Does anyone actually read a newsletter?

I’m asked this all the time by clients and people I meet networking.  There was a time when you could put a ‘Sign up to my newsletter’ form on your website and lots of people would sign up, but not anymore.

That doesn’t mean they don’t read newsletters, it does mean that they need more than a newsletter to part with their contact details.  It also means that they need to see the value to stay subscribed.

Think about the newsletters you read regularly.  Are they the ones that tell you all about what the company is doing right now or do they give you really useful information that helps you and your business in some way?

I’m not a betting person, but I’d happily put money on the fact that you would probably go with the second choice.  

How do you create value?

Share your knowledge!

If you attend networking meetings what kind of questions do people ask you about your area of expertise?  What comes up in discussion?  If people are asking these questions and you know the answers, this is exactly what you should be writing about in your newsletters.

In reality, I don’t write newsletters.  I write blogs and then use these articles as the value that leads my newsletters.

The first few paragraphs are usually enough to create interest with a link to the longer version on my blog – I’ve tried putting in the whole article, but some people are daunted by seeing what appears to be a very long article.  Although they are happy to read something longer on the blog, which may not make sense, but human nature isn’t always logical!

I usually have an offer or promotion somewhere further down the newsletter, and maybe a second useful article linked to a blog post – so there’s lots of value in there.

Don’t overestimate

When you’re an expert in a particular area, it’s easy to downgrade your knowledge and assume that ‘everyone’ knows what you know.  This is a common mistake lots of people make (including me).  I have a friend that gets fired up when anyone says ‘You ‘just’ do X’.  She says “It might be ‘just’ to you, but it’s a huge mountain to climb for me.”

The moral of this tale is – don’t overestimate people’s existing knowledge.  Sometimes you need to give them the basics.

One step at a time

Being a left-brain person I love a good process or a spreadsheet (not necessarily with numbers, but it’s an excellent organising tool).  I’ve found that, while not everyone can break things down into a simple step-by-step process, most people like an easy to follow guide – even better with pictures where needed.  This kind of approach is an excellent value lead for your newsletter.

Style is critical

Although most of us speak conversationally, for some reason, many people resort to a formal or even pompous style when they’re writing.

Chatty newsletters are much easier to read, so learn to write pretty much as you speak.  If you’re struggling with this, either dictate your newsletter so it’s in your spoken style or read what you’ve written aloud, you’ll soon spot where it doesn’t flow.

Why bother?

It’s a way to show off your knowledge and expertise so people understand that you know your stuff.  Also they don’t forget you and when they do want what you offer (or meet someone else who mentions they need your kind of help), you are at the forefront of their awareness.

 

What should I post?

One of the biggest stumbling blocks people have about social media is that they don’t know what to post.  Nobody wants to see a picture of your lunch (unless you happen to be a star chef) or see an endless stream of selfies.  When you’re running a business people don’t want to be sold at all the time, but they do value useful information.

Over the years we’ve developed a range of different types of post that we mix and match for clients (and for ourselves, of course).  Here are a dozen ideas to give you a little inspiration.

1. Share a link to your blog: I like to take a quote (or soundbite) out of the blog that stands alone, but is sufficiently intriguing to get people to want to click the link to find out more.
2. Give your opinion: You are what makes your business unique so your take on an issue is a useful way to help people get to know you, while sharing knowledge at the same time.
3. Ask a question: This is aimed to get people to think about a specific aspect of something that will help their business.
4. Share someone else’s blog: I always add a comment saying why I’m sharing this particular blog post.  It’s good to be a curator as well as an expert in your own right.
5. Give tips: Run a series of tips, short and sweet, not too complicated, but always adding value for the reader.
6. Share an image: If you’ve got an image that appeals to you, share that and comment on it and why you like it.
7. Give useful advice: If there’s something you’ve always found handy to know, share it.  People appreciate you sharing!
8. Post your latest testimonial: I don’t know why we’re all so reluctant to do a bit of boasting about our talents, but when someone else says you’re good, that holds a lot of water!  You might add a comment about the client’s business too and give them a boost at the same time.
9. Create an infographic: With free tools available like Canva, it’s easy to create a short ‘how to’ process on an infographic.
10. Record a video: It doesn’t have to be long, in fact, it’s better if it isn’t!  A 30-90 second video with some useful information or your opinion on the latest news or industry development is plenty.  Your mobile phone is almost certainly good enough to do the job too – my advice is to get a little tripod to keep the camera stable.
11. Build a slide show: If you put your ideas onto PowerPoint, you can record a voice over and save it as an MP4 – creating a smart, narrated, video show.
12. Share your latest win: Whether that’s a new contract, a new product or some great feedback.  It helps people to get a feel for your business.

