In this age of perpetual messaging, it’s tempting to convince ourselves that we don’t want to “clutter” the inboxes of our clients and contacts with yet another self-promoting email.
But how much business do you think NOT SENDING an email will get you?
Which is why I say, go ahead, send emails to your mailing list. The New Year is the perfect time to turn over a new leaf — just make sure those emails are welcome, entertaining, and useful.
As I talk with business owners across the country about their lists, this is what I hear most often. Any of them sound like you?
* “I’ve got a mailing list, but don’t really use it”
Your next action>> Get to the bottom of what’s keeping you from communicating with your list. Worried about being just another spammer? Brainstorm what valuable content and advice you can share that will absolutely help others, and then make a commitment to sharing it. It really is that simple.
* “I started off the year writing my blog, but then I just kind of stopped.”
Your next action>> Are you sure that keeping a blog is the strategy for you? Sharing what you know isn’t a one-size-fits-all thing. Maybe you’re more of a top-of-mind tweeter, or would prefer to post a video every month – or every week— instead. That’s fine! Then the second step is sharing this rich content with your list. Even if you don’t have an enewsletter, be sure to mail out a curiosity-stirring “preview” of your latest topic to your list… so you know you’ve got an audience!
* “I want to send a New Year’s (or holiday) email to my clients & contacts.”
Your next action>> Don’t stop at season’s greetings. Think about one problem that you can help your clients & contacts solve right now. And include a “call to action”, inviting readers to take you up on your tantalizing offer. Even if it’s something as simple as setting up a first session. Who knows? Your reader may be in the midst of trying to solve a problem that you can help them with – and they’d be delighted to hear that you’re ready, capable and willing to serve!
The real art of sending emails is to send something that is more gift that grift. A message that is heartfelt, entertaining, and valuable is actually a rare and wonderful thing to receive.
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Stella Orange, Wordsmith writes charming websites and uncommon content that builds a strong, genuine connection with your audience and gets your cash register singing. To receive your copy of Stella Orange’s Guide No. 5 — “6 Strategy Secrets to Filling Your Programs, Calls and Practice Using your Charming Website”, visit http://www.stellaorange.com/step-number-1/
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