facts—mainly, that they are opening your newsletter because they think there might be something in it for them. It’s up to you to deliver.
Remember who the star is
If life is a play, then each person who walks into your professional practice thinks he or she is the star—and they are all right. Your role is to be a supportive member of the cast. You might assume that clients, patients and referral sources, as well as potential clients and patients, are reading your newsletter to get more information about you and your practice, but they are really looking for information that can benefit them. Keep this in mind as you craft the content of your newsletter.
Eyes will glaze over if you ramble on about your awards and accolades, while valuable and interesting information not only grabs your reader’s interest but helps position you as an expert in your field. It’s the same for even the most basic information: Your clients and patients probably won’t care much that you’ve added staff, but they will most certainly care that your hours have expanded or you now offer payment plans.
One good test is to show your newsletter to your spouse or an adult child. Ask them whether your newsletter is interesting to them.
Paint a picture
People naturally crave a connection to others, and this remains true with your newsletter marketing. Don’t be afraid to show your personality and paint a picture with your words. Giving examples and sharing stories puts a human face (and heart) on your practice, which will, in turn, encourage people to entrust themselves to your care. Aren’t you more likely to trust someone you feel you know?
Create a springboard to action
Your newsletter can be an important tool in guiding readers to what you want them to do next—for example, schedule an appointment or refer a friend. People often need a clear call to action, so be sure to include that in your articles. Framing is essential here, so you want to demonstrate how your call to action will benefit your reader. Instead of simply saying, “Call and schedule an appointment today,” you might suggest that you have appointments available to get the children ready for school, or that with your new extended hours you can accommodate your clients’ or patients’ busy schedules. Presenting a call to action in a positive, helpful way can guide your clients, patients and referral sources, as well as potential clients and patients, to contact your office.
Maintaining the perspective that “It’s not about me, it is all about you” as you create your newsletter is essential to retain your audience’s attention and give them a reason to keep coming back for more. Imagine yourself walking a mile in your clients’ or patients’ shoes, and the path to creating a helpful, informative and compelling newsletter will be clear.
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