Michael Katz – Create Exceptional Email Newsletters

Quickly learn a step-by-step approach to developing an exceptional email newsletter for your solo professional business.

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Michael Katz – Create Exceptional Email Newsletters

Hi, it’s Michael Katz.

Today, I invite you to work with me on an email newsletter for your solo professional business.

First, just a bit about my own, email newsletter history…

The fact is, I stumbled onto the power of email newsletters by accident.

In 2000, I had been working at the same company for 12 years. It was fine, but I knew that if I were ever going to strike out on my own as a solo, it was “now or never.” So on a sunny Friday in June, I resigned.

Uh oh! Big problem right away. I knew what I was good at and I had a pretty good idea of what I wanted to do. But … I quickly realized that I had no clue how or where to find clients.

So I started listening to and doing what other, more experienced solo professionals advised. I attended networking events; I asked friends and others if they knew anyone who could use my help; I tried cold calling companies.

I have to tell you, it was a depressing, energy-sapping, slog. And, worst of all, it didn’t work very well. There were many mornings where it was tough to get out of bed; I wondered if I’d made a terrible mistake.

While all this was going on, I began sending simple, “bulk emails” to about 30 business colleagues, a couple of times a month. I was fascinated by the (then new) Internet and its potential. And so whenever I discovered something cool or exciting, I would share it with these people.

This wasn’t an “email newsletter” (there was no such thing in 2000). It was just a friendly, useful, email sent to a bunch of people. I wasn’t trying to promote myself or my business … I was just sharing what I had learned, along with some personal stories and humor thrown in for my own amusement.

But eventually I realized something really important. As my business and email list grew, and as I took a look at where my referrals and clients were coming from, it turned out that nearly all of them could be traced directly back to these emails.

Once I realized the connection between the emails and all the client activity, I decided to get serious about doing it well and turning these random communications into a “real” newsletter. I spent the next 20 years perfecting my approach, publishing regularly, and teaching literally thousands of other people how to do it for themselves.

Today, and despite what you may have heard or read about how spam, blogs, social media, fracking, or whatever else is going to “kill email,” email newsletters remain the single most effective (by far) marketing tool for any solo professional.

Why are email newsletters so effective?

In terms of how a newsletter will change your life as a solo professional, here’s what I’ve experienced for myself and those I work with…

Imagine sitting in your office, when the phone rings. On the line is a “stranger,” someone who’s been reading your newsletter for a few months and who now, wants to talk about your services.

Imagine you check your email one morning and there’s an inquiry from a conference organizer or trade association. They’re having their annual event in a few months and they want to hire you to speak.

Imagine not just having enough clients, but having great clients. People who respect you, appreciate how capable you are, and who just plain like you (and vice versa). Then imagine never again working with people you don’t like or doing work you don’t want to do.

It’s all possible with an email newsletter.

The Problem (and the Solution)

The benefits are tremendous. So what’s been stopping you from moving forward with an email newsletter for your business?

Whatever it is, I’m pretty sure I’ve heard it – if not personally experienced it – before.

Things like…

Where do I get topic ideas from? What do I do if I’m not a good writer? How do I keep coming up with fresh, relevant content that people want to read? Who am I to give advice to other people anyway (I don’t think I’m really an expert)?

Or maybe you’re sidelined by the logistics involved: How do I get people to open and read it? How long should it be and how often should I publish? Which format works best and looks the most professional? And, once I do get it up and running, how do I grow my list and how do I stay motivated?

I’m happy to tell you that every question you have and every obstacle you’re experiencing now has probably been faced – and solved – by other people.

And, I’m even happier to tell you that as you move through my course – Create Exceptional Email Newsletters – I will guide you through all of it.

This course is for you if…

… you work solo. As a solo, you have a huge marketing advantage… it’s called YOU. You’ll learn how to tell stories, use your authentic voice, express a point of view, and stand out from the crowd of competitors.

… you sell a professional service. You’re an attorney, financial planner, consultant, coach, recruiter, writer, advisor, etc. Any field in which trust is an essential part of being hired. You’ll learn how to stand out as a knowledgeable, friendly, likeable expert.

… you cringe at the thought of “hard selling.” Me too. This course is the opposite of that. I’ll show you how to make the phone ring by creating and sharing content that helps prospects and others notice you, sample you, share you, and call you.

… you’re really good at whatever it is you do. But, like me in 2000, you need help getting more of the clients you want.

• There’s nothing “hard sell” about a newsletter

Your newsletter is like a magazine. It’s not a sales pitch and it’s not an advertisement. Done well, it’s not even really about you – it’s about offering useful information that prospective clients want to read. That’s the formula that makes it so effective.

So, like creating a magazine, we’ll be working on three parts: Content (the words), Format (the way it looks) and Delivery (the mechanism for sending it to people).

We’ll go step-by-step through each part, diving deep on all of it. And don’t worry – while there are many elements, once you have it explained and you see it laid out in front of you, you’ll find that none of it is all that complicated.

Here are the specific course modules and what we will cover together:

• Module 1 – Getting Started: What you need to know to begin
  • How and why an email newsletter brings you clients
  • Three big newsletter challenges (and how to overcome them)
  • 7 Secrets of a successful email newsletter
  • Key beginner mistakes to avoid
• Module 2 – What to Write About: Developing topics that resonate with your audience
  • How to identify your expertise
  • How to identify your perfect client
  • How to decide what to write about
  • How to identify an endless supply of fresh, useful content
• Module 3 – How to Write: Simple ideas and techniques for making writing easier
  • Finding – and using – your unique, authentic voice
  • The importance of writing with detail
  • The “I can’t write” obstacle and how to overcome it
• Module 4 – The Simple Content Formula: Using stories and personal experiences to maximize connection
  • Why personal stories are so powerful
  • How to weave personal stories into your newsletter
  • A simple article structure for any newsletter
• Module 5 – Newsletter Layout: Creating a structure that works best for you and your audience
  • Developing your standard layout
  • Creating a “layout skeleton”
  • Headers and subheaders and why they matter (a lot)
  • Balancing useful vs. promotional content
• Module 6 – Formatting Do’s, Don’t’s and Insights: Tips and guidelines for improving readability and impact
  • Optimizing newsletter length
  • Whether or not to require a “click to read”
  • Understanding which format types are the most effective
  • Formatting for smartphones and tablets
• Module 7 – Expanding Your Reach: Leveraging your content in multiple ways
  • Integrating and maximizing social media
  • Blog, newsletter or both?
  • (Many) additional uses for your newsletter content
• Module 8 – Email Vendors and Additional Support: Building a team for maximum efficiency and results
  • Email Vendors – why you need one; what to look for
  • Do you need a designer?
  • Do you need a tech resource?
  • Do you need an editor?
  • Do you need a virtual assistant?
• Module 9 – How to grow your list: Proven tactics for increasing audience size
  • Start with the people you know
  • Optimize your web site
  • Share your content broadly
  • Leverage public speaking opportunities
  • How to grow without spamming people
• Module 10 – Delivery Logistics: Tips and guidelines for in-box success
  • When and how often to publish
  • How to get your newsletter opened
  • Welcoming new subscribers
  • Managing “bounce-backs”
  • Measuring success
  • Staying motivated!

Start right now