It’s true, I did just get off the treadmill in preparations for a half-marathon. And since running hasn’t been in the playbook for a premature knee replacement program before, AKA healthy living, what I’m feeling in my left leg could be a minor setback.
Now, surprising to even me, my sudden training regimen illustrates a great technique for you to open the conversation in your newsletter.
How did I get into this?
My daughter is a hobbyist runner. The year before last, she ran a half-marathon that ended with her running in front of the bleachers in the infamous Lambeau Field, home of NFL’s Green Bay Packers.
Last year, we’d talked about making the trip and participating together, but plans changed, and neither of us ran.
And just last week, we committed to getting her old man out huffing and puffing, running for the bleachers.
Now, opening this post with half-marathon training, isn’t earth shattering news. In fact, on the spectrum of swashbucklers, it’s on the cutting room floor.
But for a newsletter, it illustrates three points which help keep your audience reading.
1. Recency.
Check out these opener lines:
- Ten years ago, the mailman hit our mailbox.
- Last year I thought about buying a guitar.
- Back in 2005 I’d forgotten our wedding anniversary.
Any one of these lines could absolutely be used to open a newsletter, but are they the best? Compare them to the below and place your bets.
- I just looked out the window and saw the mailman hit our mailbox.
- Not even three minutes ago, I told my wife I was thinking about buying a guitar.
- It just hit me, I’d forgotten our wedding anniversary yesterday (Kidding, I forgot it last year, not yesterday).
Did you see the difference? Which is better? My money’s on the last batch.
Why?
Lines with recent events automatically draw your attention. They give you a sense of being part of the conversation.
Compare that to something which happened a long time ago and feels distant and disconnected.
There’s a big difference between the story of George Washington chopping down a Cherry tree as a kid, and the one out front whacking away at your hedge while you read this…
There’s a sense of urgency and anticipation the closer the event is to the time a reader is reading.
Strangely, that makes people want to keep reading.
2. The lean in effect.
In our opener, it’s sounds like if I continue with the story, you’re going to hear about a wicked treadmill mishap. Maybe something happened to take me out of training.
As a result, it’s sort of like showing up at a professional conference, a few acquaintances are standing there, and one leans into the group whispering…
“Say, did you hear about Brad and his half-marathon training?”
We expect to hear a juicy morsel—something intriguing. As a result, the group will lean into the one speaking to hear more.
Including a ‘lean in’ opener in your newsletter captures your audience’s attention and encourages them to continue reading.
3. Authenticity.
If I were to start out with…
“According to the U.S. Safety Council, 7 out of 8 residents will encounter slight to moderate injuries running on a treadmill in the home.”
Does that sound like my authentic voice? It doesn’t sound like anyone’s voice.
It reads like a Google Scholar article or an OSHA safety white paper. It’s very dry and impersonal.
But the authentic treadmill opener told you several things about me.
- I like making weird nicknames for people.
- I’m not a born runner.
- When I start something new I don’t start small.
- I’m training indoors as opposed to outside in the fresh air (and among several 3,000-pound blocks of steel rolling on wheels controlled by teenagers texting their buddies about a gaming party tonight).
- And, apparently something happened while training I didn’t expect.
That’s a lot of authentic information about who I am in a short time.
Whether or not your ears perk up with “Hey, I run half-marathons too,” you get a sense about me. You start to know who I am, and that is step one towards trust.
Here’s the scoop.
Go ahead and write what you need to get your newsletter idea flowing. When you’re done, start at the top and look down the page a few paragraphs. Is that where the story really starts?
After you find that true starting point, add in a recent aspect to it, create something which has a lean in, and make it authentically you.
These will help remove that lingering thought your reader has from the previous email, firmly focusing them on your newsletter.