9 Keys to Writing a Successful "Summer" Newsletter

Those of you that we have trained or work with know how strongly I believe in using the free newsletter for marketing. It is a continuous, long-term effective way to get your services in front of those people who see and work with people who could become your clients. If done correctly it is non-threatening and non “sales-y.” 

This time of year you should be getting ready to send the last newsletter of the school year. The goal is to get as many students as possible for your summer sessions. If you haven’t been sending newsletters regularly it is never too late to begin. Get started NOW! Here are 9 things to keep in mind to make your newsletter as effective as possible.

1. Target your lead article on the “pain points” your clients experience. Remember that the reason people pick up the phone and call you is because they are in “acute pain” that often affects the entire family. Target your front-page article to symptoms and solutions to that pain.
   
   
2. Focus your lead article on skills (NOT specific programs) that can be effectively worked on during the summer. What skills could you make MAJOR progress on in 12 weeks? Feature those skills you can improve in the length of the summer vacation period. Emphasize the value of intensive sessions.
   
   Remember that teachers are more likely to pass the information on to students/parents if you support the school and talk about working on skills while the school is closed for the summer.
   
   
3. Don’t promise that students will be completely finished by the end of summer. Emphasize that serious progress can be made. In most cases, students who have struggled in school for several years won’t have the entire struggle overcome in 12 weeks, but you can make major progress in the summer weeks.
   
   
4. Use the right headline. Headlines are the key to getting your article read. Offer a benefit driven headline. Try something like: “7 Fun Skills Students Can Improve Over the Summer That Will Give Them A ‘Jump Start’ on Next School Year”
   
   
5. Emphasize that work is involved, but it’s not like regular schoolwork. If you are using PACE, Master the Code, Samonas, or other similar programs, emphasize in your article that while it is work, these program are not like doing academic schoolwork.
   
   
6. Tell stories about typical students who have made great changes over the summer leading to major improvements next year. Stories are an easier way to illustrate the difference the summer can make. If you don’t have stories to tell about past summer students, tell about the progress one of your students made in 10 or 12 weeks.
   
   
7. Give them a reason to sign up now. Free screenings, discount if they sign up before June 1st, first choice on the schedule, or anything you can come up with that will get them not to delay if they are interested.
   
   
8. Format correctly. Use lists, short text blocks, correct fonts, and easy to read sentences so that your newsletter is...easy to read.
   
   
9. Follow through and make the experience fun for your students. Make your summer students glad they chose to work with YOU. They will put in hard work so find fun ways to reward them.