Happy Readers Are Bad Readers…

How can a happy reader be a bad reader? Because happy readers are content. They like the status quo. They’re happy.

This can be problematic in several ways for newsletter publishers. The first is that getting those emails from happy readers can be very enticing. You may not want to stray outside of your comfort zone for fear of not getting those emails.

But, just because a handful of your readers vocally *like* your newsletter, that doesn’t mean that you’re providing what’s *best* for your readers. Plus, when your readers are “happy,” they’re not motivated to buy, they’re not looking for a new solution to a problem, and, basically, they don’t need you beyond your regular newsletter issue.

You don’t want happy readers on your list

Instead, you want hungry readers. Readers who feel like you meet their needs. Readers who know they’re important to you. Readers who want to get to know you better because you consistently impress them.

You want readers who are ready, able, and willing to step up to the plate and be served ever better. Who are actively learning about the solutions you offer and the ways you can help them.

If you publish to a group of happy readers, it’s great for the ego. These are the folks who write in with frequent happy comments about how much they love your newsletter and how happy they are to have found you.

These are the folks who’ll write you with quick questions or requests for free advice. But they’re not interested in any deeper relationship with you, because… they’re happy.

Tell the truth, do you have some happy readers on your list? And don’t they make you feel good? Aren’t you glad to have them? Don’t you smile when you hear from them and think to yourself, “I’m so glad they’re happy”?

Hungry readers, on the other hand, are always looking for ways to make their experience even better. Because they’ve gotten such powerful results from applying your advice, or using your services, they have an appetite for more. And an appetite for more is something you can help them with.

Cultivating hungry readers

So, how do you go about attracting these hungry readers? By taking your newsletter deeper. Exposing what’s really possible for your audience when they dig in and experience what you have to offer.

One great way to do this is with case studies. Give your readers a glimpse into what’s waiting for them through the experience of your customers.

Another way is by keeping your newsletter experience-oriented, instead of veering into features and benefits. You can do this in any article you might write by keeping, front and center, the actual kinesthetic experience, using descriptive, action-oriented verbs (try to stay away from adjectives and adverbs).

You can also bring your readers more deeply into your world by revealing what happens behind the scenes through photos and narrative. Many newsletter publishers include a “what I did this weekend” essay in their introduction; instead of going this route, detail a recent experience that illustrates your business, or who you are. For example, if you rearranged your office last week, publish photos of the transformation.

When you’re willing to bring readers more into your world and really show them what awaits them, you’ll find your readers are easily transformed from “happy” to “hungry.”

Keeping your readers hungry instead of happy is perhaps the hardest lesson to learn as a publisher. It’s all about the balance between providing a great newsletter–one with outstanding, supportive, rewarding content–and leaving readers wanting more.