In yesterday's installment of the Cheese to Soul series, I commented that I might have half a dozen posts in me about how to create an effective newsletter. Fortunately, or unfortunately, that might actually be true. We'll see how far I get today.
Remember, the goal of a newsletter is to make the recipient of the newsletter smile and think of you fondly. Which is best accomplished not with gardening tips, Just Sold notices or descriptions of your listings, but rather with interesting content that reflects YOU - your voice, your personality. And the best way to do that is to write the content yourself.
Now, don't freak out on me. Writing interesting content YOURSELF is not all that hard, especially if you work under the principle that less is more. As in - don't feel your newsletter has to be formally formatted with a Volume Number, Table of Contents and a three-column layout. Nope. In fact, a simple email-style newsletter will work much better. If you're on my mailing list, you've seen my "newsletters" which are nothing more than me rambling about something, hopefully of interest, with my cute little signature logo at the bottom. No sidebars, very few graphics, and only the occasional sales-pitch (which I usually apologize for).
And, by the way, my newsletters are probably the most important (and effective) self-promotion I do.
Write your newsletters with the goal of inspiring your audience to respond. Responses are good. They open the door to ongoing conversations with your readers and you never know where they'll lead. You're much more likely to get meaningful responses to your newsletters if they're done in a casual format, rather than a formal newsletter format. Whenever I get a newsletter that appears to be professionally-designed, I might be impressed, but I'm not inspired to respond. And, frankly, I make the assumption that the newsletter is mostly boilerplate or sales-pitchy anyway, and not likely to be of interest to me. If I'm pressed for time, I hit DELETE. Which is most of the time.
Make sure your newsletter goes out from YOU - as in, from Your Name. Not from some professional-sounding company or even your fancy tagline. YOUR NAME. Period. I can't tell you how many newsletters I get from people I know, but I'd never know who they were from because the "From" field is a company I've never heard of.
One last tip for today ... DON'T use a program to send out your emails that doesn't allow replies! I was recently added to an acquaintance's Avon drip campaign and right across the top of my daily marketing email (sigh) is the note: "PLEASE DO NOT RESPOND TO THIS EMAIL. This email box is not equipped to handle correspondence." Sheesh.
So... what might you write about that would be "meaningful" to your audience and inspire them to respond?
You know the drill... stay tuned.
Hi Jennifer! I swear, you have the best ideas :) And you are right, less is more. Thank you for this great post and have a wonderful day! :)
Jennifer, you have some excellent ideas here on newsletters. Newsletters are a big part of my prospecting. I now always write my own content, usually have an article about the market with local information and other community related information. Consumers are looking for substance geared to them on a more personal level. When you project substance, it's a reflection of yourself, key to obtaining response.
You are definitely a top blog expert, Jennifer, and your personable style has really worked for you! Good information, and thank you for sharing your ideas!
Hmmm... Now this advice after I've been sending out email newsletters for months. I actually try really hard to make them look professional- with a sidebar with links. Maybe I should try just the letter format.
And what do you think about saying "November Newsletter from xxx"?
Interesting...we want to write our newsletters in a way that gets people to respond (because it begins a conversation). Well, that rules out a whole slew of topics! And that's good news, because as soon as we can start dismissing topics as not serving our purposes, we can start focusing in on those that do! Yup, I agree with you AGAIN, Miss Allan : ) (P.S. Thanks for the wonderful compliment yesterday.) -- Tanya in Montreal
Tanya - what a concept, eh? And you're right - it does help narrow down the topics! Once you get into the "right" mindset, coming up with things to say really isn't hard.
Linda - sorry, m'dear. I've found that the more "professional" my emails look, the fewer responses I get... Regarding "November Newsletter from xxx." - what do YOU think? Might there be a jazzier subject line?
Lynn - Why, thank you!!!!!! And you are very welcome.
Susan - So, shall I assume that this approach works well for you?
