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Gain Subscribers to Your Newsletter

Copyright 2003-2008 Beth Mende Conny, WriteDirections.com. All rights reserved in all media.

The content of this article may be forwarded in full without special permission provided it is used for not-for-profit purposes and full attribution and copyright notice are given. For all other purposes, contact Beth Mende Conny Beth@WriteDirections.com.

Newsletters have great appeal—to a limited number of subscribers. But that's okay. A limited number can be substantial; it can even run into the millions. To gain subscribers, you must focus on their wants and needs. Follow these five steps.

1. Narrow your scope
Newsletters differ from mass market magazines and newspapers in that they appeal to a very specific, narrowly targeted audience. The narrower your focus, the greater your depth. That's because you provide the specialized information your targeted readers want, need and simply can't get elsewhere.

2. Create a reader profile
No major magazine gets launched without first creating a profile of its readers, and neither should yours. The reason is obvious: You can't determine content, attract advertisers or even determine your format (particularly if yours is an off-line publication) without knowing whom your publication appeals to. Accordingly, identify your readers' gender, age, income/educational level, beliefs, etc.

3. Align your content and language with your readers
Once you've created a reader profile, you can create or fine-tune your editorial content. Make a list of all of the topics/issues your readers would be interested in. Choose articles that would appeal to the greatest number of subscribers. Write tight, light and bright, using the everyday language of your readers. Be inclusive, not exclusive. Choose words that all readers understand.

4. Be consistent
Newsletter consistency not only means distributing your publication when you say you will (e.g., the first Friday of the month; every Tuesday) but using words, formatting, and content that's consistent with the "founding mission" of your publication. It's this mission that made your readers want to subscribe in the first place. Consistency gives a publication staying power, credibility and professionalism.

5. Choose the right length
Choose a newsletter length that truly meets the needs of your readers and is workable for you. Newsletters, after all, take a lot of time and energy to produce. A general rule: The longer a newsletter, the less frequently it should be published; the shorter, the more frequently.

Beth Mende Conny is the founder and president of WriteDirections.com. She has published more than four dozen books and collections, and helps individuals and businesses bring their projects to publication. She can be contacted at Beth@WriteDirections.com.