How to Create a Newsletter That People Will Actually Read

Do you have a newsletter? Are people reading it? Do you really need a newsletter?

Re-examine your business’ goals. Are you trying to increase the number of your leads? Do you want to close more deals? Retain more customers or upsell customers? If you answered yes to any of these questions, then a newsletter could work for you.

Newsletter content

Your newsletter subscribers probably don’t want to hear about your products or services. Keep in mind, for a balanced newsletter, your content should be 90% educational and 10% promotional.

Don’t self-promote. Focus on including content that educates your readers. If you blog, your newsletter is a good place to re-use your blog. (Remember, your blogs should be educational!)

Use creative email subject lines

Even if your newsletter subscribers sign up for your newsletter, there is no guarantee that they will open the newsletter email when it arrives in their inbox.

Have a unique, creative subject line for each newsletter you send out.

Include one call-to-action

Think about what you want your readers to do. Do you want them to click on a link to read the rest of your blog on your website? Or do you want them to share the newsletter with a friend?

Keep design and copy minimal

Often, newsletters are very cluttered. This will turn off your readers and your newsletter won’t get read.

Short, concise stories will give your readers a quick article that they will read. If the article is your blog and it is long, include a link back to your website. Give them just a taste of your content and let them click and learn more.

White space helps keep the newsletter visually uncluttered. Include images that relate to the article and help tell the story. These are eye catching and will encourage people to read your newsletter.

Do you have a newsletter? What tips do you have for creating a successful newsletter?

You become what you believe. – Oprah Winfey

I don’t go by the rule book. I lead from the heart, not the head. – Princess Diana of Wales

3 Ways to Determine Your Target Market

Knowing who your clients are is a necessary so you can spend your time marketing to the right audience.

There are three questions you should ask yourself to start the process of creating a target market.

Who is your ideal client?

This is where you should get specific about the type of client you want to work with. Ask yourself specific questions about your ideal client such as how much money to they make, what is their age, what is their education level, and any other questions you think would be relevant to create an ideal client.

These questions help you weed out those that would not be the right fit for your business and attract those that you can better serve.

Where do you find your ideal client?

You need to know where to find your ideal client so you can focus your marketing and advertising efforts. Are they online or offline? If your ideal client is on LinkedIn, but not on Facebook, spending time on Facebook would be a waste of your time, effort and money.

If your ideal clients belong to certain organizations or groups, you need to start attending these meetings and make the investment to join and be active.

The goal is to get yourself in front of your ideal client as often as possible. A general marketing rule is that it takes a client at least 5 points of contact before they make the decision to buy from or work with you. Position yourself to be seen in multiple places. But make sure they are the right places.

Use your marketing efforts to drive potential clients to your website where they can find more information about your products or services.

What problem does your product/service solve?

Part of determining your target market is determining what problem you are solving for your clients.

How will your products or services help your client? Will it save time or money for your client? Will it make things easier for your client? Is it something they can’t get anywhere else? The answers to these questions can help you create your unique selling position (USP). Once crafted, your USP should be used in your marketing materials and on your website home page to tell your potential customers why they need your products or services.

Remember, when you’re marketing your business, it’s not about you but about your client. Figure out what your client wants and needs, create a plan on how you can solve their problem, and market that to your target audience. The process of creating a target market can take time but in the long run, it will save you time and money by only marketing to the right audience.

Happy First Day of Spring!

Happy St. Patrick's Day!

4 Good Reasons Why You Should Blog

I am often asked if blogging really works. I am amazed at the number of business owners that don’t have a blog.

Yes, blogging takes time. But if you don’t have the time, you can hire someone like Blue Lilac Marketing Group (formerly Blue Dog Marketing) to ghost-blog for you.

You make not think you’re a good writer. You may be right, but learning to write takes time and practice. What better way to practice than to write about something you’re passionate about….the business you own! Blogging is a fairly risk-free way to improve your writing skills and promote your business.

Here are some of the reasons I tell business owners they should have a blog.

Establish yourself as the expert

Blogging provides your readers with information and professional advice. When you provide your readers with free advice that can help them, they will start reading your blog on a regular basis and look to you as the expert.

To keep relevant information in front of your readers, you need to stay informed on what is new and happening in your industry…and you need to write about it. Have your readers learn something from you first before they see it in the news or online. You have that power to be THE EXPERT in your field!

Rank higher in searches

Your blog should be a part of your website. Adding new content to your website will help search engines remember that you exist and the new content will improve your website’s rank.

Get noticed

When you share your blog posts on social media you expose your expertise to a larger professional audience. By posting on LinkedIn, Facebook, and Twitter, you can generate more traffic to your website. 

Stay in touch

Having a blog allows you to stay in touch with your customers. You can use the blog to wish them happy holidays, to let them know about a new product or service, or to invite them to an event you are holding.

I also recommend bloggers use their blogs in newsletters that they send out to their mailing list.

A blog isn’t a one-and-done thing. Blogs have many uses, so use them, and they will help you grow your business.