Newsletter Writing Obstacles and How to Overcome Them

Relationship building is at the forefront of how we interact with our customers. No longer is promoting your business about who can grab the most attention in the loudest way. It is about how we make genuine connections with our clients or audience – your audience - that wants what you offer and recognises they need you. Regular newsletters help nurture this relationship. This week’s newsletter looks at 5 of the most common obstacles to doing them and offers tips on how to overcome them.

Obstacle 1: No Time

Yes, newsletters do take time. In fact, marketing takes time. The upside is that if you consistently make time for it, you will fill your appointment book. Newsletters are one of the best ways to build a relationship with existing clients, educate them about what else you can offer, and generate referrals.

Overcome time restraints – by keeping it simple. A single page newsletter is perfectly fine. Just one feature or story (500 words which is about half a page). You could include a promotion or product feature, or perhaps a case study/testimonial. Inspirational quotes from your favourite personalities add a nice touch.

Obstacle 2: No Computer Skills

Yes, this is still common, even in this day and age! But there are a number of remedies available for the technophobes out there.

Overcome computer resistance by learning some skills. They will never be wasted. Local community centres and libraries offer courses for a minimual investment. You could also have someone do the computer tasks for you. Delegation is a must for successful business owners. Perhapsy you have an admin assistant or receptionist that is up to the task and would appreciate the change in duties. You may also have a PC savvy teenager who will be happy to put it together.

Obstacle 3: No idea what to include

Yes, this can really be a stumper! You can hardly be expected to produce a newsletter if you don’t know what to include in it. Or perhaps, you have so many ideas; you don’t know where to start! Both problems are equally challenging, either do nothing or get analysis paralysis.

You can generate ideas by knowing your clientele and what makes then tick. Review your client questionnaires, and the problems they present with. Are there common themes emerging? Not only will this process help you to find out what interests them, you will get a clearer picture of what your client profile is which is a crucial element when identifying your target market. When you have clarity around this, marketing becomes much easier because you know who you are talking to, and can tailor make your promotional activities accordingly, rather than taking a stab in the dark. Remember to keep your newsletter as relevant to the reader as possible. Why not do a client survey and ask them what they would like to see. . www.surveymonkey.com offers f*r*ee easy to use software to create your own survey. In fact, you can include surveys in your newsletter. What a great idea!

Obstacle 4: No writing skills

Fair enough. Writing is not everyone’s cup of tea. Remember though that it doesn’t have to be perfect. Be yourself! Perhaps you have great communication skills, but your writing doesn’t do it justice. Here are some options.

Overcome limited writing skills by getting someone else to do the writing. This could be by sharing others online articles, or by purchasing pre-written newsletters, or using associates articles that are relevant to your reader. Article directories such as www.ezinearticles.com offer thousands of articles on hundreds of topics. Prewritten industry specific newsletter services are by companies such as Natural Touch Marketing who specialise in massage and bodywork marketing are available. These newsletters can be customised to incorporate your own identity. A comprehensive range of prewritten templates are offered by My Newsletter Builder who I use to create my own newsletters (tell Matt Papas I sent you!). If you are a solid communicator, but find putting it on paper difficult, try recording an article on your mobile phone or ipod, then transcribing it. You’ll be amazed at what you can come up with!

Obstacle 5: Apathy

Okay, I draw the line at this one. If you can’t be bothered, you shouldn’t be in business. Go and work for someone else instead.

Overcome apathy by remembering why you are doing what you do. People need you, but it is up to you to let them know that you are here to serve them. Start with your existing clients, build relationship, and stay in touch. They will soon reward you with their gratitude for how you help them lead healthier and more satisfying lives. I promise that your consistent efforts will be rewarded. Surround yourself with positive and inspiring entrepreneurs who have similar challenges in their own businesses. Help and encourage one another. Don’t be an island, it extinguishes inspiration.

So, to summarise my 5 tips are:

1. Make time, and then keep it simple



2. Get technical help if you need it to make it happen



3. Ask others for their ideas



4. Get others to contribute or write it for you



5. Stay inspired by remaining connected with why you are doing the work you do, and surrounding yourself with passionate people with a common interest.

"Obstacles are things a person sees
when he takes his eyes off his goal"
E Joesph Cossman

10 Ways to Use One Article as a Marketing Tool

If I had to decide on my favourite marketing tool, I would definately choose articles. What I love most about them is that you can take one article and use it in many ways. What better way to utilise your time, that do the work once, then leverage it! Here are my 10 favourite tips for taking one article and using it to promote what you do and share your message with those who need you!

1. Include Your Article on Your Website
There are two great reasons to add articles to your website. The first because people use the web to seek information. If you are providing quality information to your target market, they are more likely to follow you and want to connect. Secondly, online search engines love fresh content, and are more likely rank your site if it is regularly updated. Forget static websites, they are a bit like an outdated brochure that no-one picks up! Don't forget to include important keywords in your article that your target market are likely to be searching for.

