Does your newsletter make a difference?
Just like your computer has a “desktop”, a Newsletter uses the metaphor of sending email to people on a regular basis about what’s going on.
But is it worth your time to make? Do people even read it or respond to it?
Let’s break it down. What does “News” really mean?
Most newsletters I see have little to do with what the reader is interested in. They are a package of several unrelated things going on in the business. It is WRITTEN from the business owner from the perspective of the business owner for the audience who is most likely THEMSELVES.
The business owner is writing for themselves. It should be called a journal entry.
Now, maybe there was a time when people sat in their homes and waited for information to come entertain and inform them. But that’s not today.
Everyone is barraged with things that are highly tuned to their interests.
Here are the steps to take if you are considering a newsletter.
1. Just Don’t have a Newsletter
If you are reporting on the internal workings of your business just because you want to find something to say or, as realtors like to put it “stay top of mind’ - just don’t. Your good hearted attempt at communication will be considered noise if it’s noticed at all.
2. Segment your list
If the list of emails that you have are from different events or offers or god-forbid, different businesses over time, label them in your CRM or email software so they can be segmented out. If the list is populated by people who showed interest in your business, each segment likely cares about a different aspect of it and likely doesn’t want to hear about other things.
3. Know your Segment’s Desires
Know why someone signed up. Do they want to go on a hike and talk about their feelings? Co-lead a yoga event in the area? or get your coaching support getting over a tough situation in their lives?
Everyone wants something slightly different and there are a mix of desires each person will have as they hear about an offer.
Note: Shadow desires are everything in this inquiry. You must make understanding space for the fact that people will respond to your OFFER as a way of positioning themselves for an experience of intimacy with YOU. This is true for men and women and may be fundamentally sexual, but likely it’s not explicitly that.
Understanding the driving desire for intimacy and the shame many people feel asking for that need to be met (thus pushing it subconsciously) and accepting it as a part of people’s interactions with you will help you welcome them discerningly.
4. Know your Segment’s Journey
Where are the people in your segment in their journey? Are they ready to take action? Are they interested in passively listening? Do they actually want to co-lead something with you?
Each segment is not only a match for a slightly different offer, but they are also closer to or father away from “Purchase Intent”. Depending on where that is, they need different information from you.
5. Supplement the newsletter
Call, message and reach out to people who are a match for your offer. Don’t just rely on the Spray And Pray method. People still value one on one human connection and outreach. You can use the newsletter as a touchpoint if there’s material in it you sincerely think they’d benefit from knowing. Perhaps it’s an event or some piece of media you created or are pointing them to.
Of course you can always just ask how they’re doing as well. Depending on how big your list is and if you have their contact information, this may be a very big task. But, as my friend Cory says “How do you eat an elephant? One bite at a time.”