Whether you're in the planning stages or you're a newsletter veteran, finding a topic and writing a great newsletter can be a challenge. What to write about? Who will want to read this anyway? What if I don't have any real news? These questions might make you want to just head to the studio and save the writing for (yet) another day, but if you caughtmy last column, The Procrastinator's Guide to Newsletters, you'll know it's time to get started!
Here are a few ideas that can help.
First, let's clarify your newsletter goals. Simply put, your main short term goal is visibility and presence. Your email is a powerful, effective reminder of you and your art. Getting your email opened is the obvious, but not so simple short term goal.
Long-term, you're building a relationship with interested collectors, patrons, artists, students. Your list is your fanbase, your people, those on whom you will call for support and enthusiasm with all your future endeavors, who will continue to follow, study with you, perhaps eventually collect, and share and spread the word about you.
Viewed in light of these goals, a newsletter shifts from a being task to complete to a resource to nurture. It helps to be consistent, responsive, and real. I think of my newsletter as a conversation developed over time with someone I would love to sit down and catch up with over coffee. With each newsletter, you are creating a conversation with your readers. Individual "comments" can be short, topics can vary. Above all, the conversation has to stay interesting. If this fills you with fear, relax. It's simpler than you think.
6 tips to help you focus and get going, with your short and long-term goals in mind.
- Start with a Great Subject Line As any good journalist knows, an attention-grabbing headline is everything. I learned in a recent analysis that my best 2020 email open rates corresponded not necessarily to the most interesting emails, but to the ones with the catchiest subject lines. Which would you rather open: 'April Happenings' or 'A Pinch-Me Moment"? Hint: don't start with this-create it after you write the newsletter. That's when you'll know what it's really about, and how to spin it in a fun way.
- Let Your Images Speak. Your audience signed up because they like your art-let it do most of the talking.
- What's the Story? You might have a show announcement or a new class offering, or a big award, or you might be sharing a new painting. Always remember: what's in it for your reader? Regardless of your 'news,' your goal is to bring value to your reader. Whether it's inspiration, or a brief behind-the-scenes look at your show, painting, or process. Give them a payoff for opening your mail.
- Keep it Short. Think about your own inbox. What do you want to open first? Right now in my inbox there languish several emails I want to get to: Interesting, lengthy missives I know I should take 15 to 20 minutes or more to read. But too often they stay there until they are obsolete, and then I delete them. Don't become your audience's should-read. Instead, be your reader's two minute treat-a quick, reliable, reward, a delight break from the daily onslaught of work, bills, and ads.
- Lift the curtain. Nothing new to share? Take pictures of your studio or create a quick video tour. Everyone loves a peek into where the magic happens-messy or meticulous, the materials you work with hold fascination for your fans and collectors.
- Be real. Maybe the most important thing to remember as you shape your newsletter is this: share who you are, relax and be yourself, as if writing to a friend having coffee. You are developing relationships, so let people see who you are.
Next time, we'll look more closely at ways to create content that grabs your readers and builds your business, using your images as creative building blocks.
