Author: Michelle Troutman

For more than ten years, Michelle Troutman has crafted newsletters and other content for service providers. She has spent a decade creating attention-getting e-newsletters for law and economic development firms. Her marketing and business administration background and education enhance clear and persuasive copy. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires professionals to create engaging content. She enjoys helping businesses who serve others reach their marketing goals.
newsletter writing, newsletters, writing a newsletter, writing advice

5 Steps to Write a Business Newsletter Readers Will Remember

A hand holding a smartphone with a large "newsletter" envelope icon on the screen below smaller icons.

The “news” part of the word “newsletter” implies they bring timely updates for fresh and hopefully, interesting content. But how do you write an engaging one?

My writing and e-newsletter creation processes keep evolving, but I’ve found an easy formula. If you want to write a business newsletter, check my simple steps below.

And for more in-depth advice on this and other parts of e-newsletter creation, read How to Write a Business Newsletter: Examples, Format, and Strategy.

1. Just jot – Whether you put pen to paper, type in plain text, in the template, or a document, don’t judge, and don’t edit, especially while you’re crafting. Swat that inner critic away until you’re done.

But follow the 5 Cs of Professional Business Writing.

You don’t always have to write from scratch, either. If you curate content from other sources like articles or a lead magnet (a landing page, blog, etc.), it’s often easier to copy and paste into your newsletter template.

Other writing notes:

  • E-newsletter archives or blogs: To optimize them for search, consider adding SEO keywords to:
    • your headers
    • meta description
    • page URL
    • body copy
  • Remember scannability: Bullet points effectively break up the text. A single-column format can look appealing, however, to reduce scrolling, consider splitting longer text into two columns.
  • Formatting: Follow AIDA (attention-interest-desire-action) or the inverted pyramid style of journalism, with the most important information at the top.

2. Describe hyperlinks, alt-text, and photos – The classic command “click here” is easy to write, but can be clearer. Outside of calls to action, challenge yourself to write hyperlink text that describes where you’ll take readers. It can also improve accessibility, enhancing understanding for people with visual and cognitive impairments (and their screen readers).

Example: Explore more tax savings plans.

While drafting alt-text descriptions for images, avoid phrases like “image of” or “picture of.” Prefer a clear statement that shows readers the content. See 5 Ways to Write for Accessibility and Readability.

Photo captions should give just the facts: the names of people (with their titles), places, or things shown.

3. Calls to action – CTAs persuade readers to act, often to click a link at the end of the text, though they can emerge earlier.

I’ve crafted CTAs that stress a benefit and urgency to emphasize what readers will get. But as Nancy Harhut says, that advice is old hat. Instead, be more specific through action verbs and clear benefits.

Example: Learn More (old way) vs. See How it Works (new, improved way)

To consider the benefit, ask three essential questions:

  • What’s the reader’s pain point?
  • What’s the immediate benefit?
  • How can I make it specific and tangible?

4. Headlines – When I started Five-Minute Business Writing Tips, I’d write the headline first. But as I’ve learned, when you write a business newsletter, to capture the core message, it’s better to wait until you’ve finished a draft.

If you’re stuck, test common lead-generating formulas. Analyzers from Sharethrough or the Advanced Marketing Institute offer insights into attention-getting styles. Numbers, the 4Us, and “how to” are among my favorite approaches.

AI can spark ideas you can polish into catchier and more creative subject lines.

Strive for clarity, specificity, and attraction. Seek to hook honestly, not through “salesy” or misleading clickbait.

5. Preview text – Consider it the expansion or “other half” of a headline. Preview text summarizes your email content while it adds context and intrigue. Tease it without giving away too many details.

You may recycle another subject line you rejected here. Like the main attractor, aim to turn heads. If you have a newsletter/blog, like I do, you may reuse or rework the web page meta description into the preview text.

Discover how to reach clients who value and respect you and your business

get my checklist to create content to reach the right clients

What are some of your favorite newsletter writing techniques? Please share in the comments.

Quotes

“The best newsletters feel like they’re written by a human, not a corporation.” – David Ogilvy

“A newsletter is a conversation, not a lecture. Make it personal and authentic.” ~ Chris Brogan

writing advice

The 5 Cs of Professional Business Writing

A hand highlighting passages in an open book with a large yellow highlighter, a good way to focus on where to improve for more professional business writing.

Is your business writing professional — does it stand out or fade into the background, failing to reach your readers? If not, it might be time for a refresh.

I’ve done that. Especially since the advent of AI and its generic phrasing, I felt my writing was wordy and lacked luster. So, I’ve been sharpening my writing pencil ever since. Editing tools have helped me polish my phrasing. I’ve also chiseled away at my weaknesses.

