Love when there’s someone out there who complains (yes, you read that right…)

who has the AUDACITY to complain about another e-newsletter getting started.

Let me tell you something – it works.

I have a client whom I have been talking to about starting a newsletter or quarterly report. Their office is very minimal on email and they generally only send out emails about their current listings.

😝 Boring!

I suggested they create an email introducing themselves, the purpose of the email- to provide market insight and data- and share what’s happening in the office.

They did just that.

Nothing special. It didn’t have fancy graphics, it was just a straight-up, good ‘ol newsletter.

Guess what?

From that newsletter, my client has 4 pieces of new (yes, new not in their current pipeline at all) business! I mean, technically, 2 were inactive clients whom they hadn’t spoken to in about 4 years but the other two were BRAND NEW opportunities. They had been forwarded the email and weren’t even on the mailing list. 🤯

How friggin’ awesome is that?

So…what’s stopping you from building an e-newsletter and emailing it to your list? Most likely you don’t know what to write, right? Here is a quick and simple guide to get you started:

Step 1️⃣: Introduction – You probably haven’t said “Hi! Hello! or Hola!” in quite a while. Mention who you work for, where you’re located (they should know but maybe they’re out of state), and who you service or what you do.

Step 2️⃣: Market Intel – As Bob Knakal says, “Stats not adjectives…” or something like that. 😉 Don’t tell them the market is HOT or HAWT. Let them know how far the market is up or down in percentages and with numbers and words they can understand. Let them know what’s moving and what’s not. They want the facts.

Step 3️⃣: Identify a Pain Point – They might very well have a common concern or challenge and even if they don’t they might know someone who does. Give straightforward advice or an actionable tip on how you can help them solve it.

Step 4️⃣: Share your Content – If you’ve been creating videos, started a podcast, or have been more active on your website, share with them how you’ve done that and then LINK it so they can see it for themselves.

Step 5️⃣: Thank You! – Thank them for reading, for engaging, and for continuing to use you as their trusted advisor. You can have a call to action here if you want, but it’s not necessary. This email is really about opening the lines of communication.

So the next time you hear someone complain about trash email, think about this post…and get started on crafting your own email that will help generate leads, bring you top of mind, and build your relationships.

Deuces,
Mo