Where Do the Ads Belong? And Other Newsletter Marketing Mysteries

By Jessica Albon
It’s only natural to wonder. Do those hype-y, over-the-top ads actually work? Are publishers who beg, plead, and cajole readers to buy actually making sales? And, is it possible to publish a profitable newsletter without resorting to slimy tactics?
The answer, of course, is yes. (To all three questions, by the way.)
Before I explain how to publish profitably without slimy copy, let’s take a look at the number one question I get about newsletter advertising–where on earth should the promo copy go?
Assuming all copy being equal, if you put your promo at the very top of your newsletter (before any other content, but after the nameplate), you’ll make the most sales. You’ll also get the most unsubscribers and complaints.
If you put your promo in the middle, you’ll make fewer sales and have fewer unsubscribers.
And if you put your ad at the very end, prepare to make very few sales. But, hey, no one will complain.
As you can see from NIF, I usually put the ad in the middle. It strikes me as a good balance–it’s visible, and you can always skip it if you’re not interested.
When might you put it elsewhere? If you only have one piece per newsletter, and that piece is really short (say, you send out a regular quote or paragraph of coaching), putting your ad at the bottom makes sense–it’s after the great content, but still pretty visible.
If you’re launching a new product or service or trying to prove to your boss or client that a newsletter can deliver the sales, the top might make the most sense. It’s all about priorities.
Once you’ve determined the right placement for your newsletter, you’ve got to actually write the darn thing. And that, like most newsletter tasks, is easier said than done.
There is a straightforward way to do it, though. And that’s this: simply describe the experience your reader can expect to have. Render it with as many details as possible, covering the basic who, what, where, when, and how.
If you do a great job with your description, you’ll probably find it’s too long for your newsletter. But the editing should come after you’ve actually written it out. Don’t edit as you go.
What’s the right length? Shorter is better, but if what you’ve written is compelling, friendly, and enjoyable-to-read, length doesn’t matter nearly as much.
Include as much of the description as you think is necessary–it is your newsletter, after all. You’ll get better at sharing the just-right details as you practice more, and along the way, your readers will probably be more patient with you than you expect.
So, put your ad where it belongs. Write it as long as it needs to be (and no longer). And let yourself get comfortable with the idea of presenting what you have to offer for your readers to consider. It’s a sure way to publish a newsletter that’s both profitable and a joy for readers to read.
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