First, EVERYONE is NOT going to read our stuff and that's OK. The world is simply on information overload. When we write, our goal should be two-fold:
- Impact the lives of those who are able to take time to read
- Stay top of mind and create a positive feeling about us and our services for those who can't take time to read.
One of my clients, Jessica Olivito of the Sozo Group sent out a great newsletter this week. Discussion about it came up in the group and we had people who identified with scenario #1 above and people who identified with scenario #2. I was in scenario #2 and explained how warmed my heart was when I saw the email come through and how I skimmed it and clicked the link but didn't have time to delve into reading. Most people will be in #2, which is frustrating knowing how long we take to put out a newsletter.
What can we learn from this?
- It's important to streamline the process so it's not such a drain on our time. Doing so will allow us to be consistent and present with those who want to hear from us.
- Don't sweat the small stuff and embrace imperfection. You all read a few weeks ago about how I hadn't sent my newsletter out in a year. What I didn't share was that during the year, I had written a newsletter two different times. Both times it was 95% ready to go. I had every intention of coming back to it but wasn't able to each time. Hitting send would have accomplished #1 and #2 above with my followers and let them know I was still alive, had I not of sweated the small stuff.
- Take the great stuff we do and repurpose it. Here are some ideas I gave Jessica for ways to repurpose her newsletter.
- Jessica's newsletter linked to 3 articles. Throughout all 3 articles, there are nuggets that can be pulled to create social media images. She could also probably create a 'free offer' with some of the content.
- She can share it with places that also serve her ideal clients and ask them to share w/their people. For Jessica that is churches. Additionally, she can post it in places like online newspapers, Facebook and LinkedIn. She can also ask key partners to share on their Facebook pages & in groups they are in to increase exposure.
Repurposing may seem like tons more work. The point is not to stress, or to add more to your list of to-do's. Instead, to look at your to-do list and see where you can cut work down by using some of what you've already done. Once you do, you'll feel excited because you've taken 1 task that takes so much time and maximized that effort by increasing your visibility and the # of people who see it. The information above, for example, was copied from a comment I posted in my Facebook group.
Let me leave you with a few tips that came from a mastermind discussion. The question proposed to the group was "What do you look for when you decide to read a newsletter?" The responses varied with each person. The lesson here was to be your true self and those who are meant to be attracted to you will be. For those who aren't, that's totally ok. What else did the group share they look for in a newsletter?
- Eye catching
- Short, quick reads (which this blog surely is not!)
- Resonating with the person and/or knowing them
- A topic of interest
- A mixture of videos and articles
- Breaking the text up with images and 'read more' links
The biggest take-away, which pairs well with the information shared above, was "Less is more!"