“Do you know anyone who writes resumes?”

My designer friend was hoping I could refer someone.

And I did know of someone… but what was his name, again?

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?

It's 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:

• A newsletter is the accelerator in your car (or business) -- you press on it when you want work.
  
  
• A newsletter is a fishing pole -- what kind of bait do you need to attract the fish you want? (What do you want to be known for?)
  
  
• A newsletter is also a well -- your newsletter list is a well you can go to when you’re thirsty for more work.

And if you don’t think in metaphors, think about it like this -- a newsletter is how you stay top of mind to ensure your network doesn’t forget you exist.

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.

(Here’s how to start a LinkedIn newsletter.)

Watch the Best Bits from our recent SMP Office Hours Party, where I share the “resume” story with a surprise guest - brand messaging specialist, copy coach, and newsletter expert Lisa Mullis.

Lisa has thoughts to share about how often you should send your newsletter and whether you really need a CRM.

In the meantime, do you already have a newsletter? Or do you have a favorite one to recommend? Leave a link in the comments here!