Content marketing is one of the 3 most effective marketing tools for creative professionals of all kinds – that’s why it’s an essential tool in the Simplest Marketing Plan. I daresay it is the most effective one – when you use it properly and consistently.

And of all the different types of content marketing you can do, a marketing newsletter is the most effective – which is why today’s episode of the Marketing Mentor Podcast is all about newsletters and their effect: what I like to call, “newsletter magic.”

So listen here (or below) and scroll down to read the full transcript -- which also includes a few excellent examples. 

And if you like what you hear, we’d love it if you write a review, subscribe here and sign up for Quick Tips from Marketing Mentor.

Read the full transcript

First, in my last episode, #508, a conversation with Gigi Rosenberg about how to scuff up your content, we talked a lot about the humanity and authenticity that comes through when you don’t aim for perfection but instead aim to be real. I think that’s the key to authenticity – don’t try to be perfect. 

That’s what I will attempt here with an episode where I’m going to riff a bit off some bullets I wrote down about how to start a marketing newsletter in 5 easy steps. It may be a little scruffy – there may even be a bit of barking –  which doesn’t bother me at all. 

Second, this episode is dedicated to a client who recently challenged me with this: “I need convincing that content marketing is time well-spent.” Ok, here’s my argument…

Let me start with a story: it’s called “What the heck was his name?” 

“Do you know anyone who writes resumes?”

A designer client was hoping I could refer someone. And I did know of someone… but what was his name??

He had reached out to me in the hopes that we could be referral partners. 

But since he never followed up, didn’t have a newsletter, and I hadn’t seen any of his posts on LinkedIn…his name totally slipped my mind.

I wracked my brain and finally remembered that we had met right before I got a haircut. So I found my last haircut on my calendar and - aha! - there he was.

Can you guess why I’m telling you this?

Because most potential clients won’t look through their calendar to find you in their moment of need.

Instead, they’ll reach out to whoever they remember. Especially if they already know and trust the person from, say, reading their newsletter.

Is this a not-so-subtle hint that you should start a newsletter?

Absolutely!

And just in case you’re getting ahead of yourself, thinking, “no one wants another newsletter” or “I’ve got nothing original to say”…

Here are three newsletter metaphors that I hope will change your mind:

• It’s a fishing pole -- what kind of bait do you need to attract the fish you want? (i.e. What do you want to be known for?)
• It’s a well -- your list is a well you can go to when you’re thirsty. 
• It’s the accelerator in your car -- you press on it when you want work. That’s how I used it for years – it’s called “newsletter magic.”

That means you use it when you need it most.

Another client has a newsletter that she loves to write but she's been so busy that she hasn’t done one in months. She feels guilty but has too much work as it is. She doesn’t want “newsletter magic” right now!

So I gave her "permission" to wait until things calm down a bit – to use it as the accelerator in her car. So that’s what she’s doing. No one will miss it – until she sends the next one, when they’ll be glad to see it again and maybe, just maybe, respond with a project or “I’ve been meaning to reach out to you” because they’re suddenly in their time of need – this being September with year end coming fast. 

The whole point of a marketing newsletter is this: It’s how you stay top of mind and ensure your network doesn’t forget you exist. 

• There are other reasons too, of course, including: 
• Building trust, which is a result or the product of repetition and consistency
• Showing what you know – about what they need
• Attracting the kind of work you want
• Demonstrating professionalism and seriousness
• But never forget that the main reason to (if you have to) force yourself to write and send a marketing newsletter – every month if possible and once a quarter at a minimum – is to avoid “out of sight, out of mind.” That’s it! 

That’s why, when it comes to marketing, here’s my advice: if you do nothing else, send a regular newsletter to everyone you know and everyone who knows you.  

It doesn’t need to be long or complicated. It doesn’t need to be a big production.

And it doesn’t need to be perfect!

In fact, most people won’t even read it. (And that’s really OK.)

When you regularly send a newsletter – whether it’s through email or LinkedIn – you stay in people’s minds. And that’s how more work “magically” falls in your lap when you need it.

Connecting the dots: It’s also the easiest way to stay in touch after your outreach campaign – it’s your CRM – customer relationship manager

Get started with a newsletter in 5 easy steps

1. Choose a format – here are 3 of the many different possible formats. But these are all especially good if you’re just getting started: 
1. Short and sweet -- like this one from copywriter, Deidre Rienzo, which she calls an "unnewsletter" which she also posts on her blog
2. Long and substantial – but be careful not to make it so long people will set it aside to read – and never get back to it. I like this LinkedIn newsletter from leadership coach, Justine Williams.
3. Curated content like this one from Moonshine Design's 5 Things to Share
2. Choose a platform – LinkedIn is a good place to start. Other services include MailChimp, Active Campaign, ConvertKit, Flodesk, MailerLite
3. Choose a topic that focuses on the work you want to be known for. 
1. Answer questions people ask (of you or in your market)
2. What mistakes do you see clients making? Help avoid the mistakes people make (especially your clients or prospects)
3. Share what you’re learning
4. Draft your prototype – just do it. Don’t strive for perfection. 
5. Send it out. Let it be good enough. Start thinking about the next one immediately – don’t wait til you have to start over. Get the ball rolling – it will give you a jumpstart. That will also distract you from any impulse toward vanity metrics – open rates, click thru rates – none of that matters. 
6. Rinse and repeat – it will get better.

3 hallmarks of an effective newsletter:

• It’s simple and easy to read (whether short or long)
• It’s useful and relevant
• It’s more letter than news – As Ann Handley says in her newsletter (and I wish I had said)

Build your list slowly by inviting everyone you know to receive it, by inviting people who connect with you to subscribe and by letting people you meet know that the way you stay in touch is with a snappy email newsletter. “I’ll remove the burden of having to remember that I exist.” (Don’t say, can I add you to my newsletter list – no one wants that.)

That’s it! Trust me – this works. And when you get “newsletter magic” – let me know. Seriously….

I do hope that was helpful. Let me know if you have questions. And If you want my help finding clients using AI, check out my new 1:1 AI Client Finding Coaching Calls – there’s a link on my homepage. 

Or you can just sign up for my Quick Tips at marketing-mentor.com. Once you’re on the site, you’ll find lots more resources, including my Simplest Marketing Plan. Enjoy and I’ll see you next time.

Photo by Jess Zoerb on Unsplash