Jackie - you're too cute...
Thanks Jennifer, I will use these tips in my next newsletter.
Interesting. I wouldn't have considered keeping it casual but I can see how that might work. I definitely agree with you about writing something that will inspire people to respond. I think that is key and probably the most effective thing we can do with a newsletter. Any time we encourage exchange it can only be good for both parties. I'm going to go check out your newsletter and see if I can start to come up with some ideas of my own. Thanks! -Marian
Jennifer, do you do only internet newsletters and internet marketing? What do you think about print marketing - newsletters, postcards, etc? Thanks again! -Marian
I do a monthly newsletter and try to keep it as personal and short as possible in a simple email format.
I start with a short paragraph about something fun that happened in my life ( Biggest Loser contest at work is Killing me! blah, blah) . Then recap the months active, pending a closed sales in our three main market areas. No long drawn out explanations, just the three numbers. This reminds people that I do know what is going on and if they are considering buying or selling this always catches their attention.
I try to end with a couple of short sentences about something in real estate news such as the tax rebates, etc. that may get them to respond with a question.
That's it 3 short paragraphs.
Works very well.
Guilty! Wish I'd have read this TWO WEEKS AGO, before I sent out my RE/MAX newsletter. I liked it because it did fit my market ("getting your house ready for winter" stuff), but it definitely doesn't inspire one to write or call me.
And I have the same question as Marian...email or postal? Email is less expensive (obviously), but I have quite a few people in my SOI who I don't have email addresses for. Thus the quarterly mailing.
Good Morning Jennifer, I cant tell you how many times I have said in meetings to other LO's, you need to hand stuff out that "sounds like you" Yes you can steal share an idea with others with permission of course. But put it in your words. People want to work with YOU, so your stuff should sound like YOU!!!
Gee, Jennifer, just when I thought I had it figured out...you come up with some, to quote a film that dates me "Scathingly Brilliant Ideas". Now, it's back to the drawing board...but hey this could be fun!
I seem to see your blog posts everywhere (ActiveRain, Inman, RealtyTimes) and every time I see your byline I know that the post is worth reading. Real estate is a people business where the clients want respect, professionalism, and honesty from their agents. Your underlying message is consistent and your columns always have a unique approach to a subject. Thanks!
Thanks Jennifer! You make it sound so simple. I have always hated the boilerplate newsletters that are out there and haven't sent one out in years. I was intimidated by the idea ofhaving to put together a regular newsletter, but doing something like your short, informative and friendly letters is actually something I think I can do.
Newsletters are one of the more overlooked tools of advertising today when everything must be on a web site or blog.
I find that my newsletters are welcomed to the folks in my IDX database.
My library of articles is one of my most valuable resources.
Good job.
Jennifer-
You nailed it! The best (and most successful) REALTORS® I know are focused on building long-term relationships. That means staying in front of people in meaningful and interesting ways exactly like a great newsletter can effect.
Jennifer -
I use my outside blog as primary source material for my newsletter and alos use graphics that mirror my outside blog. For me, it's a great way to reach a new market but retain a "branding" element.
And yes, I defintely allow replies.
Good advice sometimes i have to admit I do get lazy on typing out my stuff
How can I subscribe to your newsletter? I would like to. Aloha ~ Yvonne
Great points and i look forward to seeing one of your actual newsletters someday.
Thanks Jennifer! This is the perfect time of year to fine tune our newletters! At the holidays, we really need to let the real us shine through! Thank you for your ideas! :-)
Happy Holidays to you!
Jennifer - Ok, I'm hooked now. Where's the beef (or rather the soul). Seriously now, I need to change the way I'm sending out my info to my SOI.
I've gone the newsletter route and hated it for all the reasons you have already stated. I find that the best way to get my SOI to respond to my prospecting (and I use that term lightly because I'm not really prospecting for business, I'm just trying to stay in touch, it's not my fault people want to send me biz - LOL) is to send out my blog posts.
