"No longer are we padding our metrics with vain, inflated subscribers who ultimately harm our deliverability and email performance. Instead, we're keeping our email list smaller, but way healthier and more effective."
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 -…
There’s a reason that finding new clients is described as prospecting, and researching our contacts is called mining. It really can be long hours of hard work for little immediate return.
In 1849, when Dr. Matthew Fleming Stephenson proclaimed, “There’s gold in them thar hills,” he wasn’t telling his friends to rush off to California. He was suggesting they stay and mine in their own neighbourhood.
That’s a lesson for small business owners, too. Greener pastures aren’t always greener. Have you fully mined the possibilities within your current circle of contacts?
Before you do any prospecting, you need a mine. It might be a spreadsheet, a CRM (Customer Relationship Management) tool, a bulk email account, or some other ‘place’ where all your contacts (clients, vendors, colleagues, potential clients, referrers, press, and so on) are gathered together. If you don’t have that yet, start now – make it the next priority of your small business marketing strategy.
It's always useful to check in on your blog stats so you can see what people are interested in reading. This year I'm a little surprised with some of the posts that have been read the most on Work Better, Not Harder. Here they are:
#1. 7 Out Of 12 Small Business Bloggers Agree On This When I teach marketing courses, the group eventually tires of seeing this list of key reasons for publishing a blog or newsletter come up on the screen in every class. Focus on only 2-3 main goals.
#2. Social Media Day Halifax 2018 Marketing Conference For the first time, Halifax celebrated Social Media Day in grand style this year. I'm proud to be one of the organizers of the first Social Media Day Halifax conference which took place on June 22nd.
This post was written by Liam Friesen, who has recently joined Daley Progress in a part-time support role. (How lucky am I to have a journalism student helping me out?)
Telling yourself that you want to start writing an article is simple. The hard part comes when you actually begin.
This is an issue that plagues those who know what they want to write about but don’t quite know how to explain it. If this is a problem you run into often, try starting with an outline.
From time to time, I struggle when trying to formulate an article. I find myself unable to put my ideas into words and I get stuck. However, when you create a layout or an outline for your topic, you won’t fall into a pit of wordiness and confusion.
An outline can appear in any way you want, as long as you include the following: an introduction, your main body information, and a conclusion. The introduction and the conclusion are quite self-explanatory but the main body paragraphs are where most people get lost.
My good friend and business collaborator, Anita Kirkbride, has been doing keynotes recently about how to embrace being #flawsome. It's a hard lesson for someone like me with perfectionistic tendencies. But around mid-May, I made a conscious decision to let a few things suffer so that others could flourish.
Here's one of the things that suffered:
Fewer people read my blog. That tells me my own marketing is working when I'm maintaining it. I know exactly what happened: I wrote fewer posts and one of the scheduling apps I use conked out for 2 weeks. (Thank you, Google, for continuing to send readers.)
I decided to live with it because other things, like Social Media Day Halifax 2019, were more important. And yes, I felt a bit guilty because I teach this stuff and setting an example is important.
No one ever said running a small business is easy. Sometimes we have to make tough choices... and move on. And really, while seeing my blog readership increase instead of decrease is…
Simple is powerful... and a recent tough decision reminded me of that. I'd been sitting on the fence for about 2 weeks with a marketing project half completed. I couldn't decide whether to keep going or to stay with Plan A - and so, I wasn't accomplishing anything. I had an investment in time and money that was just sitting, doing nothing for me.
Talking the problem through with someone seemed like the best idea and I finally pinned down the right opportunity with the right person. The night before we were to chat, I decided I'd better make some notes so I could present my problem in an organized way. I grabbed a sheet of paper, drew a line up the middle, and labelled the halves PROS and CONS.
Within 5 minutes I had put my finger on my "sticking point" - the biggest CON. After a little research and math, I made my decision. No discussion needed.
When I put my pen to paper, all the conflicting pieces of the problem suddenly became clear - instead of swirling …
Email is an ideal way to communicate details, such as meeting minutes, action lists, project updates, instructions, reference data, decisions, event info, checklists and much more. Sending previously prepared information is a snap - just attach, or copy and paste.
When I started specializing in enewsletters, I quickly discovered that there are a lot of details to discuss and make decisions about. Some clients like communicating by phone and others by email. But for some of this detailed communication, email is definitely the best method regardless of preference. It allows me to standardize the process, provide checklists, track action items, explain complex ideas, show examples, and document decisions.
Here are some tips for communicating detailed information by email: Strive for clarity. Be brief, but not to the point of leaving out relevant information. Use point-form numbered or bullet lists. This makes it easy for your reader to mentally check things off, or to use a pen on printed…