Do you want to write a newsletter for your surf brand that people will actually look forward to reading? Whether you’re a surf hospitality business owner or an individual, crafting captivating newsletters is essential for getting your message across.
In this article, we’ll provide you with tips on how to write personality-driven newsletters that will engage your readers and keep them coming back for more. If you’re on the fence about whether or not to use newsletters, take a peek at this piece about newsletters in the era of short attention spans first.
Always have your “Who” in mind
The first thing you need to do when crafting a captivating newsletter is to have your “Who” in mind. Who are you writing for? What are their interests? What would they like to see in a newsletter?
Having a target audience or ideal customer in mind will help you determine the content, tone and style of your newsletter. It will also make it easier to write because you’ll have a better understanding of who you’re writing for. What’s more, having a target audience will help you measure the success of your newsletter.
If you don’t have a target audience in mind, a newsletter for your surf brand will likely be less successful because it won’t be focused or interesting to anyone. Remember, content that appeals to everyone usually hooks no one. So take the time to think about who you’re writing for and what they want to see. It’ll make a world of difference in the success of your newsletter.
Make sure your headlines are catchy AF
To be clear, we’re not talking about writing clickbait newsletter headers here. No, what I’m talking about is making sure your headlines are interesting and make the reader want to learn more.
You see, no matter how great your newsletter content is, if you have a bland or uninteresting headline, people are just going to gloss over it or worse, unsubscribe entirely.
So, how do you make sure your headlines are catchy AF? Here are a few tips:
- Use power words: Words like “amazing,” “unbelievable,” or “incredible” can pique someone’s interest and make them want to learn more.
- Be specific: Vague headlines are a turnoff. Be as specific as possible while still keeping it short and to the point.
- Use numbers: Lists are always popular, so try using numbers in your headlines. For example, “11 Ways to Make Your Headlines Catchy AF.”
- Ask a question: Asking a question in your headline can be a great way to catch someone’s curiosity.
- Use puns: Puns can be a great way to add some levity to your headlines while still making them catchy. Just make sure they’re not too cheesy!
- Use statistics: Statistics can be a great way to add weight to your headlines and make them more persuasive. Not only do they make your argument more credible, but they can also be eye-catching.
Write your surf newsletter in a personable tone
Corporate speak is for, well, corporations. What I want to read are newsletters that speak to me like a person.
I want to know that the brand behind the newsletter is made up of real people who care about their product, and not just a faceless entity trying to make a buck. I also want to hear your opinion and maybe even a story that humanises you. Because at the end of the day, we’re all just people trying to connect with other people.
And that’s why a personable, conversational tone is so important when it comes to a newsletter for your surf brand. It allows us to build relationships with the brands we love and trust—and that’s something we can all get behind.
Be honest – are you more likely to respond to a newsletter if it contains a story or content that you can relate to? I know I am.
So next time you sit down to write your newsletter, think about how you can make it more personal and conversational. It’ll go a long way in building relationships with your subscribers. And who knows, maybe you’ll even make a few new friends along the way.
Create compelling content
This tip is a bit more nebulous but stay with me. Because it doesn’t matter whether you’ve got the best headlines or the number one marketing team in the world: no one is going to read your newsletters if your content is boring.
Seriously, no one.
You need to be creative and compelling in order to hook your readers and keep them coming back for more. This means thinking outside the box, being original and writing content that is both informative and interesting and as we said before, personable.
If you’re not sure what engaging content looks like, don’t stress. All you need to do is ask yourself (and be honest) whether you would be inclined to read what you’re writing. If the answer is a resounding no then chances are, no one else will want to either.
So, what does good content look like?
Compelling content is friendly
Well, it’s different for everyone but a great place to start is by writing as if you’re speaking to a friend. This way, your tone will be natural and friendly which will make readers feel as though they know you and are more likely to trust what you have to say.
Compelling content is easy to read
It’s also important to make sure that your content is well-written, error-free and easy to understand. No one wants to read a newsletter that’s full of typos or is difficult to follow. So take the time to proofread your work and make sure it’s up to scratch before hitting send.
Compelling content is unrestrained
Finally, don’t hold back. I love quotes from famous surfers, but this one from Ernest Hemingway is more apt for this section. He said, “Write drunk, edit sober.” This may not be the best advice when it comes to newsletters (we don’t recommend sending out anything after 3 to 10 margaritas) but it’s definitely worth bearing in mind when you’re writing.
The whole point of a newsletter is to give readers an insight into your brand or business so don’t be afraid to show your personality and let your voice shine through.
If you can do all of this, then you’re on your way to creating content that is both creative and compelling, and that’s the key to hooking your readers and keeping them coming back for more.
