How a Newsletter can make You a Trusted Resource


Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

eNewsletters and Charities in Canada

Image
If you Google " CASL and charities " (in Canada), you'll find lots of reading on the subject. I'm not going to repeat all that here but rather give a quick snapshot of how CASL (Canadian Anti-Spam Legislation) impacts charities. CASL applies to 'commercial electronic messages'. This means that most (but not all) communications sent from charities are completely exempt from the requirements as they wouldn't be considered 'commercial'. Soliciting donations is okey dokey, as long as the charitable donation # is included. Things to be careful about ( may void the exemption): paid advertisements (funders/sponsors might be a grey area) promoting programs/courses "offering services to individuals who may benefit, where there is a cost-recovery element (for materials, for example)" internal job advertisements (because there's a commercial aspect, this may also be a grey area) Even if a message is not exempt, it ...
Keep reading »

17 Reasons to eMail Your Contacts Before Your Next Newsletter Goes Out

Image
NOTE! Don't jump directly to the list below. There's a caveat and it's an important one. While these are your reasons for emailing your list, you need to create value or point it out to readers. Frame all your messaging around the thought, "What's in it for my readers?" If you make it valuable to them, you'll feel the love in return. Here are 17 reasons to email your list, independent of your regular newsletter schedule: A new or improved product or service - highlight the benefits, not the features A demonstration of one way to use your product... and the fantastic results! A new article, video or audio file published online A customer success story - and how subscribers can enjoy the same success A customer question and your answer - useful information A cool tool you just tried  - how your contacts can benefit Comment on a common myth about your industry - why your subscribers need to know Announce a contest Request information (feed...
Keep reading »

Your Brand is more than Your Logo

Image
I’m a visual person yet I find it hard to describe our own branding concisely: lots of white space, clean, bright spots of colour, fun but professional. If you came to me and said that, how would I design a newsletter (or website or blog) for you? Being able to describe your visual branding is important when you’re working with professionals such as designers and other consultants. How can they help you best if they don’t ‘get’ your brand? How do you describe your own visual branding? Write it out right now and be concise. Use lots of descriptive words - make up words if you have to. Can you get what’s in your head onto paper? Looking at examples is very helpful. Look at others’ websites and newsletters. Identify what you like and don’t like and put it into words on paper. Do you like curves or straight lines? Bold or subtle? Professional or whimsical? White space or lots of colour? Simple or busy? Keep going... don't stop here. It’s not easy to do bu...
Keep reading »

Knowing When to Go

Image
Change is a wonderful thing - it keeps life interesting. It allows our businesses to evolve and do better. When we can plan and drive change successfully, it can be very rewarding. Then there's the change that's forced on us. You know, like when your website hosting company goes belly up. Or your PC dies at an inconvenient time, precipitating an unplanned but long-thought-about change to Mac . Or when the bulk email application you've been using for 10 years keeps dumping functionality that you and your clients need. (OK that last one is me.) Forced change is rarely pleasant and it's hard to get excited about how things will be better when we're buried in the work of making the change. And, of course, it never happens at a convenient time! Managing risks can be complicated. I wish I had acted sooner. I'd like to think I'll learn from this experience and act sooner next time. Procrastination is sometimes convenient, and sometimes worthwhile, b...
Keep reading »

Keeping in Touch

Image
Photo:  Wim Mulder One of the most common reasons for starting a newsletter is to keep in touch with clients, past clients, prospects, colleagues, suppliers and other contacts with the purpose of staying top of mind . I have said that this shouldn't be your only reason for having a newsletter but, in fact, sometimes that’s just what it is. "I'm just writing to say hello..." Here are some questions to consider: Do you still have to give value to succeed at keeping in touch? Do you even need your readers to open your email to achieve that? If you’re not giving value , what reason do you have for emailing? How often do you need to email your contacts to stay top of mind? This might be a factor of how often your readers would need/want your product or service. Remember, if you want someone to know you're thinking about them , a card by snail mail is more appropriate. Click to Tweet this Article
Keep reading »

A Great Newsletter is like a Gift

Image
It’s opened with anticipation . It’s personal and speaks to your recipient. It’s about your recipient’s wants and needs , not yours. It’s appreciated because it brings something of value . It’s attractively packaged . It’s delivered directly to your recipient. photo by HalinaV / Flickr Click to Tweet this Article
Keep reading »

Actively Share your Newsletter Issues on Social Media

Image
You may already be autoposting your newsletter onto your social media feeds when you send it out. It makes sense to share it more than once , especially if it's the only content you have (i.e. if you're not also blogging). Re-sharing your newsletter issues using the read online link on your social media feeds multiple times will extend your readership beyond your current subscribers... and hopefully encourage new ones. Facebook Page, Google+ and LinkedIn If not autoposted, post a link to the online version of your newsletter as soon as it goes out. Use the sharing buttons within your newsletter to make it easy. For a monthly newsletter, you might consider sharing it again a couple of times before your next issue goes out. Twitter Tweet a link to the online version of your newsletter a couple of times a week until your next issue goes out. Use the tweet button in your newsletter but change up the tweet text each time. Add an image to the tweet for added oomph. If yo...
Keep reading »

Sh*t Happens!

Image
I recently had to take a week off work unexpectedly and dash off to Ontario when my step-son went into the hospital. An hour before we hit the road, I was emailing clients and friends with promises of finishing up projects as soon as I arrived at the hotel room. Silly me! After a 20 hour road trip, all I wanted to do was get to the hospital. That remained my priority for the next 4 days and thoughts of newsletters and websites were long gone. On the day I left, my friend said all my clients would surely understand if their newsletters were late going out. After all, they have families too. There is no doubt in my mind that all of my clients would have been supportive and accepted my apologies... if that had happened. But that didn't happen. The newsletters went out. The emails got answered. New sales were made. It was an unplanned test and we passed. Yay! Last year I was smart enough to bring on a superwoman (Danielle) to work with me. Because we’ve been getting so bus...
Keep reading »

Accountability: More Than A Deadline

If you’ve been in business for more than a few months, you’ve had the discussion about accountability with at least one other business owner – and will continue to have that conversation with other business owners. We all struggle with staying focused and getting things done. One way that we combat this is by setting up systems of accountability. Our systems vary greatly, from detailed plans and deadlines to mastermind groups and more. One strategy that can be effective is bringing another person into your system to be accountable to. Telling someone else about your goals and deadlines is a step in the right direction. But accountability works best when it’s more than deadlines and reminders - when there’s the real potential for loss. That could be the loss of money, if we are paying someone to keep us accountable. It could be the loss of opportunity, if we aren’t acting fast enough. It could be the loss of integrity or trust, if the opinion of the person we are letting down is i...
Keep reading »