What do Seth Godin, Back to the Future, and I have in common?
Seth Godin, the marketing guru, has been sending out daily emails for years. His concise, insightful messages have built a dedicated following, establishing him as a thought leader in marketing and business. It’s like getting a dose of wisdom straight from Professor X every morning – consistently insightful and always on point.
Remember in Back to the Future II when Marty gets a message from Doc Brown, sent from the past to save the future? That’s the power of delivering important, timely information that can change the course of events. Doc’s messages from the DeLorean can help guide us through the complexities of life and business.
And me...well, it’s time to get super meta because today, we’re diving into the wonderful world of newsletters through a newsletter that I wrote to you, the awesome reader.
Let's be clear, this newsletter isn’t just a monologue about how great newsletters are; it’s about empowering you to harness this tool to grow your firm, connect with your audience (clients/referral sources/etc), and share your unique voice. Here’s how you can do it effectively:
1. Make It About Them, Not You
Your readers are like the Avengers – each one unique, with different needs and interests. Your newsletter should cater to them, providing value and insights they can use. Avoid the Michael Scott trap of making it all about you. Focus on how you can help them solve problems, gain new perspectives, or simply brighten their day.
I hate every law firm newsletter that starts with "look at his giant verdict I just got." Great, I as a caring human are happy for you, but as a reader of the info...I don't really care.
Give your readers a reason to open your emails. Offer valuable content, whether it’s legal tips, law changes, or even just events going on in the community and personal insights. Picture yourself as Splinter guiding the Teenage Mutant Ninja Turtles – always providing wisdom and guidance to help them navigate their challenges.
2. Maintaining Consistency
Consistency is key. Whether it’s a weekly/bi-weekly/monthly or digital/print newsletter, stick to your schedule. Think of it like Tony Stark’s tech – reliable and always there when you need it. Consistency builds trust and keeps your audience engaged.
3. No Bait and Switches
I find it hilarious how we rag on (or used to rag on) clickbait headlines...and then we realized they worked...and then the news media started using them.
It's sort of like The Boys being a joke on the tropes of superheroes...but then actually turning out to be a great show.
So I am totally fine if you send people a newsletter on the 11 cutest cat photos ever...as long as that is what you actually deliver (and it makes sense in the flow of yours newsletters)
4. Keep It Engaging and Fun
No one wants to read a dry, boring newsletter. Inject your personality, humor, and even a few pop culture references. Or maybe just some funny gifs! Think of it like Deadpool – a bit quirky, unpredictable, but always entertaining. Keep your audience looking forward to your emails.
No one has EVER written back to my newsletter ragging on my references. In fact I get awesome compliments on them OR people write back with "I have no idea who so and so is...but great insight in here."
5. Include a Clear Call to Action
Every newsletter should have a purpose. Whether it’s driving traffic to your website, encouraging readers to sign up for an event, or simply sparking a conversation, include a clear call to action. It’s like Doc Brown’s final message to Marty – precise and driving the plot forward.
It doesn't have to be "book a consultation now". They could download an ebook or even just watch a video you made. For my newsletter most of the time it's buy my book or book a consultation, but I am working on a few things to change the CTAs that you'll see coming up in a few months.
By focusing on these five tips, you can create newsletters that are not only read but also eagerly anticipated. They’ll help you build relationships, establish your authority, and keep your audience engaged.
Next week, we’ll dive into (NEXT WEEK'S TOPIC). Until then, keep your cape ready and your newsletters powerful!
Warm regards,
Okay, so this all sounds good, but you’re wondering how to start making these changes. The first important step was visiting this web page, so congrats! You’re already on the right track. The next crucial step is booking a consulting appointment with me so we can come up with a plan and replicate the results of so many others before you.
You can book an appointment here. See you soon!
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