video - what should be in your newsletter
The most successful newsletters contain these elements.
Transcript Simon Payn: Hi. Simon here from
Ready to Go Newsletters.
I want to address a concern that some people have about
newsletters in general, and give you my opinion about it.
Some people tell me, "Hey, I don't want to send out a newsletter
that has a recipe in it or that has content that's not about my
business in it. I'm a real estate agent. I want to send out a
newsletter about real estate." Or, "I'm an insurance agent. I
want to send out a newsletter about insurance."
I very deliberately create a newsletter that is not all about
real estate or all about insurance, because I want to make
newsletters that are effective.
Now think about this: Do you think that everyone in your market
is only interested in real estate or only interested in
insurance? Do you think they're always going to want to read
something about insurance or mortgages or accountancy?
The thing is, people have a buying cycle for what you have to
offer. They only come into heat, as I like to say, every few
months or every few years. The idea behind a newsletter is to
build a relationship over time, consistently, whether they're
looking for what you have to offer or not. If you don't do that,
there's a danger that when they're not interested in what you
have to offer, they're going to start ignoring you. And once
they start ignoring you, it's very hard to get yourself back
into their consciousness.
What I learned from my career in newspapers and online media is
to make a publication that is interesting to them no matter
what. It should be interesting to them whether they want to buy
real estate, or insurance, or anything else. Why? Because you
want to build, on a regular basis, a relationship with them, a
familiarity with them, a name with them, so that when they're
ready to buy, they'll contact you.
That is why my newsletters contain content that is plain
interesting and useful, content that makes their lives better.
It's not just content about what you do. It comes back to
something I talk about in another video, and that is making the
newsletter about your clients and not about you. The biggest
mistake people make is thinking just of themselves, and thinking
that what they do, and what they're interested in, is
interesting to their clients.
It's not. You've got to keep your clients interested if you want
your newsletter to be welcomed every month.
