It doesn't have to be About You
Let’s face it: some businesses are in a better position to provide valuable information through newsletters (blogs, social media) than others.
Take our own newsletter as an example. We could easily publish a newsletter about publishing newsletters. (Stay with me here.) It would have lots of tips and suggestions and advice. We could really show off our expertise and share our opinions. Now, who would that appeal to? People who are publishing their own newsletters. Perhaps even people who are publishing newsletters for others. These people aren’t our target market - not even close.
Our newsletter has nothing to do with our area of specialty. But of course we have to have one. What’s an 'enewsletter boutique' without its own newsletter?
So we found something else of use to our target market: ideas and tips for small business owners shared by other small business owners. And (big bonus here) members of our target market are the authors of our newsletter!
Giving value doesn’t have to be about what you can do for your target market. It just needs to be, well, valuable to them.