Eight Ways to Keep
Your Newsletter on
the Front Burner
Have you ever put something on the 'back burner?' Sometimes we do it intentionally. We have other more pressing things to do; it will have to wait. Other times projects end up on the back burner unexpectedly.
When it comes to newsletters, it's not uncommon for them to get pushed to the back burner. A sole proprietor, for example, may start a newsletter with enthusiasm. He probably wrote the articles himself, asked a friend to look it over, created it using an email marketing service, gathered up email addresses, and sent the first one off.
The intention might be to produce a newsletter each month, but more is required than expected. It can be hard to allot time to the newsletter, to create a continual flow of good subjects, and to catch all the typos and grammar issues. Plus, it may not initially make the impression or impact intended.
This can happen with larger businesses, too. If those assigned to the newsletter have too many other projects, they may have to delay work on the newsletter in order to get the other assignments finished.
But, newsletters are an important marketing tool in today's business world. Regularity and quality are essential to their success. Putting things on the back burner can result in a not-too-tasty dish. For example, some readers may notice the many typos and lose a little respect for the business. Some might look forward to the newsletter until two months in a row are missed, then the business slips from their minds. Still others may read a poorly worded article and wonder if the writer really is the expert claimed.
If you've become a victim of the 'back burner syndrome,' it's not too late. Make a reassessment. Use the following eight points to get things cooking again:
1) Make the Commitment
If it's not important, why bother? If it is important, be determined; find ways to get it done.
2) Love What You Do and Share It
It's usually much easier to do things we love. They don't seem like work. Make sure your newsletter expresses that love for your vocation.
3) Make Realistic Plans
The key word is "realistic." If you're a one-man show and quite busy, would it be realistic to send a weekly newsletter? If weekly is that important, maybe it would be realistic to hire someone to do at least part of the process.
4) Decide Your Newsletter Campaign for the Year
Make your plan for the year. That's what magazines do. You can always adapt if you see the need for a change. Having the subjects, columns, and features determined in advance can eliminate hesitation and procrastination. Also, you will find your mind coming up with ideas for those subjects, if you keep the plan in view.
5) Make a Schedule - You Do It with Other Important Things
Anything in your business that's important gets scheduled. The newsletter is an important marketing tool and an excellent way to communicate. If it's important, schedule it.
6) Tell Your Recipients What to Expect
Let your readers know that your newsletter is monthly, quarterly, etc. If you know everyone is expecting it, you are more likely to work at the goal.
7) Don't Give Up
If it gets a little tough, don't give up. Regroup. Recommit. Reassign.
8) Get Help
If you can't manage it on your own, get help. Help could take many forms, including a brainstorming group, colleagues to contribute articles, person(s) to write, edit, or layout, etc.
Keep your newsletter serving up tasty treats. Share your knowledge and enthusiasm with your readers. Give them a newsletter that is regular, well written, beautifully laid out, carefully edited. Give them a newsletter that represents you and your business perfectly.
