Tips on Newsletters

A lot of coaches know the benefits of publishing a newsletter but few ever get around to producing one. Indeed some mean to get around to it someday - just not today. That's a shame as a regular newsletter with relevant content can lead to a constant stream of clients if approached correctly.

Here's a transcript of some tips I shared with a newsletter publisher during an e-mail questionnaire in the past week. I hope you find them useful:

1. Why do you do it?

It generates a stream of clients and helps me to build my reputation worldwide. Last week, I signed up another client from mainland Europe – someone I’ve never met before. That’s the amazing power of a newsletter!

2. How long have you been doing it?

I launched my newsletter in November 2003 and have been publishing it on a weekly basis ever since (except Christmas).

Here’s a link to my archives from 2004:

http://www.authenticpractice.com/archives2004.htm

3. How often do you publish?

Weekly – like clockwork on a Wednesday morning :-)

4. How much do you write?

I aim to write 500-700 words of content that is focused and relevant for my readers. This can be read easily within 5-minutes though it takes me around 2 hours to write and send out.

5. What do you write about?

I only write about how coaches can market themselves effectively and share techniques and anecdotes for doing so. I don’t include too much (if any) personal stuff as I believe it gets in the way. A lot of my subscribers like the focused approach and compliment me regularly.

6. Do you plan what you write?

I generally sit down on a Wednesday morning and write about something that’s happened to me or my clients in the past week (that’s relevant to marketing). I’ve got a manila file with a list of potential newsletter topics in case I get stuck. In fact, I did get stuck one week recently and asked the subscribers to suggest topics.

7. If so, how far ahead do you plan?

I occassionally plan future newsletter articles but usually I just take each issue as it comes up – I like this approach as I can write more f’reely and in the moment.

8. How have you grown your mailing list since you started publishing?

Recommendations mainly. I have a focused list of coaches who know other coaches and pass on the newsletter when relevant. I’ve got a tell-a-coach link in every issue. Sometimes, I make a specific request in my newsletter and it gets a higher response. I offer a f’ree report and make this the focus of the sign-up (rather than on the newsletter). The offer to sign-up is on all of my e-mail signatures and I contribute to newsgroups of coaches.

9. What have you tried that hasn’t worked?

The tell-a-coach form doesn’t work that well as it’s always in the newsletter and few people use it – it’s become a blind spot I think.

(Suggestion - please use the tell-a-coach form)

10. Which system do you use and why?

I use 1ShoppingCart for a number of reasons. Most importantly, it has the ability to integrate my newsletter and customer lists completely. So if someone purchases a product or service, they can be added to my newsletter list automatically. Also, I've observed that most other top coaches use it. It also gives stats on how many people open the newsletter. 1ShoppingCart also have great customer support via telephone and e-mail.

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Off to Chicago...

Just to remind you that I'm in Chicago 4th-10th May - part holiday, part seminar. I'm attending a seminar on how to use the Internet to attract clients and will share any pearls of wisdom on my return. Please note that I may be a little slower responding to e-mails this week.

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> Some more tips on newsletters especially for you

Here are some more tips on newsletters:

1. Get started - Your first issue does not need to be perfect - just get started and remember that you can improve it as you go along.

2. Frequently - The more frequently you publish your newsletter, the more often you will be able to share valuable information with your subscribers. As a result, your reputation will build more quickly and so will the stream of enquiries from qualified prospects.

3. Focus - Rather than trying to be all things to all people focus your newsletter on a particular group of people or a specific subject. This will make it easier for you to write the content and what you write will be more useful and relevant to your subscribers.

4. Begin - Just in case you've already started procrastinating from point one :-)

So, what are your tips on newsletters?

With very best wishes,

Authentic Practice
helping coaches to get more clients
45 Capitol Court
Old Coach Road
Wollaton
Nottingham
NG8 1GX

Website: http://www.authenticpractice.com

Tel.: (0845) 123 5105
Mobile: (07811) 262 111

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I work with coaches who have a strong desire to help others but are currently struggling to get clients. I help them to attract more clients and create a stable coaching practice to make a difference in the world.

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