Pros And Cons Of Newsletters
Many companies have some kind of newsletter, a way to reach out to their fans and customers to share information with them in some fashion. I don’t have a newsletter for this side of my business but I do have a weekly newsletter that concentrates on leadership issues. Here’s the latest version of that, which I have to admit is pretty entertaining, its point notwithstanding.
Rob Boudon via Compfight
Obviously there are good and bad reasons concerning newsletters; just what is there that doesn’t have good and bad reasons, at least for some people? Let’s take a look at 3 good reasons for newsletters:
1. People subscribe to them. This is good because it means you didn’t get that person because you spammed them. They saw something that encouraged them to sign up; way to go!
2. They’re your target audience. If you’re marketing something, even yourself, you’ve most likely found someone who’s interested in what you have to say or sell. That’s a much better use of your time than trying to go out & find those people.
3. If they like it they’ll share with others. You may know how Google’s now trying to set up their searches so you’ll see friends of yours commenting on things higher up than previously, right? That’s because they believe you’ll get more value out of something if a friend tells you something about it than a stranger. Same with your newsletter, if your customer’s recruiting their friends for you, that’s the best compliment you can get.
Now let’s look at 3 bad reasons for newsletters:
1. More writing. Goodness, blogging is already tough enough, but now having to write a newsletter, which is expected on some kind of consistent level, is a much tougher deal.
2. Are people reading it? I’ve been writing my newsletter for 10 years now and it’s rare that I get any feedback. This either tells me people are satisfied with what I have to say or they’re not reading it at all. I have no clue which way it’s going and that’s depressing.
3. ROI; got any? As I said, I’ve been doing my newsletter for 10 years now. I’ve gotten one speaking engagement out of it and sold 2 books; that’s about it. Now, as frustrating as that can be, and it is, my ROI is that it’s helped me to put together my second book on leadership, as I just finished the first edit and I’m in the second editing process now. I guess it’s not all bad.
There are other things you’ll have to consider if you’re going to have a newsletter or not, but these 6 things gives you something to think about.