I gave a talk recently to a group of marketing professionals in Grand Junction at the annual Initiate Conference. I spoke about the value of sending out a regular, personal newsletter and shared some tips on the key elements to include, favorite platforms, and a simple process to follow.
Below is the presentation with my speaker notes.
Books, Podcasts,a fewIn the presentation I share about the challenges of living in an attention economy and why a newsletter makes sense. I highlight a few success stories that people have had with sending a regular newsletter and share a few of my favorite newsletters that I stay subscribed to.
Decide on a Newsletter Format
I also share some tips for designing your newsletter and getting that ball rolling.
I focus mostly on this first option of a basic newsletter, but really, there are so many options, depending on what is most sustainable for yourself. Pick one that suits you and refine it until is is repeatable and even something you look forward to creating.
Here are just three options:
1. Basic Newsletter
A basic newsletter can include these three elements:
- Intro Letter – one to two paragraphs letting people know what you’ve been up to professionally and personally.
- Cornerstone Content – if you have a website or YouTube channel, publish something new there and link to it from your newsletter.
- List of 2-3 Resources – pick topics that you think your audience would appreciate and share new resources each month.
2. Resources List
Another simple newsletter could include a list of 3 or 5 (or 10) new resources within each newsletter. Start with a short intro paragraph and then your list.
- Intro paragraph
- List of resources with description and links (ie Tim Ferriss, 5 Bullet Friday)
You can choose a few overarching areas/topics to share: ie Books, Podcasts, Concerts, Trails, Songs, Movies, Apps, SAAS, Instagram Profiles, TikTok Trends, Restaurants, Travel Destinations, Quotes, etc.
Or you can just write a letter letting people know your thoughts, experiences, ideas, and opportunities. Keep it real and engaging. Try to make people laugh. 🙂
Once you have picked a basic template for the elements of your newsletter, commit to making it happen.
Schedule the date on your calendar that you’d like to send it, and then pull all the pieces together.
Here’s a simple process:
- Create Original Content (video, article, podcast, song)
- Publish it on inherent platform (YouTube, Apple Podcasts, Apple Music)
- Write a blog article and embed the content on your website
- Highlight your new content in your newsletter with a description/blurb, image or sample, and then link to the post on your website.
- Share the article/post on social media (FB, LinkedIn, Google My Business)
Write Great Subject Lines
To increase your open rate, spend a little extra time on your subject line. Make sure it is clear and matches the content inside the email, but you can also use some proven formulas when you are pitching a new product or service.
Here’s a great formula for crafting effective Subject Lines, credit to Neville Medhora from the Copywriting Course:
[End result they want] + [Time period] + [Address the objections]
[How to make amazing tacos] + [In 10 minutes] + [For under 5 bucks].
[Make a landing page] + [By tonight] + [With zero experience].
[Increase walk-in traffic to your restaurant] + [This month] + [Without paying for advertising]
Get Started With Your Personal Newsletter
If you are just starting to consider sending out a regular newsletter, you may appreciate my ski/snowboard run/trail references to options to pick a level and get rolling:
Green: Just use your regular email account to send a basic update to your contacts. Create a group list or make sure to bcc everyone so you don’t accidentally share everyone’s email addresses with others. Use YesWare if you’d like to track opens.
Blue: Sign up for a free MailChimp Account, use a basic template, and create your own newsletter. Upload your audience list and try to add new people to it each month.
Black: Post articles on your own domain website and send out branded newsletter, linking back to your own website.
Double Black: Hire a marketing agency like Breckenridge Marketing to manage, publish, and distribute your new content and newsletter strategically 😉
Remember, whether you are a business owner, investor, employee, or freelancer, sending a personal email newsletter will accelerate your opportunities and keep you connected with your network.
Let us know if you have any questions, and feel free to reach out anytime.