“The reports of my death have been greatly exaggerated.”—Mark Twain
There’s a lot of B.S. out there about newsletters. The declaration by several bloggers that “Newsletters are Dead,” is not only a huge misguidance, but an expensive piece of advice to follow.
Considering that 50%-70% of my private clients have grown out of my newsletter base—deciding to follow this advice and give up my print newsletter would cost me a substantial fortune.
Tell this to the many GKIC members who currently use newsletters to attract their ideal customers, clients and patients and you’ll find many of them will tell you that their newsletter readers are WAY more likely to hire them than someone who reads their blog or engages with them on social media.
You’re also likely to hear that newsletter subscribers are much more loyal and way, way, way less fickle than online only audiences.
Shaun Buck whose company mails more than 1.5 million newsletters for diverse businesses annually has a 98% retention rate and has grown his business by 4000%. He has used newsletters to extend the life of active customers and boost retention rates in a big way.
Let’s not forget the list you build with a print newsletter or the fact that print newsletters have a much longer shelf life. It’s not uncommon for me to hear from someone months after I send a newsletter who is just getting around to reading it. When is the last time you heard from someone about an email or blog post that was from months or even weeks before?
Sadly, many read these articles—usually written by bloggers with a good following and certain amount of authority—and justify not doing a print newsletter based on these bloggers’ advice and claims that print newsletters are a waste of time.
Entrepreneurs may further justify not doing a newsletter because “no one” in their industry is doing one.
I’ve long preached that if everyone in your industry is doing the same thing, you should realize there is opportunity there to stand out and capitalize by doing something different. Renegade Millionaires get rich by looking at what everyone else is doing and then doing the opposite. (Tweet this!) Based on feedback from clients and members, I wouldn’t be surprised if very few, if any of your competitors are using print newsletters for self-promotion, which puts you at an advantage.
Let this be a further cue. An idea certainly worth testing for yourself. And when I say testing, you can’t do this for a month or two and give up saying it isn’t working. You must give a real go of it.
The premise given as to why “newsletters are dead” is usually that newsletters are outdated, boring and have no personality. That blogs allow readers to read previous archives while newsletters don’t. That you should instead concentrate your efforts elsewhere.
I know that newsletters are not something people want to do—even writers are often pained about doing them. But newsletters offer a great deal to your business…
A good newsletter increases retention because a newsletter builds relationships, especially when you are careful to build in personality.
An ad or postcard promotes your business, but instantly raises your reader’s guard because he knows you are trying to sell him something. Include useful tips, hints and ideas that also demonstrate your knowledge in your newsletter and it acts as self-promotion without putting your readers guard up.
You can also use your newsletter to tastefully name-drop when you associate with a celebrity or influential person—especially if they are a client of yours and one that your readers look up to. This will not only raise your credibility, but will also recognizing and promote your customers, which can lead to referrals.
Archived newsletters can be arranged into a book or collection, providing a useful resource for customers and a further source of income for you.
Will Rogers said, “All I know is just what I read in the papers, and that’s an alibi for my ignorance.” Now that you have the other side of the story, what’s your alibi for not doing a newsletter?
If you aren’t sending out a monthly newsletter for your business, you are leaving a pile of cash on the table and missing out on a way to build a strong community of members (not just “customers,”) and create a loyal long-term “top of mind” bond of trust with your readers.
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