Email Content Demystified

One of the great mysteries new platform builders (aka Christian writers and speakers) seek to solve is, “What should I write about in my weekly email?”

Initially it’s a joy to have email readers, but as month after month passes, draining your content well (and your mind!), creating new, interesting email content can become, well, wearisome.

Here’s the good news: your message is broader than your book. It’s true, and aren’t you glad? You know scads and scads about your topic, only one part of which is your book. Share the email content your readers expect, then share the unexpected. They’ll thank you with their  loyalty.

Ideas to Take Your Emails Beyond the Same ‘Ol Same ‘Ol

May the two examples below revitalize your email content in 2022.

Option #1: Health and Fitness

Yes, we all know we should eat less sugar and drink more water. Though true, that’s old news and will drive readers away in droves. They anticipate suggestions about having fun on vacation without sabotaging themselves and how to make wise choices at the church potluck. Deliver that, then broaden your content’s reach.

Send emails about mindset and hope and goals and progress and confidence…without once bringing up the words “health” and “fitness.”

You have so much to offer your audience, no need to beat the same drum every week. They’re three-dimensional people with fears, challenges, and a past that, while not directly tied to your topic, impacts their ability to apply your message successfully. Weave insightful content into your emails without ignoring your primary message.  

Once readers realize your emails aren’t one-trick ponies, they’ll open, read, and apply your message more often, reaping the rewards you always knew they could (but that they doubted). You’ll become one of their trusted resources. Now you’re growing your platform!

Option #2: Fictional World War I Romance Set in England

Readers interested in this book’s storyline might also be drawn to Europe’s pre-WWI royal lineage and its multiple entanglements and intrigues. The main players were family, after all, and that means misunderstandings, pride issues, disappointments, and the like.

Perhaps these same readers would like to know which political decisions set the stage for this disastrous war, particularly if national or international politics are woven into your story.

Bringing it more current, consider sharing news of upcoming events in your story’s locale, along with links to find more info. Even if your readers can’t attend, they’ll enjoy discovering more about the area because your book sparked their interest.

For a fun idea, consider setting up a get-together with your readers either at your story’s locale or yours. An event gathering like-minded people builds community.

And the best part? Each idea mentioned above requires email content that is not–I repeat, not–formulaic, which gives you yet another chance to stand out from the crowd. Sweet!

The Ideas Are Limitless Once the Lid Is Ajar

Let these suggestions become thought-provoking ideas for the surprising (and interesting!) journeys you’ll take your readers on via email, for email is simply regular, written conversations between two people with similar interests and/or experiences, one of whom (you!) knows more about the subject matter. 🙂

As You Develop Your Content Plan, Remember…

How much your audience already knows–or thinks they know–about your topic. Create your content accordingly. Let Christ guide you, for He knows what He wants you to share with those He’s gifted you to serve.

In the first example above, the writer’s audience is well versed on the health and fitness topic, having read 100’s or 1,000’s of articles about health and fitness through the years. That also means they’ve read misinformation, too. Those may be the two top “content buckets” from which most health and fitness emails are drawn. Adequate, but since there are so many more possibilities that other experts don’t offer their audience, if you do, your emails will surely rise to the top.

Readers served by the WWI example may not know the basic, historical facts about that time in history, and while your emails shouldn’t be instructional, recognize that your readers don’t know as much about your topic as you do.

Draw them further into the intrigue of your book’s story. Share additional back story info without “stealing” from the book. Further flesh out that time in history, contrast the location from nearly 100 years ago to now, keep them informed about current events there…anything connected to your story will do, if it’s interesting to your audience. May writing emails that captivate your readers never be a mystery again!  

Patricia Durgin is an Online Marketing Coach and Facebook Live Expert. She trains Christian writers and speakers exclusively, helping them develop their messaging, marketing funnels, conversational emails, and Facebook Live programs. Patricia hosted 505 (60-minute) Facebook Live programs from 2018-2020. That program is on indefinite hiatus. She’s also a regular faculty member at Christian writers and speakers conferences around the country.

Website: marketersonamission.com
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