The power of a newsletter as part of your networking strategy
It supports the philosophy of building businesses by building relationships. Your aim is to keep your relationships “warm” and not to contact your clients and contacts when you need them.
So, why does it work?
1. Understanding the ‘Why’ behind the ‘What’
The power of a newsletter is that it follows a universal/spiritual principle. Give value first, before asking for business. If a quality newsletter is put out reliably with valuable information, the readers feel an intrinsic desire to want to give back to the person who is giving to them. This is, in essence, The Universal Law of Reciprocity. In short it says what you give, you will receive. What you sow, you will reap.
2. Effectively On boarding: A New Subscriber
We’ve all received newsletters, especially digitally, that we weren’t expecting. This actually backfires, and causes the opposite desired relationship between the publisher and the reader. The right expectation has to be communicated. For example, after meeting a prospect at a networking event - instead of placing somebody on your list - and starting to mail. Another example, after you have a lovely one-on-one or telephone discussion with prospective client, you may want to suggest that you wish to email your most recent newsletter and give them the option to subscribe. Here are some steps to consider:
2.1. Let them know you have a newsletter that you believe will serve their business, and ask for permission to enlist them.
2.2. Send an introductory email/direct mail piece, explaining more about who you are, how to use and benefit from the newsletter, and include testimonials from other readers of the newsletter; to inspire a new reader to look forward to the first issue they receive.
2.3. Be sure to invite your readers to reply, comment, critique, vote, submit their own stories, and to engage with you. The more interactive the newsletter, the more responsive your list will become. Hint: Always highlight examples of others who have interacted. Recognition is the cause of whatever is recognised.
2.4. Ask your new subscribers, either in person, or at the time of subscription on your website, what they want to hear about. The more you can tailor your content to your readers, the more you know you are really serving your audience.
2.5. Apply the 70/30 or 80/20 principle. 70 % or 80 % of the content should be useful tips and useful information. 30 % or 20% of the newsletter should focus on what you want. It is not a sales newsletter. Sales newsletters are deleted or saved for future reading!
If you “buy” a list, then always provide an option to unsubscribe from your mailing list and deal carefully with aggressive or insulting responses with the goal to exit the interaction gracefully. The right message is to be communicated. For example, “I understand your frustration and I apologise for the inconvenience caused. Your detail will be removed forthwith. All of the best!” I have learned that email list dealers are selling the same lists (even opt in lists) to numerous other individuals.
If you have attended one of Karl’s interactive presentations dealing with “Business Networking” then you have learned about the need to develop a “Stay In Touch Plan”. Your newsletter forms a crucial part of your “Stay In Touch Plan”. In doing so, you keep your contacts “warm”; you show that you care about them and not only about your services, products and profit.
PS: Please visit www.info.gov.za to read the Electronic Communications and Transactions Act, 2002. The act deals with "unsolicited" emails.
Copyright 2009 by Karl Smith
This article may be copied or republished with the following credit:
"By Karl Smith, Author: Beyond The Business Handshake: Dare To Build High-Trust Business Relationships & South Africa’s Business Networking and Referral Coach, Cape Town, South Africa. +27 (0) 082 7779431 karl@businessnetworkingsouthafrica.co.za “www.businessnetworkingsouthafrica.co.za"