However, I want to make the process easier and I guess jazz up the format a little. I like your newsletter - soulful yet simple. Can I steal share that style with my SOI?
Hi Jennifer,
I can't imagine sending out a newsletter/email that someone cannot reply to. They actually exist?
I used to have trouble getting myself to send out "stock" material because they didn't exactly say what I wanted MY contacts to know about me or our market.
So I started writing my own content and now I'm more motivated. I like your tip about keeping it short. This way we don't bore them or sound sappy.
I've been enjoying your SWS newsletters for a few months now. Since subscribing to them I have learned that we can create the warm fuzzies with just a few words "from the soul". It's okay to talk about yourself in a way that "connects with people", give them a line or two of relevant info they want to read and not have to send out those cheesy "stock" mailers.
Genuine and meaningful sound like they woould go a long way........
I won't swear at you -- but you do really have some good ideas. Simple and effective; can't really beat that!
Hi Jennifer...writing your own newsletters is powerful, but very time consuming if you want it to be good and go out regularly. My past experience has been rushing around a whole day to get them photo copied on nice paper, stuffing them and mailing them..no the Commercial Guys do a great job, and my clients know it comes from me..
I mail them monthly personal notes...this month was a Christmas Card..and Yes I do that Commercially too, but with my message, with my database through send out cards.
I am SO glad to hear someone say they do a newsletter. I am in the process right now of putting mine together for January. A lot of people think I am "old school" for doing this, but I've found that my people look forward to them. Good job. I look forward to your other tips.
I've been sending out, via postal service, newsletters with my own content for almost a year now. I've had a great response from people and received at least five listings (that I can think of right now) through this technique. I design it and write it all myself. I don't make the content long because I know a lot of people don't like to "read" mail. It is glanced through at most.
I include my newest listing, a short paragraph on the market, an event that will be happening in town for the month, an event that is taking placing at our local state park, a brief article about something that will help someone sell their home (I mainly work with sellers) and last a listing of sales for the previous month.
From the feedback I've been getting, it seems to be a positive marketing tool. People enjoy the information I include and especially like that I include special events taking place for the month and the previous months sales. It is definitely on my schedule to keep this up for 2010.
Jen--- all I can say is "arrrggghhh" (Charlie Brown for something less "soulish".) Now I have to redesign my newsletters again to be less professional. My content is mostly real estate news, but written in a letter form, from me. I add Links to my website, and they always get hits. The "November Newsletter from..." was on the recent advice of the email newsletter company and their tips for success. I had never used it before, but tried it this time. I'll go back to my old way (the soulish way) for next month. Thanks as always for great advice, and the great comments too.
Great advice Jennifer. I'm in the middle of setting up 2010 goals and marketing and a newsletter is new on the list of things to do.
Great advice that I think applies equally as well to our blog posts! Everyone is being bombarded with information these days and I think they tend to tune it out UNLESS the content is unique in some way. Anyone can regurgitate information - the key to unique content is writing your own newsletters and blog posts and injecting your personality into them. That's my two cents worth.
Jennifer - this is why you are my GURU!!! You always have the best ideas, and they're so well-put that I wonder why I didn't think of it myself! Like the newsletter - I just figured it was too time-consuming for format, think up clever articles, etc. It's much easier to just be me, anyway. I'll definitely put it on my New Year's resolutions!
This is very important. Our office has a newsletter template and when the newsletter is complete it is in your name, not any unknown company. However, you do have to write the articles or ask for guest submissions.
Hi Jennifer - I sent out newsletters throughout 2008 and you are right - they got me both remembered and I got listings from them. 2009 I have not done newsletters, but I think I may start doing them again - people like to get to know you, whether on your blog or in a newsletter!