2. Add Your Article to Your Blog
Again, web search engines rank blogs highly, as they constantly provide fresh and relevant content. Blogs provide an opportunity for potential clients to click through to your site, so don't forget to include a prominent link on your blog. Not sure how to set up a blog? Here is a useful video to demonstrate your to set up a blog - how to set up blog video

3. Put Your Article on Someone Elses Blog
If you have good valuable information to offer, there are people in cyberspace that will love to share it! These are quite likely others in a related industry who are interested in sharing quality information and resources with their own readers. Guest blogging is very common. Begin to network and nurture relationships with likeminded others in your field online, and you will find that invitations follow. You can also make requests to submit suitable articles to relevant blogs.

4. Send Your Article to the Twitterverse
Once your articles are posted online, it is very easy to post a link on twitter once you have an account. You can get one at www.twitter.com .For more about twitter, check out this Twitter You Tube video I will be sharing more about social media marketing in later newsletters.

5. Share Your Article on Facebook As a Note
Yes, let your friends know what you are up to by cutting and pasting your article as a facebook note. Your note will automatically show on your friends feed, and are easily shared by others with their circle of friends. Not on facebook yet? You are missing out!! I would like to meet you there....join me here: www.facebook.com/KrishnaEverson

6. Use Your Article as Your Newsletter Feature
This is exactly what I am doing with this article. Just make sure your topic is always relevant to those receiving your newsletter, keep it informative, and always add value. (As soon as I finish here, this article will be added to my blog and facebook page!)

7. Add It to Article Websites
This is a wonderful traffic generator as you include a link to your website and quite often your bio, which lets people know a little more about who you are and what you do. Just 10 articles will increase your online profile exponentially!! My favourite article site is www.ezinearticles.com but there are 100's! My advice? Get started....

8. Turn Your Article Into a Talk
Once you have your article written, you have content ready on hand for those public speaking opportunites that come up! Being prepared, and knowing your topic are two of the key elements of good public speaking. Need more help or want to build your speaking confidence? Check out Toastmasters or a local speaking group. Speaking is an excellent way of reaching groups with your message and attracting the perfect client.

9. Share It At Relevent Networks Instead of a Brochure
Too often, brochures are dull and virtually meaningless, and quite often just talk about you, when it needs to be about what's in it for the reader. Replacing your brochure with a well-written and relevant article (not a sales pitch), with a short bio and contact information at the end is a great alternative to other passive forms of PR material, and lets people know what great information you have to share. A useful credibility builder.

10. Use It As Chapter In An E-book
Got 10 articles? Then you have an e-book! Combine then into one document, add a contents page, and voila! Use as an enticement to signup for your mailing list, then stay in touch!

My next article writing workshop is May 1.
Stay tuned for online resources and home study guides....coming soon!

The 7 Steps to Activate Your Vision for 2010

Are you in the business of helping people? Have you got a vision? If you are ready to activate your vision, here's 7 steps to make it happen in 2010.

Step 1: Where do you want to go?

Imagine yourself in exactly 12 months time. What are you doing? Who are you helping? How many clients are you seeing? How will you feel when you get there. Can you see it clearly? The clearer the picture, the easier it will be to tell when you get there, and also work out what you can do to get you there. Put your vision into something tangible; it may be a vision board, a mind map; yourself speaking on an audio; or a list of things you would like to achieve over the next 12 months.

Step 2: Where are you now?

Before you can make a plan to move you towards your vision, it is important to clarify where it is you are now. How many clients do you have, what income are you generating, what are your current income streams (eg. products, services, workshops etc). It could also be where you are located, and who you are currently working with.

Step 3: Make a S.M.A.R.T list of what needs to be done to get you from where you are now to where you want to be.

Take a sheet of paper and create several columns across it. In each column put a S.M.A.R.T goal. Smart stands for Specific, Measurable, Achievable, Realistic, Timely. Smart goals could read like:
-Increase my client base by 10% every month
-Double my average referrals from 3 to 5 per week
-Follow-up new clients within 48 hours of their first appointment
-Write one article per week and submit to 3 websites

Step 4: Create an action plan to achieve each goal

For each of your S.M.A.R.T goals, list the actions to be taken to get you there. For example, if you want to increase your client base by 10% each month you may list things like: initiate a monthly promotion with a joint venture partner; have an article published each month in the local newspaper; devote 2 hours per week on marketing activities; create a referral program for my existing client base, etc. Remember it must by more than intention, it must include action.

Step 5: Evaluate how it’s working for you

Even the best-laid plans can go pear-shaped! As long as you are taking action, you will have the opportunity to review what is working and what isn't. Be prepared to tweak your action plan as you need to. If your activities are costing money, it is important that they are bringing a return. If they are not, you may need to review what you are doing, but not necessarily disregard it completely. This is where the help of a mentor can help, or a group of peers who you can bounce ideas off.

Step 6: Stay focused on your target

Unless you’re actually Robin Hood, it’s going to be impossible to hit your target if you don’t have clearly in your vision. Keep your destination in clear view, plan your route and enjoy the journey as you go. Value your time and use it wisely. Set your intentions at the beginning of your day, and spend your time on activities that move you toward your vision. Remember to also make time for recreation! Ask yourself; are todays actions taking me towards where I want to go? If yes, keep going. If no, refocus.

Step 7: Remember the reason you are doing it

Are you in business because you want to help more people? If you are aiming to increase your client base, but are spending your time studying, then you need really consider what it is you really want? Professional development and learning new things is important, but is it at the expense of your business, and is having a successful business what you want?

All the best for this years (ad)ventures!

Krishna