Refreshing my writing has helped me boost my subscriber base and gain more work. It can help you keep readers hooked and ultimately, attract customers.

So, let’s brush up on the basics. Ready to stifle the yawns and add some “oomph” to your writing?

1. Clear – Vague copy is as foggy as a smudged windowpane; professional business writing shows a clean view of every detail. It contains the information essential to readers.

Suppose you’re emailing colleagues about a deadline update. Instead of saying “The deadline has been changed,” be more direct and specific:

Example: We’ve moved the deadline for the earnings report to next Friday, March 15th, at 5 pm EDT (Eastern Daylight Time).

One way to assess clarity is to check the readability level. This metric corresponds to grade-school levels, increasing with longer words and sentences, To address the average reader, some grammar experts suggest you write at a sixth-grade level.

Measure it with:

2. Concise – Give only the information a reader needs to know. Trim the fat. To stay concise, be precise.

Essentially, slice away passages that detract from the meaning of the work, are vague, or repeat similar information. Write in plain English — like you speak — free of jargon. Compare these two sentences:

Example: In order to process your order, we need more information.
Revised: To process your order, we need your shipping address.

Strunk and White: “The Elements of Style”: Every word or sentence doesn’t have to be short, but every word must “tell.”

3. Correct – Accurate and professional business writing:

  • Meets basic grammar rules
  • Contains proper spelling and punctuation
  • Is fact-based

Beyond that, views on style vary. Depending on the style you prefer, you may format words or punctuation differently.

Example: The term “health care”: some organizations don’t place a space between the words (“healthcare”).

Minor differences like these can shift meaning and clarity in your writing.

Regarding facts, generative AI can “hallucinate,” or make up information and sources. Imagine the trust you lose when someone discovers your statistics are backed by thin air. Whether or not you use AI, verify any data — ensure every fact and figure is correct and credible.

4. Courteous – Friendly writing feels like a warm handshake, setting a polite tone. Whether you’re rejecting an idea or confirming a meeting, aim to reflect respect and professionalism. Avoid slang.

Example:

“Dear Tyler,

Thank you for meeting with me yesterday to discuss the Tech5000 project. I enjoyed learning more about your vision and goals.”

When your writing reads like a conversation, it’s more likely to connect with people.

5. Complete – Some stories, like “The Dark Tower” by Stephen King, end on a cliffhanger, without telling the entire tale to keep readers guessing until the next installment. You can leave your audience hanging by mistake when you omit necessary details.

Give all the details to get your point across. If you don’t, you can leave your readers with questions.

Close the loops through answering:

  • Who?
  • What?
  • When?
  • Where?
  • Why
  • How?

Example: “We’ll follow up later.”
Rephrased: “We’ll follow up with the revised project outline by Monday, March 18, at 4 pm. Please let us know if you want any changes.”

Discover how to reach clients who value and respect you and your business

get my checklist to create content to reach the right clients

Which of the 5Cs has helped you improve your writing the most? Leave a comment.

“Say all you have to say in the fewest possible words, or your reader will be sure to skip them; and in the plainest possible words or he will certainly misunderstand them.” ~ John Ruskin

“The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.” ~ Sydney J. Harris

write with empathy, writing advice

5 Ways to Write With Empathy in Business

In our post-pandemic business climate, one attribute distinguishes thriving companies: empathy. What does having empathy mean to you? Sometimes people confuse the term with compassion.

A young woman with an updo wearing a frilly blouse seated at a desk beside a lamp writing a letter with a pen.

Here’s how to discern the difference: If you tell a friend about a bad day at work and they say, “I’m sorry to hear that,” that’s compassion. But if they say, “That’s so frustrating,” that’s empathy.

Companies that don’t write with empathy or miscommunicate can disregard people’s feelings; the tarnished image can decrease their revenue.

For example, WeWork made headlines when the CEO fired 900 employees during a video meeting. The mass layoff helped turn the former tech giant into a poster child of corporate callousness, resulting in mismanagement concerns and a loss of trust among employees, investors, and the public. Two years later, it went bankrupt.

When messaging speaks to clients, they see a company that cares about more than just the sale. This connection fosters trust and loyalty, turning empathy from a soft skill into a tool that builds stronger, lasting relationships.

See empathy in action — in-depth explanations of each of the five steps below.

How to Write With Empathy to Engage Your Clients

1. Slip on their shoes – “Empathy means you relentlessly focus on your customer. You view the entire world through his or her eyes—because, remember, everything the light touches is content.” ~ Ann Handley, “Everybody Writes” (First edition).

