Once a week (ideally) you get the chance to have a sit down chat with your clients past, present and future. Make it meaningful without being saccharine. Use these three tips and avoid the trash folder.

1.) Open with a note from the owner/manager.

Your company has a voice. A literal sound is heard in the reader’s head. (If you hear nothing when you read, that may be another issue.) Is it a high-pitched, pleading faerie or a gravelly deep throated sailor? Know your tone, know your voice.

Speak. Don’t write. People want something authentic, maybe even a little messy. It should be more entertaining than a Greek Yogurt commercial. Your business has a narrative voice — it’s your job to find it. Somewhere between an animated mission statement and Scarlett Johansson in the movie Her, your brand’s voice is organic, it’s evolves and it can even make mistakes. Assume you don’t know better than, and open up the discussion. Talk about what’s going on in the studio in a larger sense. Speak from the heart of your micro-community, and that is often what's going on with you personally.

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Noticing shifting trends? Folks on their cell phone more? Seeing lots of shoulder injuries? Frantic energy? Pigeon infestations? Speak to it. Remind folks what you do, and why you’re the best. Connect esoteric values and philosophical meanderings to all that sweating. This is not the place to be generic or to parade out re-quotes or tired pastel memes. Your customers deserve to be spoken to, not talked at...ya dig?

2.) What is happening THIS week?

Workshops? New Classes? New teachers? Cinsineras? (OMG where is my damn tilde??)

(Not this show pony!)

Advertise the most pertinent upcoming events, find outside links to related videos and make it fun. Appeal to as many senses as possible - be evocative. Music, video, interviews, articles...a quick google search will land you a bevy of choices to make your reader interested in both the event, and the newsletter as, in fact, a letter of news that in-and-of -itself is engaging, valuable and dynamic...a mini extension of the vibe flowing around your brick and mortar. While you can mention all your upcoming events, choose the most immediate and highlight your show-ponies (two or three) and trot them out. Stay focused.

Need an idea of what a widely read and compelling newsletter looks like? Check out Brookline Booksmith, Mark Fisher Fitness, The Daily Rumpus, and Ashtanga Yoga Studio, DC. Need help creating a newsletter sign up form? If you're working with us, we can help!

3.) Relate your brand to something larger

Close your newsletter with the same care and intimacy you opened with. It’s appropriate to touch upon current events and only weakly link them to your brand. Remember, this is a conversation, and tangents are natural. Just be sure to stay away from any ranty-soapboxing that veers towards a personal meltdown, or anything too know-it-all-preacher-cum-Rumi-mouthed.

WTF is my message? My point? And why do my readers care?

Frame your expertise as approachable and inviting observations that lead to more conversations rather than booming declarations and cemented immovable judgments. Rants, (vaguely industry related) are cool if done with a dash of humor. This is also a fantastic place for any funny/strange and idiosyncratic images or links that speak to the personality of your brand. Leave the reader smiling, and wanting more — or at least not irritated that they bothered to open your email and then slapping unsubscribe. Above all else — lighten up, have fun, and speak from your passionate, filthy, brilliant heart.

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