If you’re marketing your crypto business, you’ve likely considered having a crypto newsletter if you don’t already have one. Newsletters have a lot to offer crypto businesses as they are a way to keep your brand at the forefront of consumers’ minds, introduce new products and services to them, and overall drive sales.
But the newsletters, as we all know, have to be written by someone, and inevitably their tone of voice will leak into them. As per best practice, it’s important that your newsletters maintain the same tone year in and year out. And in this article, we’ll explain why and how to do it.
Why Newsletters Should Have a Consistent Tone
First things first, it’s worth looking at why a consistent tone for your newsletters is important in the first place. This boils down to creating a sense of security for your customers. It’s important to note that a corporate newsletter is not a Substack or a diary session. As far as the customer is concerned, they are engaging with your business as a semi-abstract entity, or a mascot of it.
Think of the way that many businesses have a name, such as Taco from Trello and the like. The customer wants to feel they can rely on your business year in and year out, and part of that is a consistent voice they can engage with. If your newsletter goes from very serious to very playful, to somewhere in between, and back again over months or years, they have to reacquaint themselves with the business mentally.
It’s also worth noting that the tone of voice used in the newsletters goes on to impact how they see the brand. The tone of voice used in an investment company’s newsletter is not the same as that of a fast-fashion brand. So, it’s important to have a tone of voice and keep it consistent.
How to Keep Tone of Voice Consistent
Beyond understanding why tone of voice needs to be consistent when it comes to crypto newsletters, you should also know how to create this consistency that will benefit your business for years to come.
Create the Voice
The first thing you’re going to want to do is create a voice for the newsletter that will guide its future direction. Creating this newsletter means knowing your business’s audience and how you want to come off. If you’re a meme coin project, you want a playful tone that references internet lore and the meme itself, and that carries an aura the target audience will find relatable and enjoyable.
If you’re a crypto wallet company, you want to have a tone of voice that screams reliability and security to secure your target audience. Before you even put out a newsletter, discuss the tone of voice you want with your team. Alternatively, you can speak to us here at Proleo, and we can collaborate to create a tone of voice that is sure to benefit you.
Choose a Competent Creator
These letters don’t come out of thin air but instead have to be created by someone. Once you have decided on your tone of voice, you’ll need to determine who exactly will be writing these newsletters. You might choose to hire a freelancer, have an in-house member of staff tasked with this or hire an agency, like us, approve you to handle this.
Ideally, you want them to create several samples of a potential newsletter to gauge its effectiveness and ensure it reaches the tone of voice you are aiming for. Because of the impact of these newsletters on how your target audience engages with your business, you should spare no expense and take your time with it.
Create Rules Around the Newsletter Creation
Besides, the person creating the newsletter, it’s important that you have defined rules for how the newsletter is framed. Remember that the news that I should not entirely be based on a single person, but instead, should have rules that ensure consistency. Think of major corporations, whose newsletters have been going on for years at a time.
There is a chance that the creator of the newsletter has changed several times, but the newsletter itself remains consistent. So, it’s best to create rules of engagement. First, you want to decide how long the newsletter will be and how it will be broken up. You also want to explain clearly what the intended voice will be. You can also note certain slang and words that should be used, as well as those that should not. By having guiding rules, it ensures that anyone who takes on the role can pick up where the previous person left off without any issues.
Keep the Creator Consistent
While this is sometimes easier said than done, you should try to keep the role of newsletter creator consistent. If you hire someone on your in-house team to handle it, make sure they write it as long as possible. The same applies if you hire a freelancer or deal with an agency, such as Proleo. If the person is going to leave the role, do as much as possible to ensure they train the replacement and show them the ropes before they leave. This will prevent any potential confusion among consumers. The goal is for them never to have to wonder who is writing these letters and if that has changed at any point.
Conclusion
Crypto newsletters can be one of the best tools to promote yourself as a business, and so, you need to create them with as much care as possible. As we’ve noted in this article, the tone of voice of the newsletters is just as important as the actual content, and so, you have to decide this tone of voice, create rules that will guide the creation of the newsletters, have a consistent person create these, and so on. If you can’t pull these off, you should end up with a newsletter that is not only effective but will be consistent for years on end.