Happy posting!

It’s all about your reputation

When R.E.M. wrote Shiny, Happy People I’m sure they didn’t have reputation in mind, but it’s such a good description of what a great reputation is and does that I couldn’t resist mentioning it again!

There are a couple of lines in the middle that resonate too:

Everyone around, love them, love them

Put it in your hands, take it, take it.

When you’ve got a great reputation, everyone loves you and work comes to you without effort.  

Cynics will say that everyone doesn’t love you – and how can people who have never experienced what you do love you?  

That’s the interesting thing – when people read your blog posts, social media feeds, newsletters, articles, emails, etc. – they begin to feel that they know you – even if they’ve never met you.

This isn’t my story – it happened to a lady who was teaching a bunch of us on a coaching call, Alicia.  She had a phone call from a woman who asked if Alicia would take her on as a coaching client.  Alicia was happy to have a chat with her to explore if they were a good fit and they agreed that they were happy to go ahead.  

Before the call ended Alicia asked, “How did you hear about me?” (This is always a great question to ask to help find out where your business is coming from).

“Oh, I’ve known you for about 18 months,” the woman replied.

Alicia was stumped as she didn’t recognise the woman’s name.  “I’m really sorry, but I don’t recall when we met,” she admitted.

“We haven’t met,” the woman explained, “I’ve been getting your newsletter for the last year and a half and that’s how I know you.”

It’s interesting that she thought she ‘knew’ Alicia, just by reading her newsletter each month.

Build your reputation marketing plan

The moral of that story is that a newsletter is a good tool – as long as it’s got lots of value.  But how else do you reach your audience and start that process of educating them about how good you are?

Blogs: A blog is a great way to start as it offers you the opportunity to share your expertise.  A blog that gives tips or explains how to do something has enormous value and demonstrates the level of your knowledge.

Social media: Tips, advice, links to useful resources are all ways to show your followers and connections your value.

Articles: If you know which publications are read, predominantly, by your target audience, try contacting the editor and offering to write an article for them.

Email marketing:  When people have signed up to your list, they have given you permission to contact them.  A value-based email campaign is a great way to keep them engaged – and you can also make a special offer, just for your list to give them something other people don’t get.  This is another way to share your knowledge – and give value.

Enter awards: If there are awards for your industry, put in your entry. The secret of doing well in awards is to ensure you answer the questions that are asked, don’t ramble!  If you’re nominated, make the short list or win, it’s all good PR to show people your business has clout.

Present webinars: Offer a low cost/no cost webinar to your connections (via your newsletter, social media and networking) and show your expertise off live.  If people aren’t paying tell them what they need to do – but keep the how for paying customers!

Guest on podcasts: Most business podcasters are always looking for interesting guests.  Ask your favourite podcasters if they would consider you as a guest.  Every piece of exposure is an opportunity to show off your knowledge and expertise.

Check out local radio: Listen to your local stations and find out if they have programmes or features that would be a good match for your business.  When you call in aim to speak to the producer, rather than the presenter, as they’re the ones that put the show together.

If you do even some of these things, you’ll be shining up your reputation so people know about you, like what you’ve got to offer and come to you for your kind of help.  And that will make you a shiny, happy person!