I’d say that those are pretty impressive statistics.
This week the New York Times posted an article, For Email Newsletters, a Death Greatly Exaggerated. As part of their premise that Email Newsletters are not actually dead, they went on to say that they can provide a sort of intimacy between a company and its clients. I like how they put that since I think that is the best reason for a newsletter.
It seems that there are a lot of other people that would agree since MailChimp is adding more than 10,000 users a day that are sending out over 400 million emails a day.
As it has been for eons, the secret to growing a business is to create amazing relationships with your prospects and customers. These days you don’t have to go to every networking event in town, or buy a billboard ad. Instead, you must have a website that in the first few seconds, lets your right clients know that you provide a service that is just what they are looking for.
Then, the posts that you write must educate them on their issues in a way that shows your expertise, and gives them an idea of what it would be like to work with you and convert them into a subscriber on your list and eventually into a client or referral source.
Each of these posts can come up in Google searches on your subject, or your prospects and clients can bookmark your site and hopefully remember to go there again, but you may as well make it easy for them and let them know when you have content they would be interested in by offering them the opportunity to get your updates by email. If they don’t get email updates, they most likely will forget about you and your website.
My sister and brother-in-law lived on a sailboat and traveled to exotic places. They posted about their trips on a blog. One day when they were visiting, my brother-in-law was giving me and my other sisters a hard time that we didn’t read their blog. “Ha!” I said, to him. “With everything competing for our immediate attention no one remembers to go to someone’s website to see if they have new posts.
You need to tell us you have new content by sending out a friendly personal email about your new content with a link back to your site. I guarantee we will not only go there and see what you’ve been up to but we will like you better because you took the time to interact with us and most likely we will write back to you too.”
Some people tell me they believe that people get way too much email and that most people hate newsletters.
I think that the real truth is that putting yourself out there is confronting. There is the fear that you have nothing important to say. And then when people write they tend to water down their content for fear of how they may be perceived by others. And then the next level of terror is what would they do with the attention once they got it.
Yes, It does takes time and a good bit of brain power to plan and write blog posts that your “right” clients will appreciate hearing about. But, I guarantee if you were in a room with clients who had invited you to share your ideas and your opinions with them you would have no problem chatting away about how what you do could be helpful to them.
You would find out what they were struggling with and try and make it easier for them. You would have stories that demonstrated useful content. Your expertise and willingness to share this information would be greatly appreciated and when they or someone they knew were ready for your services, you would get a call. Why? Because they appreciate your point of view and that you took the time to talk to them about something that was important to them.
I take the privilege of being invited into your inbox each week as a sacred trust. I made a commitment to show up on Wednesdays and bring you information that I have found helpful to growing your businesses. My content is a blend of teaching “what to do” as well as some posts designed to help you get off the dime and “do what you know.”
Some of this information comes from my degree in psychology, some from the school of hard knocks and I also read a great deal, try out a lot of what I read and pass along the best things to you. Blogging and newsletters are the top two things that have helped the most to build both my reputation and clientele.
If this would help you to grow your business, what is stopping you?