Imagine offering a service that …
- Comes with a consistent schedule and zero client “emergencies;”
- Provides you with a steady source of predictable income;
- Is fun to do and takes advantage of both your strengths and your customers’ weaknesses.
What kind of service offers all of these advantages? Why e-newsletters of course.
Your business needs e-newsletters for several different reasons: to keep your leads engaged, sell more products and services to your existing customers, and stay “top-of-mind” with your customers.
They can be difficult to write and you could make writing newsletters one of your specialties — or your only specialty but that isn’t your business…is it?
Though you may think it’ not hard or you could get your 15 year old nephew to do it (same one who says he can keep your site going…
Let’s look at the three top in a bit more detail …
1. A consistent schedule: The biggest problem with offering a service, particularly if your focus is working ON your business, is that you can’t inventory your time. If you’re not working, you’re not making money. So it’s quite common to get caught up in the “feast or famine” treadmill — in any given week, you’ve either got too much work or not enough. Sure, there are times when things balance nicely, but they tend to be the exception. When the work is there, you need to jump on it. (And when it isn’t, you need to be looking for more.)
Regularly scheduled newsletters change all that; clients are with you over the long haul (I’ve got several clients who have been with me for more than 9 years). Unlike one-off projects, newsletters occur predictably, over and over again. That makes it easy to plan your work and match your capacity to the needs of your customers.
Because newsletters are planned and scheduled, there are no emergencies — customers typically never call on the weekend or in the middle of the night, expecting you to fix a disaster or jump on something RIGHT NOW.
2. A steady source of predictable revenue for your business: Steady work means steady income. Newsletters create clients that are like health club members (and you’re the health club): the agreements are open-ended and continue until the customer says “stop.” That can be one year, five years, or much, much longer depending on how good your content is.
Now, instead of wondering where and when your next customer will arrive, your newsletter grabs both new and ongoing customers on an consistent and regular schedule. That gives you the benefits of a steady revenue along with, of course, all the upside of working ON your business and spending time as YOU see it.
3. Fun: You love your business, that is why you got into it in the first place right? Isn’t that why you’re here in the first place. And so when your business email newsletter shows up your clients see you as the solution to one of their biggest challenges your business solves at the time and creating TOMA (top of mind awareness).
The other aspect of e-newsletters that I love is that each one represents a task with a definitive due date. That means that once your customer gets the newsletter there are no loose ends, no questions, no endless wandering, you are guiding them into your sales funnel.
Write, publish, repeat.
How to make it work for you:
E-newsletters are great. I love them and have been doing them for clients since 2007. But the question I hear most often is, “How do I get started?”
My answer is always the same: You need to be specialized within a particular industry: If you are an attorney, pet store, chiropractor … it doesn’t really matter which one you have developed a reputation (people talk to other people right?), every prospect will ask whether you’ve worked in their field before; that’s how you win them over, social proof, hooks, drop-in’s, short copy, freemiums, etc.
If, on the other hand, you offer your e-newsletter services to anyone and everyone, you’ll have a lot more trouble getting traction. Pick a narrow market so you can get up and running. Later on, if you like, you can expand into additional industries.
One final thought
When I left my last job and first began working on my own, I stumbled onto e-newsletters by complete accident (long story). I really had no idea what a niche was in terms of definition, but once I did, the work flooded in, creating consistency, very steady income, and most of all…fun. If you’re looking for the same, e-newsletters may very well be your sweet spot also, try it out one issue on us for FREE!
Book your call today, you have no risk and everything to gain.