Ask: How does my reader feel? Slip on their shoes.

Try this: Before you write your next email, imagine you’re the receiver. Are they rushing between meetings or relaxing with their morning coffee? How would your message fit into their day?

Handley suggests quality content results from the equation Utility x Inspiration x Empathy.

  • Utility: Clearly helping people do something that matters to them (e.g., easing their pain, helping them decide).
  • Inspiration: Fresh, well-written copy inspired by data that “feels like it could come only from you.”
  • Empathy: We see the reader’s point of view; the content is easy to grasp — written in a conversational tone — and you take as long as you need to tell the story well.

2. Dig deeper — An empathy map shows how customers will react to something now or how they have reacted before. The results can help you create a value proposition or other content; they’re often used in making new products or services.

As Alex Patton suggests, you can swing too far by fixating on facts or pressing customers’ pain points with hard selling. To strike a balance, place your customer at the heart of your approach.

Gain insights into their thoughts and feelings through surveying them or reading their reviews or social media posts. Then per “Everybody Writes,” explain how your products or services improve people’s lives. Be specific.

  • Company-centric: Many courses available round-the-clock.
  • Customer-centric: Udemy: “Learn anything. On your schedule.”

3. Empathy in action – Commiserate: repeat what the client said to show you’re listening and that you empathize.

Say that it’s frustrating that the website is down or the app won’t work. Beyond words, be real: speak from your heart. Again, imagine how your reader feels rather than saying what you think they want to hear.

The book “Writing That Works” by Kenneth Roman and Joel Raphaelson espouses the principles of writing with empathy. The authors admit writing is “less personal and more permanent” because the reader can’t see your face or hear your voice. To compensate, they suggest:

  • Your writing be as clear as you would say it in person.
  • Your writing be as tactful and understanding as you would be in person. Note your tone.
  • You anticipate your readers’ questions and objections and do your best to answer them.

Then ask yourself: “Would I say it, and would I say it in that way, if I was face-to-face with my reader?”

In other words, reply with warmth and feeling, as you would if you heard someone’s complaint at a dinner party. Speak in the first person, taking personal responsibility. If you must refuse someone’s request, show appreciation for the other person’s feelings and point of view. And “Always take the trouble to explain your reasons.”

Even form letters or emails should read less like templates and more like personal messages.

4. Get a clearer view – Writer Catie Holdridge offers more questions you can use to tap into the customer’s perspective:

  • Which issues has the customer raised?
  • How do they seem to feel, or how are they likely to feel, about these issues?
  • Which aspect of the problem seems most important to them?
  • Considering what you know of them, how is your reply likely to make them feel?
  • What do they already know about the subject? What more do they need to know?
  • What other interactions, if any, have they had with customer service or the company so far?
  • What will satisfy them?
  • What do you want them to think, know, or do?
  • How do you want the customer to feel after they’ve read your reply?

Again, the answers give you a glimpse into the client’s viewpoint, guiding your tone. But they’re not mind-reading tools. Sometimes, asking customers what will satisfy them is more effective.

5. Speak human – Businessese, overly formal language intended to impress readers, can appear forced, like some AI-generated content. As copywriter Nick Usborne has said, AI lacks emotional intelligence. It often needs coaching or prompting to arrive at the right empathic phrasing.

That’s where a human touch comes in, especially in editing it to add the right amount of emotion to connect with respect for your readers.

  • Example of a tagline for a personal injury law firm: Justice Served. Compassion Delivered. (ChatGPT)
  • Rephrased: We’ll be there to guide you through the legal process and help you win compensation for your injuries, lost wages, and medical costs.

To gauge how empathetic writing affects client satisfaction and sales, analyze your data. When feedback, engagement metrics, and conversion rates rise, they can show that the content touches clients.

Discover how to reach clients who value and respect you and your business

get my checklist to create content to reach the right clients

Have you had a bad experience with a company? Leave a comment.

Quotes

“A clear and considerate letter written with sympathy for how the reader is going to feel. That’s the secret of how to say ‘no.'” ~ Kenneth Roman and Joel Raphaelson, “Writing That Works” (First edition)

“If you know how to wield empathy with a little love, not a sledgehammer, you will be able to crawl inside your reader’s head and touch her heart every time.” ~ Lynda Dell, “3 Insanely Easy Email Engagement Boosts,” Digital Doughnut

business, newsletter advice, newsletter templates, newsletter tips, newsletters

How Do You Write a Business Newsletter Template?

by

Michelle Troutman

Creating a good business newsletter template that builds credibility and attracts clients shouldn’t feel like a never-ending battle. One day you might win with an appealing design, and the next you lose readers with bland content. Without a clear and consistent structure, readers can become confused and look elsewhere.