Your post could not have been more timely for me! I'm back in real estate after a 3 year hiatus to have a baby and get my husband through police academy (and lots of night shifts!), and am amazed at how much has changed in this short time in the way of marketing. I have been able to develop a much more productive marketing plan - what is proving to be an effective marketing plan - based on the type of real-life, relationship-building sales that you profess. Anyway, back to the timeliness of your post - I was debating with myself about starting a self-produced newsletter in the new year, and your post has confirmed what kept coming to my mind. Thanks for all of your useful and realistic advice!
Have a great weekend!
Alright, you got me. I'll stay tuned.
I've sent out different types of newsletters. I think short emailed ones make sense, and definitely ones which allow you to respond.
You definintely have my attention....I really love your approach....definintely want more!
Hmmmm..I have the same question as a few others, Jenn. E-mail or regular mail? And how often, and most importantly what to include and not to include. I know that you mentioned a few things, but I think that I would need more details to finalize things...
Thanks for all the comments!
To answer the question - Print or Email? I have to agree with Fred that doing a printed newsletters is simply too expensive and time-consuming for the value received. I used to do 100% customized ones and jeez - they were a pain. And, I never really got any measurable response which made it even less appealing to keep it up.
However, that doesn't mean I don't send out "stuff" via the mail - and again, most of that "stuff" is 100% created by me. I just don't do boilerplate, ever. My approach (which is certainly not the ONLY one) is to send out one personal, family-type "newsletter" a year (What's new with me? sort of thing - I actually really like receiving those from my friends, so I don't hesitate to send them out). Then, later in the year I'll send out a few more snail-mail pieces - what they are depends on my mood, budget and idea-of-the-moment. But it's never anything I bought off the shelf. My main goal in snail-mailing anything is to periodically get my physical business card out there in some form.
For Christmas 2009, I'm doing my Doo-Dad magnets (http://sellwithsoul.com/soulful-doo-dads)
But otherwise, I just use email. It works for me.
If you got nothing else out of this post, I hope I got across that your mass-communications don't have to be long, drawn-out, fancy pieces. Short and sweet is just fine - maybe preferable. However, don't make them so short as to not have any content. I get a few newsletters on a regular basis that basically just say "Hi!" and "Have a Great Week!" I've learned pretty quickly to delete those unread.
If you're truly not capable of creating decent content, then focus your prospecting/stay-in-touch efforts somewhere else. Seriously! Not everyone is suited to every prospecting activity and if the idea of coming up with written material on a semi-regular basis sounds ghastly to you, don't fret! I'm sure there's something else you're great at - do THAT!
Jo - sounds as if you have a great template. Keep up the good work! And please - everyone else (Linda....), if what you're doing is working for you, don't just change it 'cause I say so! Mine is but only one opinion...
Oh, forgot... to subscribe to my newsletter(s) - just go to my home page www.sellwithsoul.com and scroll down a bit - it's on the left side.
Dawn Tittsworth Your County Buyers Agent here !
Great post! I agree less is more !
Jennifer,
I have found newsletters to be a very effective tool. However, recently I've slipped from the one per month rate. So, this post reminds me that I need to get one out asap.
Brian
http://activerain.com/blogsview/1367921/turning-cheese-into-soul-newsletters-the-difference-between-meaningful-and-interesting-
Today's installment...
Very interesting comments on mail or email. I was surprised you only send one true newsletter per year and othe mailed stuff. Print and mail is sooo expensive. Thx for the imput.
Jennifer
Thanks for the good post. I like the idea of use personality in your email marketing.
I agree in this way no one can copy or steal your thoughts because it is coming straight from YOU>
I look foward to reading your next tips
Neil
Thanks Jennifer! I am in the office on Friday afternoon creating my newsletter articles. How timely and appropriate for me to find your comments. I agree with most of what you say and mostly must work on making it more personal and less dry.
Hi Jennifer,
Thanks for the great post. Writing in a fun and intersting style is a must. I agree anyone sending an e-newsletter and then having a no reply button has missed the point! The call to action is to get them to response!!