What you want is fans. Let's dispel a newsletter myth. The myth is that you want to keep as many subscribers as you can. That's simply not true. You pay for subscribers. If someone is not reading or forwarding your newsletter, why do you want to send it to them? And you don't really want to annoy people.
Have a simple escape route:
Make it easy to unsubscribe.
Tell people it's easy to unsubscribe.
Tell them how to do it.
It's not personal! Just because someone unsubscribes from your newsletter, it doesn't mean they have unsubscribed from you. And, if people know it's easy to unsubscribe, maybe they'll stick around a little longer... ?
You want to start strong and the way to do that is to make a personal connection with your readers. While there are many ways to make that connection in each issue, your first issue is where you set up expectations about the value you'll provide. It's often the point at which subscribers choose to stay or go.
Here are some things you might want to include: Write your introduction to your ideal client.Acknowledge that this is your first issue and that you appreciate your readers' attention.Tell readers what they'll be getting and how often. Outline the benefits of staying subscribed.If you have added your customers and business contacts to your subscriber list without their express permission, acknowledge that you have done so and why you have. (For example, you might say that they have bought something from your store, or you met at a networking event.)Tell readers that it's easy to unsubscribe via the footer in this and every email.Ask for feedback and suggestions…
A wrap-up article is a logical and unique grouping of pieces of content where the grouping provides value to the reader beyond the individual pieces on their own. You might think of it like a themed gift basket.
There are several reasons we need to be creating these wrap-up articles. They... serve as a great resource - valuable information grouped togetheruse commonly searched keywords and phrases (good SEO)encourage deeper readingare often faster to createprovide a process to repurpose past contentremind us of what we've written and provide inspiration to write more
Wrap-up articles serve us better than just about any other content we might create. Of course, we have to be creating content on a regular basis to be able to wrap it up.
There are lots of different ways to group pieces of content: by topic - e.g. content idea generation, writing tipsby use - e.g. how-to, conceptual, tipsby thing - e.g. infographics, videosby user - e.g. for beginners, for expertsto conclude a series -…
Your contact list should be the most valuable asset your small business has, like a privately owned gold mine.
Once you have added someone to your contact list, you can create more chances to get them as a client or fan, sell them a product or service, and get a referral or testimonial. The possibilities open up.
How many times have you stifled a good idea because you didn't have an interested audience waiting to hear from you?
You may not often think of trust in relation to productivity but there's a very direct correlation, especially for small businesses.
What is trust in a business relationship? It can be quite different than in our personal lives, of course. I've recently weathered the end of a 16-year marriage which was quite a life lesson in trust. And, while we can certainly have business relationships longer than this, the trust element is not all-encompassing - it's limited to delivering on promises. This means things like having clear expectations, establishing goals and deadlines and meeting them, respecting each other's time, being honest about feedback, keeping communication open and relevant, and, of course, doing good work or selling reliable products.
“Trust is your willingness to be open, vulnerable and courageous based on positive expectations.” — Lea Brovedani Having established trusting relationships helps us be more efficient because our customers will know we have their b…
If your ideal customer is new to social media, your autoresponder messages might be creeping them out. At one time I had this vision of some big guy hunched over his keyboard poised to pounce on my 'Follow'.
If your ideal customer is more tech savvy, they'll recognize an autoresponder immediately. (Really? You expect me to interact with a program?)
I liken autoresponders on social media to email spammers. Both are giving their medium a bum rap.
A recent Twitter following spree on my part resulted in 16 automated tweets (close to 10% of those I followed). At least I think they were autoresponders.
There's the rub. Even if you take time to respond to people individually, now they may assume it's an autoresponder. The legitimacy of your action is lost in the sea of spammers.
There is so much I want to write about but, oddly enough, first I'm going to write about one of the sessions I didn't get to attend - Mike Tanner's Beyond The Mic: The Real Work of Podcasting. Here's the thing - Mike recorded his session and posted it to his podcast (the same day!)
Mike talks about starting a podcast in the same way I talk about starting a newsletter...
What's the best way?What do you want to do?What can you do? Taking on too much can be a quick path to failure. If you can figure out how to fit it into your regular activities, you'll have more success. It's an important message for all of our small business activities. I encourage you to listen to Mike's podcast.
If your business sells to consumers, you definitely should consider doing some extra promotional emails leading up to the holidays. This is something you need to plan now and start executing soon.
You could simply add more targeted promotional messages to your regular newsletter. BUT you've worked hard all year to build your reputation and gain the attention of your readers. Now is the time to capitalize on that a bit. I'm not suggesting that you start blasting your readers with advertising. I am suggesting that a well-planned campaign can be very effective at this time of year.
Here are some ideas to consider: If you sell gift certificates, you'll definitely want to promote them. Recommend who they will be suitable for. Insert Buy Now buttons directly into your newsletter with an immediate call to action.Do a holiday countdown with number of shopping days left.Create special offers or promotions only for your email subscribers. This can also help to get you new subscriber…