For ten years, I’ve used simple frameworks to keep e-newsletter subscribers loyal. Download the Easy 5-Step Business E-Newsletter Template to create business-boosting emails.

What is a Good Business Newsletter Format?

Business newsletter template formats vary in style based on your industry, audience, and your goals.

When you adapt your template to your content, your goals, and your audience’s needs, you can build relationships that lead to sales.

In my experience, a strong business newsletter format focuses on:

  • An engaging introduction or feature articles with clear calls to action that build interest in your content and offers.
  • A one or two-column format (or a mix of both) to enhance reading or skimming.
  • Compelling design elements like quality images, consistent branding, complementary colors, and easy-to-read text.

The right business newsletter templates create must-read messages.

Templates and Snippets

“Think of it like having a toolbox full of ready-to-use content pieces. We create templates for different sections like updates, client stories, or promotions. When it’s newsletter time, we just plug in the relevant info and voilà!”

Tommy Mello, CEO, A1 Garage Door Service

How Do You Create a Branded Email Template?

Online newsletters are easier to customize, analyze the results, and send at any time, often costing less than a print newsletter.

Good Business Email Templates

Compared to paid options, free business email templates have limits; your email marketing provider (ESP) might restrict the number of “sends” and subscribers on your plan.

Design-wise, look for templates with a clear, mobile-friendly, and easy-to-scan design. ESPs offer everything from basic business newsletter templates to industry-specific designs.

Good formats organize your content well and help your messages maintain a look and feel consistent with your brand.

Email templates have some downsides. Layouts that look plain or are common, used by other businesses, don’t stand out. Templates might also not offer enough customization or personalization options. To avoid these issues, pick templates that fit your brand, customize them, and use subscriber data to personalize the content as much as possible.

Test different layouts, content locations, CTAs, and subject lines. Making the design mobile-friendly and adding video, animated images, or interactive sections can encourage engagement. Personalizing the content for each reader also helps.

Tracking data to see what works best lets you adapt the design over time.

Your email footer should comply with anti-spam regulations like CAN-SPAM (U.S.), and GDPR (Europe).

An industry-specific one for professional services firms (accountants, attorneys, etc.), can yield an engaging email. A clear format is crucial, as is clear writing.

Email Marketing Resources:

Knowing how to write an article for a business newsletter can prepare you for writing a business newsletter. It’s all part of how to write an email promoting your business. Suitable writing styles also vary by industry. Learn how to create a professional email newsletter or how to write a law firm newsletter.

Successful Business Newsletters: Case Studies

The FROGED software platform inbox, showing folders on the left, email senders in the middle, and text-filled balloons on the right. Their business newsletter templates followed a simple format.

Marketing Sherpa’s research offers insights into email marketing methods that have boosted engagement.

Their study of the software platform FROGED‘s emails showed the company’s switch to plain-text messages with simple calls to action doubled open and click-through rates.

It helped that the emails came from a staff member, adding a personal touch.

United Capital's FinLife Digest e-newsletter. A focus on interesting, trustworthy content made their business newsletter format stand out.

Their study of financial life management company United Capital showed how the firm revamped its “FinLife Digest” newsletter with original content and curated pieces.

This mix aimed to offer more valuable content. Their research showed readers cared about more than saving and investing, prompting United to add content on broader financial life stages. This customer-centric approach boosted newsletter engagement by 145% in one year.

Both newsletters used simple templates filled with interesting, trustworthy content.

Business Email Templates – Free Download

Even with a template, it’s not always clear where to place key e-newsletter content.

If you’re tired of wasting time guessing, get an outline that shows what to add and where for maximum engagement. Use it to fill your e-newsletters with information your audience will love.

The template suitable for any business covers:

  • 5 essential email elements
  • The most eye-catching places for engagement and action
  • Instructions for government-compliant footers
  • BONUS: customizable HTML templates for platforms like MailChimp

With this template, you can create a newsletter that “wows” your subscribers and keeps them engaged. And visual learners will easily spot where everything goes.

How Do You Update Your Business Template?

If you use an email service provider, updating your template should be as easy as a few clicks in your content boxes. Once you’ve saved it, email yourself a copy and see how it looks on your laptop, desktop, or mobile devices. Many platforms also let you preview it in different screen sizes.

Business E-Newsletter Template Creation Made Easy

With these tips, you can spend more time creating and less time guessing. Making a business newsletter template becomes as easy as 1-2-3.

To save time and stress less, get the Easy 5-Step Business E-Newsletter template.