Why my postman is sexier than Angelina.

 

Angelina Jolie is one hot tamale. Your postman, Stella? How can your postman be sexier than THAT?!

Ah, my little liebchen.

This is what we call in the business: a trick of the eye.

To Stella, consistency and value are sexier than sporadic asskickery.

And while my postman has been bringing me junk circulars lately, he also brings me cards, notes, news, packages, and goodwill from people I love and care about.

Angelina doesn’t. She just has those incredible lips.

My point is: there’s eye candy… and then there’s what we know we can count on.

And so it is with your newsletter. Is yours more fictional flash than real commitment?

Do you deliver value to your subscribers on a regular basis?

If you find yourself with a newsletter that DOESN’T get out on a regular basis, you’re not alone. It is a real challenge. Not only to come up with ideas for what to write. But to make the time to write it (especially if writing doesn’t come easy to you). AND to get yourself on a regular production schedule, so you actually GET IT DONE.

Before Stella gives you her favorite tips for getting your newsletter done with postman-like consistency (rain or shine, snow or sleet), let’s remember WHY it’s worth sending a newsletter at all:

1) You look successful, generous and organized
2) You stay in touch with many people in your orbit all at once
3) Writing is a great way to get to know your message + mission (from the inside)
4) Potential clients come to know, like, and trust you

Sound like things you want? Splendid. Then here are Stella’s suggestions for you:

• Set a production goal – say, 2 times a month when you’re just getting into a RHYTHM
• Pick a day you’ll send your newsletter out. Commit & put it in your calendar.
• Schedule 1 hour to write your article. Put it in your calendar.
• Stumped with what to write? Make a list of questions your clients ask you all the time. This is your Newsletter Topic Brainstorm list. Then answer one question.
• BONUS TIP: Make your article about 1 big idea. This makes your life easier (and it’s easier for your readers to follow).
• Pay attention to newsletters you read, and what you like about them. This is called your “Swipe File.” When you need inspiration, read through this file. Pattern your articles after them. This isn’t copying. This is priming your creative pump.

You are warmly invited to make a decision. How often will you send your newsletter out in 2012? Write it down. Then start scheduling your writing time. Yes, it is a commitment. But writing and sending a newsletter is one of the tried-and-tried methods for building relationships with potential clients. Happy writing!

Many thanks to marcof for his Flickr photostream of Angelina.