August 29, 2010
So you thought it was a good idea to write a regular e-newsletter. It sounded like a great idea at the time when you first heard all about the benefits of having one…. so what happened? Are you missing out on a fundamental marketing strategy that could make a huge difference in your business success?
I know for me, I just got busy and taking care of “eVision Media” related items, such as writing a regular newsletter, was the first to go off the radar. Definitely not the wisest decision to make, so this is my resurrection at correcting this slip-up.
The thing is, a newsletter is quite critical to the success of your business. Here’s a few reminder pointers to consider:
- A newsletter is a way for you to keep in touch with your database (consisting of clients and those who signed up to hear from you). The reason this is so important is you simply don’t want people to forget about you! You want to remind them of your services so they will automatically think of you when they need what you provide or automatically refer you to a friend or associate for the same reason.
- A newsletter is your opportunity to showcase your expertise. People have a desire to learn and they want to learn from those that know what they’re talking about. You’re doing a disservice if you don’t share your expertise with those who WANT to learn from you.
- A newsletter is an inexpensive form of marketing. It costs pennies to send one out and your return can be immense.
- A newsletter is an opportunity for you to collect a database of people truly interested in what you have to say. They are your primary target market!
- A Newletter is a way for you to develop a lasting relationship with your readers. The more you write and share, the more they get to know, like and trust you. The more they do this, the more likely they will want to do business with you or refer you to others.
It’s clear why a newsletter is important to have, but I know, there are lots of “reasons” why we don’t have one …
- Don’t have enough time
- Don’t know what to say
- Don’t know how to write well enough or like to write at all
- Don’t think you have anything of value to share
- Don’t want to “bother” people by emailing them all the time
I’m sure you can think of more, but these are some of what I hear most often.
So let’s examine this list of “reasons” and see what solutions can be found.
Not enough time. Simply make the time! Schedule a couple of hours into your calendar to write a newsletter at minimum once a month. Every two weeks is much better and some experts will say once a week is most effective. I think it really has to do with who you are writing for – what are they wanting and how often would they love to get your valuable information.
Don’t know what to say. This one can actually be as simple as listening to your current clients and remembering the questions they ask you. If one is asking, then the chances are many others are also seeking the same answer. Keep a log of questions you get throughout your day and then write an article about your response. It doesn’t have to be a long drawn out answer – short and informative is all that is needed.
Don’t know how to write / don’t like to write. This can be solved a few ways. Believe it or not, there are people out there that actually LOVE to write and would be thrilled to help you out! There are virtual assistants, students and even us here at eVision Media that do this service for some clients. All you need to do is write out the general outline of what you want to say and let the copywriter put it together for you. Another idea is to record your thoughts using a free recording service and have it transcribed by a Virtual Assistant. Another idea is to not write at all and create a video instead! All you need is a blog to post the video onto and then send out a newsletter telling people to click on the link that takes them to your blog post.
Nothing of value to share. Ok, tough love here… STOP THAT! Of course you have something of value to share! You wouldn’t be in business if you didn’t! Your clients love you for your expertise so never undervalue what you offer. Don’t let your lack of confidence filter through because people don’t want to hear from someone who doesn’t think they are very good. Do you?
Don’t want to bother people. I get where you’re coming on this and it can be used as an easy scapegoat to avoid the whole newsletter thing. However, you’re forgetting one critical fact – these people signed up to actually RECEIVE a Newsletter from you! If they didn’t want to be bothered, they wouldn’t have signed up. Period. In fact, by asking people to sign up for your newsletter and then never or rarely send one out sends a negative message to these people – that you can’t be counted on to follow through with what you promised you would do. Ouch.
If you are still unsure of whether a Newsletter is of value for you, we can schedule a consultation to help you come up with a game plan.
On a final note, it’s important to realize a Newsletter is NOT a form of advertising and should never be the main focus of your email (unless it’s a separate sendout and is not part of your regular Newsletter). In my next issue, I’ll go over the formatting of a newsletter and the types of content that should be in them.
Your Action Assignment:
Take out your calendar right now and schedule a time THIS WEEK to write your next newsletter. Give yourself at least 2 hours to do some research and write down your thoughts. If you don’t want to write the entire newsletter, then arrange for someone who will be gladly do it for you.
About the Author: Susan is president/founder of eVision Media, a web development and eMarketing firm specializing in building effective brands for entrepreneurs, businesses and organizations for over 10 years. With a bachelor’s degree in Business Administration, she is able to provide an authentic and personalized service for those wanting a trustworthy member of their team for their brand & marketing design, website development and SEO/eMarketing needs. Contact Susan today for a free 30 minute “get to know you session” on helping you build your website presence to be the effective marketing tool is can be. email@example.com or visit www.evisionmedia.ca.