When you write about a specific subject in your newsletter, the best way is to break it down into its basic components, and explain it simply using everyday language. This exercise is more difficult than it sounds, because the idea is to make it not only interesting, but to appeal to as many readers as possible to gain their trust and form relationships with them. By breaking down a subject, it will then lend itself to a number of other subjects which will become fodder for future articles.
Do a postcard campaign to gain interest and increase your readership. This is cheaper than creating a large quantity of the first edition of your newsletter and potentially losing most of them to an uninterested audience. The postcard campaign would have to be run over a series, as in today's society not everyone responds immediately to information, they may need to be coerced into your way of thinking, seduced into the benefits of your profession, and stimulated by fascinating facts that they may not have thought of before. Sometimes it can take several goes to gain a follower.
Please don't bore your readers too much about your business (this may sound unkind, but people are notoriously self-centered, and only think in terms of what is in it for them). You could easily explain the various features of your company through the benefits it offers, by writing about successful case studies, funny stories with good endings, witty and entertaining information articles about certain subjects you want to get across, special offers that cannot be resisted, competitions to raise awareness, 'try before you buy' offers to get them across your threshold...
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