Today I want to tell you about 2 women whom I respect greatly. One is Ashley Mahaffey, whom I’ve told you about before. She’s a personal trainer I’ve worked with, who has helped me achieve great results, even though she lives across the country from me. The other is my friend Paula Antonini. If you’ve been in this industry long enough, you probably know Paula’s name. She’s been instrumental with companies such as The Body Shop. However, what you may not know is that Paula is also a certified holistic health counselor and has a business called Simply Nutrition.
The reason I want to share about both of these women today, is they both do something RIGHT, and it’s a model that you can follow. You see, I subscribe to the newsletters of both of these ladies. This says something, as I’ve recently been on a “clean out my inbox” streak, canceling subscriptions to anything that I don’t find incredibly relevant. But here’s what I love about both of their newsletters:
- They’re short. Typically there’s a 1 paragraph introduction that discusses the theme of the communication. And then there’s a value piece. If they have something to sell, there’s also a short piece about that. But it never takes me more than a couple of minutes to read the entire newsletter, and I always walk away with something I can use.
- There’s value. Ashley always includes an exercise I can try right now. That’s awesome, because I’m always looking for ways to change up my workout. Sometimes she even includes a healthy recipe. Paula always includes a recipe too. In fact her last newsletter had 2 for roasted cauliflower, something I’m thinking about trying today. And she also tells me WHY I should try the recipe…the health benefit I”ll enjoy from the ingredient she’s featuring. That’s information I can use, and the reason I look forward to her newsletter.
If you’ve been avoiding a newsletter for your business, it may be because you’ve been thinking it will take too much time. But both of these ladies are living proof that it doesn’t have to be that way. In fact, too much in your newsletter can be cause for people to unsubscribe. This is something I have to work on regularly, because I love to write. But there is an art to keeping it brief, and in this day and age of too much information, including just enough is the key to success.
A newsletter is such an important part of your overall strategy, because it’s a little occasional reminder of you and your business to the people that subscribe. When they need your product or service, you’ll come to mind because you’ve reminded them in a gentle way that you’re there. And some of you may have a newsletter that your company provides…that’s even better…so long as it’s not all ads, but includes value.
I encourage you to consider using a newsletter as part of your online marketing strategy, if you aren’t already. A suggested structure is:
- A brief introduction (a few sentences) to introduce the theme.
- A value-add piece, related to what you have to offer. It could be a recipe, a decorating tip, a cosmetic tip…you get the idea. Keep it brief, and make sure people can use it right now.
- An offer. It might be a product feature, or information about your opportunity. Whatever it is, keep it brief, and include a visual to break up the text.
You can easily send an attractive newsletter using an autoresponder service, if your company doesn’t provide you with one. Some services include Constant Contact and Aweber (affliate link), which is the service I use myself.
Oh, and you may want to subscribe to both Ashley’s and Paula’s newsletters, to see a great model that you can follow. Enjoy!
- Ashley Mahaffey: The Fit Win News (or click here…when I told Ashley I was featuring her in today’s post, she offered you all this special link where you can get the newsletter and some other free gifts.)
- Paula Antonini: Healthy Eating Newsletter
Do you have a newsletter? What do you include? Will you make changes? Would love to read your thoughts in the comments!