Work Better, Not Harder

Every small business owner struggles with their messaging from time to time and this is especially true when developing content for a new or refreshed website. I - and you - can sit and make a long list of words and phrases that describe the way we work with customers. That's a good idea, of course. Here's a more powerful option and, in some ways, it makes the task easier. Search your words and phrases online. See what others in the same line of work are saying about themselves and the way they do business. Start a list of the words and phrases that are NOT like you and your business, that are clearly not ones you would use. They will practically jump off the screen at you. Using that NOT list, write a list of 'opposites'. If this is how you're not , then change it to the way you are . Now you can use these new words and phrases as you develop your website content and marketing messages. And you could easily include a bullet list of "This is not .....

The words that make my heart sing are only sometimes the same words that make my potential clients' hearts sing. And I've learned that I can be quite wrong about what I think is the value I bring to each relationship. For instance, nagging can be a competitive advantage ... but I certainly never planned to be a nagger. Part of starting and growing any business is defining our 'value proposition'. Talk about trying to hit a moving target! The longer you're in business and developing your expertise, the more different types of value you'll have to draw on... and offer to others. A big inventory of value propositions! What little pieces of feedback (formal or subtle) do you receive every day that can help to shape a new value proposition based on people's needs... instead of what you think ? What problems do your customers and prospects wish you could solve for them? I'm going to start an inventory... will you join me in this experiment? My fir...

You wouldn't hug a complete stranger. So, if the red-head in the photo approached you on the street, you'd likely back away and think WTF. Even if he wants a date, that's a pretty lame approach. We don't have much room for needy strangers in our small business lives. It's enough work to keep up with friends and colleagues. So why the heck would any business person send a newsletter to a stranger that starts like this... ? We spent many hours and resources on researching, writing, proofing and designing this newsletter. As a valued customer, we are offering this newsletter to you for FREE! newsletter example It's too bad they spent all those hours and resources. And too bad they didn't know FREE newsletters haven't been unique for a very long time. Next, they'll wonder why email marketing isn't working for them. Especially for your very first issue , there are a few basic things to include. The most important is to give value or poi...

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...

Some of you might remember the old Wendy's ad, "Where's the beef?" I was reminded of that when I saw these 3 examples back-to-back on Twitter. What's missing from the middle post in this screenshot? The beef. People are picky about what they subscribe to. If you don't give them a good reason to sign up, they won't even get to taste the beef, no matter how many patties there are. Good calls-to-action are not easy to construct but it's important to make the effort. Click to Tweet this Article

Here's how the lazy approach works: don't blog for the sake of keeping a schedule; only blog when you have something to say. Have you heard that advice yet? Pretty simple, eh? No pressure at all. Just push a post out whenever the mood strikes, and if it doesn't... oh well. Here are the benefits of adopting this schedule-less strategy: No commitment to readers. They won't be expecting anything so if you reach their inbox, maybe it'll be a surprise. Or maybe they won't know who you are. No pressure to keep current . This is a clear benefit in a business world of constant change. You can call yourself an expert . Your ideas are so captivating that you only need to have 3 or 4 a year. (Maybe I'm confusing this with a guru.) No wasted time communicating with readers. Relationships take up precious time, after all. No stress - ever - about meeting a deadline . If you haven't guessed yet, I think this is a bunch of nonsense. If you want to exc...

When you're buried in details, it's hard to see the big picture. That's not news to you or anyone else. To get out of the trees and above the forest, consider adding one final quality control check to your content creation process. Whether you are writing for your blog, newsletter or social media platforms, before you hit that PUBLISH button, ask yourself: "What value will my target market get from this?" If you can't articulate the value , your target market is unlikely to be able to, either. Think about it from your reader's perspective. How would they describe your article to someone else when they're (hopefully) raving about it? It might be something like: "Check out this blog post about xxxxx. It's got great tips you can use right away." What if you can't articulate the value? Start editing right away, or put it aside and come back to it with fresh eyes later. I have a folder of article drafts that I've rejected ...

Phew, your newsletter is done and sent. But that shouldn't be the last anyone sees of it. With the online version of your newsletter you can have readers anytime - not just when it gets published and not just those it gets emailed to. #1. Use it as a Resource If your newsletter is informational and useful beyond today, it can become a valuable resource, sort of like a blog. Occasionally share a link to your archive as a post on your social media platforms. Add it to the Resource page on your website if you have one. Put a link to it in each newsletter issue - "Read past issues." Place a call to action and link to your archive in your email signature. Some newsletters just aren't as useful as a resource; perhaps you already publish the info on your blog or website, or it is time-sensitive. There's still a good reason to share your newsletter archive. #2. Use it as an Example The more clearly someone understands what they are signing up for, the...