We make newsletters people want to read, so they remember you, and invest more in you.
No, newsletters aren't dead. They are dying because we didn't make the content as good, and we thought that giving a self-promoting newsletter filled with content about ourselves would work.
It doesn't.
We get it. Great newsletters are really hard to do.
Here are the most painful challenges.
"You need to update them about our latest affairs!"
Yes, you had a swanky new office you opened. And perhaps you have a new service offering. That's all well and good, but the question is: How do you make that relevant to those reading?
It's not that your readers don't care, but they can't see how they can immediately make that applicable to their lives.
"You need to get them to do something!"
We've done newsletters for years now, and clients often tell us that they would like to push readers to donate, buy something, and we tell them - it's not that it's impossible, but your stories need to be more emotionally resonant.
So that readers would connect on a deeper level, and want to invest their hard-earned monies in you.
"It's expensive, and much cheaper to do 'digital'."
Don't get us wrong. We love paper, and can talk to you for days about what paper to use. But the truth is - yes, it initially does seem cheaper to do it digitally. But when you miss that personal touch that comes from a newsletter hand-delivered to your home, or nestled within the seat pocket in front of you on a plane, you miss that chance for a personal connection.
Here's what we focus on to make newsletters work.
Resonant Stories
New bak kuh teh (pork rib soup) round the corner? We make sure we include that. Why? Because people love reading about things they can act on and use, rather than just reading miserly updates on what's happening.
Journalistic
As writers, we pride ourselves on being journalistic. That means going down to the locations, having coffees with people, laughing with them, and just asking "Hey, what do you think is interesting here?" Then we listen, and write.
Data-Driven
We make sure that the stories we write map to the outcomes. They aren't just stories we put there. We track the number of times people scan the QR code, go to the page, and then see if that drives outcomes the client desires.
Here's how we've done it.
Post General-Elections, Tanjong Pagar Town Council wanted to thank their residents with a heartfelt letter - through their newsletter. They personally mailed it into the homes of every resident, ensuring everyone had a copy, and knew that the support was not taken for granted.
We made it personal with doorstop deliveries at every household.
Yes, it did take more time and resources, but it ensured that every resident got a copy.
And it ensured that they knew that the trust they placed in their Members of Parliament (MPs), was not taken for granted.
The Town Council featured places that people could go and visit, making it relevant for residents.
The Town Council didn't just want to make it a newsletter that celebrated an election, but also celebrated the neighbourhood that residents stayed in.
We thus featured various areas that Tanjong Pagar residents could stay in, and enjoy.
We showed what residents could look forward to.
Some say that newsletters are always backward looking. They don't feature what's upcoming, which makes it hard for residents to feel excited reading it. Remember the movie trailers you regularly watch? This is a little like those - except that you have a real tangible upgrade you'd get to enjoy.
To make it even more exciting for residents, we featured the upcoming Farrer Park Sports Hub, which allowed residents to feel the sense of progress.