One of the challenges I face each month as I write my eNewsletter is deciding what to write about (twice per month actually, but who's counting?)
I want my newsletters to be informative, interesting, topical, and fun. I want them to appeal as much to my Baby Boomer contacts as my Millennials. Men and women. Professionals and blue collars.
It's a legitimate challenge. And although I can't tell you exactly what *you* should write about, I can share a few things NOT to write about.
3 Topics NOT to Write About
1.) Statistics, Market Analysis, and Economics
This is ok to write about once in awhile; it shows your contacts that you're knowledgeable and in tune with what's going on out there, which is important to people thinking about a six-figure transaction.
Unfortunately more is not better. A newsletter based solely around stats and market analysis will bore most of your contacts to tears. And the people who do read it will use it more as a source of information than as a reminder of your abilities in your field.
2.) Echo Writing
There's a tendency to write about whatever hot topic is making the rounds (whether it's a mainstream news story or an industry insider story doesn't matter.) This doesn't work, long-term, on a couple different levels.
A) People aren't looking to you to be their news source; they are already getting their news from a dozen different streams. As for industry-insider issues - the majority of your contacts couldn't care less (unless they are getting ready to move.)
B) This isn't original thinking. You're writing a newsletter for the long-term benefit of building a reputation over the course of many years. Why would you sully your own reputation by being a copy-cat?
Touching on a current event once in awhile, as a part of your overall newsletter, is fine. It shows you're in touch with reality. But don't make this the basis of your campaign.
3.) Link Lists
It's one thing if you're going to come up with a list of awesome websites and articles for people to read, and then spend the time necessary to write an introduction abstract about each link (so your contacts can decide whether or not to click). You can get away with this as a change of pace newsletter, once in awhile.
Most of the time these link list emails are a lazy way to put some words into an email and hit send. This is a waste of everybody's time, and you can do better.
Newsletter topics and styles fall into that "you get what you pay for" category, only you're paying with your time, energy, and creativity.
Ask yourself this: would you want to read the newsletter you're sending, if it came into your own inbox?
Your contacts don't want to read newsletters that are boring, or written by a formula - the same thing month after month. And if they aren't reading it, what's the point?
- Chris Butterworth
Updated 12/15/17 - you can now read What NOT to write - Part 2 as well..