Blogs and newsletters are a waste of time. But that doesn’t stop service professionals from using them. We write about industry trends, boast our firm’s latest accomplishments, and include a few pithy musings in the hopes that people will read them, remember us, and pick up the phone when they need us.
But they don’t.
If you check your online tracking reports, you know that 80-93% of your readership just deletes the email. (And the snail mail newsletters get trashed at the same rate.)
So you might as well save a few virtual trees and quit sending these things out… unless you’re willing to stop using your newsletter as advertisement and start using it as a prospecting tool.
Here’s how: In your next issue, showcase a high-profile client or colleague in a niche you want to develop. Interview him or her, Q&A style, on a topic that relates to your practice. Then go to a prospective client in the same niche. “Hello, CEO of ABC, Inc. My client is the CEO of DEF Inc. I just interviewed him for my monthly newsletter and I’d like to include your point of view since you and he are in the same industry.” Once you’ve interviewed the CEO of ABC, add another CEO. Make it a case study. The more prospects you include, the more interesting your interview.
And here’s the best part: It no longer matters how many people read your newsletter. Because now it’s a prospecting tool for introductions to CEOs.
This same strategy works well with referral sources who’ve sent you business recently, who you haven’t been able to thank with commerce. Feature them in your newsletter so that, at a minimum, they get some free PR.
So, please don’t send out another boilerplate newsletter. It’s a waste of your time. And it’s not an effective way to get new clients. Instead, go through your client list and identify someone who would make a good interviewee. Then think about who you want to meet, and add them to the conversation.
By David Ackert
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