by Helena Kaufman
Part 1 – How to ‘talk’ to your readers
If you accept that what works to attract and maintain a thriving business is a clear, well crafted message, then you appreciate that it must speak to your readers’ interests and resonate with them. It is about ‘them,’ not simply you, your offerings or passion for your art.
If business communication is marketing, then sales is the conversion of your readers to buyers.
More than 75% of business today takes place in email. Given the volume YOU receive, you might wonder if what you send is read, tossed or ever considered.
Now is not the time to back off or disappear. Now is the time to:
- Be consistent to show persistence and reliability
- Send quality content to increase your open rate and to convert more readers to buyers
OK! Know that your message will evolve continuously from feedback in all the places Artisan Ally columns suggested you take it to, for practice and profit. To give the mail you send high impact and a personal feel, consider this:
- Contacts have shared their email for THEIR benefit, not yours. Resist sending frivolous news, gossip or factoids. Interesting, useful, solution offering content will increase both your open rate and conversion to sales.
- Use the singular form in your writing. Avoid the language or the mindset of ‘hello everyone’. It’s just you and me talking 1:1 right now, isn’t it?
- Write as if you are sharing your marketing message with a friend. Envision your reader.
How often to send?
Pick a schedule that suits your news, events, plans and product offerings. Be consistent with the expectation you set and what you can truly manage, be it contact once a week or once a month.
More specifics on maximizing content next issue!
Helena Kaufman is a writer and communications trainer. In 1982, success at promoting, marketing and writing about 200 artisans launched Helena as an event publicist. The designers who sold at the Annual Manitoba Christmas Craft Sale exhibited original functional and decorative pieces in fibre, pottery, metal, oil, paper, wood, distinctive wearable art and more. Helena worked to raise their profile, bring media attention and increase their sales. She now shares some of that savvy in the Artisan Ally series. Helena’s writing and communications site can be found here.