What to write in your email newsletter
/
Before I lay out a super simple way to write your email newsletter consistently, first it's helpful to understand where emails fit into your marketing.
There are two CORE proactive marketing parts of the Happy Little Practice Method.
1) One Core Outreach Strategy
One strategy that meets the following criteria:
a) it has you meeting new potential clients (new leads) that fit your ideal client profile
b) provides an experience that is educational and enlightening about the problem you solve
c) and allows you to invite new people to a first appointment with you to discuss the possibility of working with you to solve the problem you solve
The people who aren't ready for your first appointment are invited to join your keep in touch email list.
Goal: First appointments booked and building a professional network of potential clients and client referral sources.
2) One Core Keep-in-Touch Strategy
This is one main way to nurture all the new leads/potential clients you meet, that over time, creates new paying clients.
For most of us, it's an email list newsletter emailed at least twice per month and no more than once per week.
In my experience, once per month doesn't seem to work and is largely ignored. So twice per month is what I recommend people start and stabilize before increasing the frequency.
You can also add networking and social media to this as supportive keep in touch extras too, if you like to add more juice to your keep in touch. But social media is not required.
Goal: Growing list of potential clients and new first appointments
So what do you write in this newsletter?
Here is a basic two-part framework for writing twice per month to an email list:
Email Newsletter Part 1 = 1 new idea shared that adds value to your potential clients lives
Email Newsletter Part 2 = 1 short and sweet check in
Part 1) One tip or insight about the problem you solve per month.
You can do this in a simple Q&A style...
One question I always get is...
Here's just one way to address this...
Want help with this? Invite to your first appointment (Always, always at the end of every email.)
Part 2) The short and sweet check in.
Here are some ideas:
2a) One success story or before and after
Whether you have 3 or 20+ testimonials or endorsements, rotate the best ones.
Or pull a snippet or small win from your life or a client's life and share that.
2b) Share an upcoming event
Extend a personal invitation to an even you'll be attending or leading or share a replay.
Or do you host a regular community call on your topic? Send a stand alone invite/reminder to that.
Did you speak on a podcast? Share that.
2c) Send a stand alone, themed invitation to your first appointment.
People need invitations and reminders to bet on themselves.
From time to time, send a stand-alone invitation to your first appointment that is tied to what's relevant in your potential client's lives right now.
2d) Are you on Social and love it?
Share you top 3 to 5 favorite posts of the month with direct links and an invitation to comment and stay connected in that medium.
2e) The recap issue
If you write more than twice per month like I do (I don't recommend this until your outreach has steady traction) then consider an end of the month recap of all the best stuff you sent.
For example... Here's what I sent your way this month on XYZ topic, in case you missed it + Insert compelling one sentence summary for each link you share.
2f) The I can't adult issue
When you can't think of a darn thing to write, despite having so much to share (it happens), resend one of your favorite emails from the past with a personal note why you're sharing it again... IE it received the most comments, it's something your clients ask about all the time, it feels really timely, etc...
Alternatively, send an on-message resource or three that helps your clients (and you)
Take this framework and make it your own.
You don't have to use the written word for your keep in touch.
You can do video or just audio or a before/after visual, if you prefer.
Whatever works for you.
What is for sure, the the two core parts (Outreach and Keep-in-Touch) of your marketing are not optional.
At. All.
Your strategy for each can be different, but they must, must, must be in play.
It IS totally fine to start with Part 1 (Outreach) and get that going before you start Part 2 (Keep-in-Touch) and nurturing the relationships you created in your outreach, but only for a short time.
HOW you do all of this and WHAT problem you specialize in solving is what makes your communications fresh and unique.
Is this helpful? Let me know!
Are you ready to start putting your ideas together into a cohesive business or take off in a new direction with your business? Do you have your marketing dialed in and radically simplified and therefore doable? Reach out here and let's see if working together makes sense.
Onwards,
Karin
Join my Happy Little Practice Community on MeWe: For coaches, practitioners and consultants in business craving a less is more approach to business. I post almost every weekday on Happy Little Practice mindset, marketing and mompreneurship.
Have you watched my signature talk on what makes a small practice create big results? Learn more here.