This post is by guest author, Marsha Robinett. This article has been edited and published with the author's permission. You should submit an article and share your views as a guest author by clicking here.
What is it that keeps you from sending that newsletter? Is it a time factor? I certainly would never presume to tell you how to manage your time, but I will say this...your newsletter is one of your most important marketing tools. I would encourage you to make time. One time saver would be to use a template. If you don't have one, you can save your first newsletter and use that as a template or 'pattern' for your next newsletter.
Perhaps you feel you can't write or don't know what to write about? This isn't an English assignment...think of it as a letter to a friend. Your first newsletter will be the hardest. After that, each one will become easier and quicker.
First of all, lets get past the issue of not knowing what to write about. You need a simple shift in mindset. You need to understand - you are an authority on what you do. You are an expert in your niche.
Write about what you know. Tell them why you paint, what inspires you. Write about the process, some of your subscribers will be other artists wanting to learn from you. If you were recently in a show and won an award, tell them and perhaps include a picture. Got an upcoming show...let them know.
You could include additional smaller photos of your work...a new painting or one from long ago. Do you have something you've been working on for awhile...tell them, entice them a little. Give your subscribers an opportunity to purchase a piece at a special price.
Keep in mind you don't always have to talk about yourself or link to your own website. Mention a great blog post you read recently and provide the link, or how about introducing them to another artist you admire? Lastly, invite them to forward your newsletter to a friend.
Now that we have that cleared up, lets talk about getting started. First of all, include a "Grabber" photo of one of your pieces at the top of the page. Now, tell them about it and leave a link back to your website so they can purchase.
This will get their attention and use up at least a third of that empty page :) See your newsletter's already well on it's way!
Now for the "I can't write issue". Gone is the era of the traditional long-format email newsletter. This type of newsletter is out; short, resourceful, and to the point is in. Your subscribers will appreciate getting a quick update on your career, a few tips if they are artists, and perhaps a special offer just for them.
Consider yourself and the type of newsletter you enjoy receiving and how you read it...or don't. Short is good, in fact, short is better. People are busy today and tend to go through their email in a hurry.
If you can talk you can write...it's just that simple. There is no need to anguish for hours over creating some perfectly formatted written piece to send out to your subscribers. Remember, we're going to keep it short and concise...writing about what you do...with an occasional surprise just to keep them on their toes.
Learn to write in 'speak'...simply defined (write as if you were talking to them). That takes all the formality out of the composition...what you say will instantly have a more friendly ring to it. Your reader will feel more connected with you and what you have to say. What you are writing becomes an intimate conversation.
Still lacking in confidence?...remember this. Your subscribers signed up for your newsletter because they want to know more about you, your art, and your thoughts. They have given you their vote of confidence and are waiting to hear from you. So...what's stopping you?