Rules of Thumb for Newsletters

April 22, 2010 by  

Okay, I’m going to get a little tough with you… call it tough love, call it whatever you want.

As someone used to say to me; if you can’t take the heat get out of the kitchen.

Well?  You’re in sales.  Get a thicker skin and get over it.

I realize we want everything done for us, for you, for me.  But some things you  gotta do your SELF.

Yes, I’m referring to newsletters and NO I’m not doing it for you, but I’ll show you how to naturally and easily put a newsletter together.

First, there are three important rules of thumb about newsletters…and please, spare me the emails about you wanting to do it differently.

I’m not here to debate you.

I’m here to show you, to teach you…

Let’s get started.

Always begin with the rules of thumb.  As a former sales manager used to say to me; ‘don’t let the exceptions become your rules’.

TOP THREE things you gotta do to make a successful newsletter.

Consistently put out your newsletter monthly

Develop one format and stick with it consistently.  Don’t change the format every month.

Decide, in your own mind, that good is good enough.  Don’t worry about perfection.  There’s a lot of “poor” perfectionists out there…they don’t need any more company.

Lets expand on the rules

I personally like to mail my newsletter on a Monday.  So, pick a Monday, the same Monday every month.  That would be the first, second, third, or 4th Monday of the Month.

Don’t worry about Holidays, the Post Office will get to it eventually.

However, remember my previous posts on mailing around Thanksgiving and Christmas.

I recommend a monthly newsletter because weekly is to difficult and quarterly isn’t enough.

Send your newsletter snail mail (you could test an email version but if you do see my previous post on “opening clicks” of emails.

Develop one format and stick to it.  There is magic in consistency and it forces you to stay with the format.  Also, make sure the look is the same (though you can change colors of paper).

Different formats will confuse your Prospects/Customers. 

I think its a good idea to include a picture of you in the newsletter.  The quality of the picture isn’t important but if you have a dog or hobby put it in the picture.

This is why impersonal, 4 color, Madison Avenue, Company newsletters suck.  Your company doesn’t make sales…you do.  Introduce your personality into the content of the newsletter.

Good is good enough.  Let some one proof your newsletter for mistakes and forget about perfect.  Some of my best posts on this website took me minutes to write while some of the crap took days.

If you can write the newsletter in minutes so much the better.

You’ll never get it perfect but you’ll do just fine with an attitude of “GOOD” which is good enough.

I have a sample of a niche newsletter I sent out for several years in the “SALES LETTER” manual.  See the catalog page for more on this or get the Whole Enchilada.  I include everything I’ve got including the kitchen sink.

The link is sent when you opt-in on the right side of this page and become a subscriber.  Subscribing has benefits and its FREE.  The link will be sent with the “welcome” email.

If you’re already a subscriber I’ve been including the link to the Whole Enchilada until they’re all gone.  About 5 or 6 packages left as of this post.  So quit fiddle farting around and get over there before you miss the boat.

You and only YOU are responsible for your success.  Yes, you can get a lot of help along the way but you’ve got to invest in YOU.

Finally, just about everyone of us receives a newsletter, some paid, some free.  Find a format you’re comfortable with and remember shorter is better because you don’t want to spend all of your waking hours writing it.

I like to do a one page, 81/2 X 11, tri-fold, with the middle part for name, address, and stamp.  And I’d mail it either the first Monday or second Monday of every month (remember my post on mailing around the holidays at the end of the year)

You can get a paper folding machine pretty cheap and do it all.

But no matter what you gotta do it.  Do it today and get going because if you don’t do it no one will do it for you.

Happy Selling!



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