Success is down to just one simple rule.
Like many rules, this one is very obvious.
I frequently speak with people who are thinking of launching a newsletter for their business. Smart move, of course.
The conversation always moves on to content. What sort of articles should be in the newsletter?
If they own a hair salon, they want more articles about hair; if they are a real estate agent, they want more articles about real estate; if they are a chiropractor, they want more articles about... Well, you get the picture.
Now, there's nothing wrong with having one or two articles about what your business does. After all, it shows your expertise -- proves you know what you're talking about.
But don't overdo it.
The problem is this: many business owners think that what they do is interesting and important -- and so expect readers to be equally interested in that subject. After all, they do all come to the business to get their hair cut or have their dog vaccinated.
The truth is, most of the time, readers aren't all that interested in what you do. And they're unlikely to be interested enough to read a whole newsletter on auto repair or home-schooling 12 times a year.
They're interested in all sorts of other things. At the end of the day, your business is merely a means to an end -- a way of getting something done they couldn't do themselves.
So instead of writing about what you do, think about the things that are important to your readers.
Your newsletter should contain information that addresses your clients' needs and wants; information that makes their lives easier.
That's how you'll build a solid relationship with them. They'll come to trust you as someone who provides them with information that helps them.
And it's why many of the newsletters I produce contain 'how-to' information and useful tips and tidbits. People love that sort of stuff. They want to make their lives easier; they want to read intriguing information.
You know your clients best. What do they like to do? What do they want to know about? What do they need and want?
If your newsletter helps make your readers' lives better, you're 80 percent of your way to success.
Do you agree?