Use images and graphics to break up the text
They say that a picture is worth a thousand words, but in the case of newsletter content, it may be worth even more.
Adding an image or graphic to your newsletter can help break up the text and make it more visually appealing for your readers. You’re in the surf tourism and hospitality business after all. And I’m sure you’ve got an endless supply of stunning location shots and dreamy photos of surfers catching perfect peelers.
If so, use them.
People love looking at images and it can also be fun picking them. But beware, don’t overdo it or your newsletter will look like a travel brochure. A couple of images per page should suffice.
Besides adding visual appeal, images can also help to support and enhance the message you’re trying to communicate with your newsletter content. For example, if you’re writing about the benefits of surfing for stress relief, then a photo of someone surfing with a smile on their face would be perfect.
In all honesty, matching images to a newsletter for your surf brand is pretty easy. Even if you don’t have an eye for photography, you can at least see what works and what doesn’t fit.
Keep it brief and to the point
This could fall under the category of creating compelling content but I think it deserves its own mention.
When you’re writing a newsletter, especially if it’s going to be emailed, you want to keep the content brief and to the point.
No one wants to read a long email full of fluff (and if they do, they probably won’t remember much of it), nor does anyone want to read a creative story that serves your desire to show off your writing skills without actually adding value to your reader’s experience.
In sating that, keeping your newsletter brief and to the point doesn’t mean that it can’t be creative, but it does mean that you should focus on delivering your message in as few words as possible.
If you have a lot to say, consider making it a blog post or white paper instead and linking to it from your newsletter. The key is to remember that people are busy and their time is valuable, so make sure your newsletter content reflects that.
Be consistent when sending them out
If you’re going to commit to writing and sending a newsletter for your surf brand, consistency is muy importante.
You can’t be sending them out every other month or whenever the mood strikes you. Your subscribers will quickly lose interest if they only hear from you sporadically.
Find a schedule that you can stick to and make sure your readers know when to expect your next newsletter. Sure, it doesn’t have to be on the exact same day every month, but if you begin by sending newsletters in the middle of a month, you should aim to do the same thing next month.
One thing you can do to ensure you don’t fall behind when it comes to your newsletters is to schedule time in your calendar specifically for newsletter-related tasks.
Set aside an hour or two each week to brainstorm ideas, write articles and format everything nicely.
Treating your newsletter like it’s a real job will help you stay consistent and ensure that each edition is high quality too. Alternatively, you can hire someone to help you with this if it’s not something you have time for.
But however you do it, just make sure you’re consistent.
Make sure your surf brand newsletter is mobile-friendly
Picture this: your favourite brand has just dropped a fresh newsletter and the headline has already got you fired up to read it.
But alas, when you open it on your phone, you’re greeted by a tiny font and long paragraphs plus images that are messier than a toddler’s plate after dinner. Worse yet, you can’t even open the bloody thing because the photos being used aren’t sized for smaller screens. How do you spell “Bummer”?
It’s a frustrating experience and one that happens more often than you’d think. In fact, according to a study by Litmus, 79% of people will delete an email if it isn’t optimised for their mobile device. Ouch. That’s more than half your list!
So, how do you make sure a newsletter for your surf brand is mobile-friendly? Here are some tips:
- Use a responsive email template: this will automatically adjust to the size of the screen it’s being viewed on. You can find plenty of free and paid options online.
- Stick to a single column layout: this will make your newsletter easier to read on a smaller screen.
- Keep your paragraphs short: no one wants to scroll forever to reach the end of your newsletter.
- Make sure your images are mobile-friendly: this means they should be small in size and have a low resolution. You can learn more about how to optimize images for email here.
Consider not calling it a “newsletter”
Finally, and this one is a doozy, but have you considered not calling your newsletter a “newsletter”?
It might sound a bit odd at first, but I’ve found that giving newsletters a creative and catchy name helps them immensely. Not only does it give the impression that your newsletter will be more helpful to the reader, but it also helps you to stand out from all of the other newsletters out there.
So if you’re looking for a way to make your newsletter more successful, consider giving it a new name. And like I said previously… don’t hold back.
Make it as weird and wonderful as you can (but keep it relevant). For example, if you’re a surf brand that makes killer wetsuit drying products, you could call your newsletter “The Drying Times”.
There you have it.
By following these simple tips, you’ll be well on your way to creating newsletters that your subscribers will actually want to read and not newsletters that end up in the trash.
So what are you waiting for? Get started today! Newsletters are generally faster to write than blog articles, which can take some time. Oh.. and if you need any help, feel free to shoot me an email. I’m always happy to chat about all things newsletters.