I’ve spoken at 4 small business owner events over the last month and the one subject that generates loads of conversation and questions is my newsletter which I send out each Wednesday. I know you know about it…because you’re reading it right now!
Although I’d love to take credit for the concept of an emailed newsletter, you already know it’s not a new concept. But, if it’s done correctly it can become one of your most powerful engagement (marketing) tools. Why? Simple…it keeps you top of mind continually. I couldn’t think of a better way to communicate and give massive value to my community than sending them my ideas and thoughts on how they can improve their business. Makes sense right?
I of course just said “if it’s done correctly.” Obviously that means there are ways to mess up this effective engagement tool so today I wanted to share with you the 4 signs of a ineffective newsletter…
1. No relevance
Your newsletter database should be full of potential clients, but you need to give them the information they want to consume. Make it relevant to your audience not simply what you want to write about. Make it compelling, make it interesting.
2. Too long
Some newsletters are way too long. A good range is between 300-600 words but make sure it’s not 600 words of “fluff.” Make it punchy and if you struggle with writing and getting to a point go and get some help from a talented writer friend or copywriter.
3. No “HOW”
Ever finish reading a newsletter and then think to yourself… “I got absolutely nothing from that and how can I get the last 5 minutes of my life back?” You need to be sure to provide value and that means you have to provide the “HOW” to do something…not just “do something.” Don’t be scared of people taking your ideas. You have to understand that by giving regular value you’re building a relationship with a potential client. Let them get to know you, your style and a sense for what you know through giving them stuff to implement into their business.
4. Sell, Sell, Sell
How likely are you to unsubscribe from an email newsletter if all they’re doing is pushing their products and services? Your communication should be 80% information and only 20% “invite.” What I mean by invite is that you invite them to find out more about your products and services but you cannot push it down their throat. Provide excellent, helpful information then – almost as an afterthought – let people know about your products and services. Keep it in a casual, almost “oh, by the way” tone and you will find that people will be willing to read your newsletters all the way through.
There you have it. The 4 things that you need to think about when writing your next newsletter.
Oh…another thing I here too often is “Clint, I couldn’t do a newsletter for my industry.” My answer is “YES, you can.” I’ve seen businesses who work in some of the most obscure industries send out engaging newsletters. No excuses! Again…if you don’t have the knack for putting together an engaging newsletter, then enlist the help of someone experienced in the process. You’ll find the small amount you pay will have great returns for you in the long run.
And one more thing (I promise…just one more). My 10 planning sessions for 2014 are booked out now after the newsletter I sent out last week. However, if you’re looking to get set for 2014 you will want to reach out to me today so I can provide you with some information on my 90-day Private Mentoring Program Awareness 2 Engagement. Just drop me a line at firstname.lastname@example.org and I’ll be happy to let you know more so you don’t miss out on the success that you want and deserve in 2014!