When I started my social media training business in 2009, I knew that email newsletters were an excellent way to stay in touch with prospects and customers. I was determined to make my new business work. One of the ways I decided to market myself was via online email marketing. I had a hunch that if I produced a high quality email newsletter, the word would spread and my business would grow.
The Problem: I had failed at this before
But, there was one small problem. I had been down this road before.
I attempted to write a monthly newsletter for my previous web design business and failed miserably. Some months, the newsletter went out and some months it didn’t. I always agonized over how to keep it going with fresh content. So, I knew that if I was going to market a weekly newsletter, I needed a smart plan to ensure that it would actually get done.
The Solution: I put myself in my readers shoes
I went for a walk on the beach to brainstorm.
I had been thinking about this from my perspective all along. But what about my reader’s perspective? What would my reader want in a newsletter? Possibly something short, simple, quick to read and easy to digest? It needed to be useful and actionable — not just another theory to file away in my head.
The answer suddenly came to me. I decided that I would give it a second chance and that the newsletter would be a short, simple weekly “How-to.” I could cover basics like how to create a Gravatar, add new connections on LinkedIn and optimize your email signature.
There was no shortage of these simple, How-to topics and the format of quick, step-by-step instructions would be easier and faster for me to write.
But, as I let my big idea sink in, I started to feel unsure. I certainly wouldn’t win any industry awards by explaining how to leave a comment on a blog, or re-tweet a message on Twitter. These weren’t groundbreaking social media theories, they were just simple little tips.
I wondered … Should my newsletter be something more impressive?
© YFS Magazine. All Rights Reserved. Copying prohibited. All material is protected by U.S. and international copyright laws. Unauthorized reproduction or distribution of this material is prohibited. Sharing of this material under Attribution-NonCommercial-NoDerivatives 4.0 International terms, listed here, is permitted.