How To Attract 'Skim Readers' In Your Newsletter
So how do you get your message across? And how do you get them to read more?
The key is to include "hooks" that create interest. Each of these hooks must be relevant and interesting to the reader.
Hooks come in many forms, much as:
Headlines -- Every headline should be interesting and engaging -- not boring. It should pass the What's In It for Me? test. In other words, it should appeal to the selfish interests of your reader.
Subheads -- These break up long blocks of text, giving you another opportunity to attract attention. The same rules apply for subheads that apply for headlines.
Pictures -- Make these visually stunning or of a relevant subject. Avoid "stock" photos that could appear in any newsletter or magazine. Use pictures of people -- faces attract.
Captions -- These are among the most-read elements on a page. Make them interesting and relevant. It's often worth putting your most important message in the caption, as this is one of the first places your reader's eyes go when they first look at an article.
Boxes and panels -- These visual elements make text less daunting because there's a shorter time-commitment needed to read them.
Introductions -- The first paragraph of a story is make or break. If it's dull, uninteresting or lacks relevance, your reader will stop right there.
In summary, make your page look appealing; give readers lots of 'entry points' into your article, and give valuable information even to those who don't have the time to read the entire text.
Related Tags: writing, marketing, newsletters, graphics, headlines, newsletter marketing, customer newsletters, captions
Simon Payn is founder of Ready To Go Newsletters - the quick and easy way to keep your customers coming back.
For a free newsletter you can use to send to your own clients, visit http://www.readytogonewsletters.com or see Simon's blog at http://simonpayn.typepad.com
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