I want to follow-up to a post I wrote last month (What NOT to write) with some additional thoughts on the topic.
When you're writing as a means for long-term communication with your entire collection of friends and family, some advice is easy:
Frequent writing about statistics & economics, echo writing of today's hot take, and lists of links to other people's information is NOT what your people want to read from you. This type of writing will certainly take your business off track.
What NOT to write
Some advice, on the other hand, isn't always as black and white. Here are 3 more topics I try to avoid when writing my monthly newsletters:
1.) Legal Terms & Logistics about the Selling Process
This is great information to write about. On your blog.
You can write helpful, informative articles, giving details about how to prepare and what to expect. You can tag and categorize them into groups of similar topics. And you can share them with everyone you meet who might find that information useful.
But how many of your contacts would want to read that type of information on a monthly basis? Not many.
2.) Religion and Politics
I've worked with contacts who cried when Trump won the election last year, and I've worked with contacts who wanted Hillary sent to jail. Since my political views have absolutely zero bearing on my ability to help my clients facilitate a transaction, they don't belong in my newsletter.
Best case, political talk generates a calm discussion among level-headed adults. (yeah, right!) In reality, it's the fastest way to alienate half your contacts.
3.) City Bias
You may like Mesa better than Goodyear, or Glendale better than Gilbert, but the 300,000 people in Gilbert and Goodyear could still use your help. When your contacts get the feeling you don't respect them for their choice of city, they are likely to give a local Realtor a call instead - what a waste that would be.
With regards to politics, religion, and city bias, you need to know who you are and to whom you are marketing.
Personally, I have friends and family members who are Republican and Democrats, with lots of Different Religious backgrounds, and living all across the Various Phoenix Suburbs. My goal is to stick with the things that matter for all homeowners, regardless of any of these variances.
You, on the other hand, may get more bang for your newsletter buck if you have very strong opinions in these areas. It might be worth your while to alienate half of the political spectrum in exchange for getting a larger response from the other half.
I've seen people who are very successful using this method. However, it's important to realize going-in that it's a conscious decision.
And as always, if you're not sure what to write or how to proceed from here, I would be happy to help - just let me know!
- Chris Butterworth