He wanted to tell me that the last newsletter we published led to someone else interviewing him for their newsletter/blog on a similar topic.
So now, he has been shared with all of that person’s subscribers.
In the coming days, he will post about the interview (and link to it) on his LinkedIn account.
Next month, when we publish his September newsletter, we will reference the interview and, you guessed it, link to it.
After that, we will add a link to the interview from my client’s web site “media” page, so that those who visit in the future can see it.
The point is, your original content has legs. If you’re not producing any, you’re making the client acquisition game way harder.
It was from a complete stranger, someone who said he had enjoyed the “no bs time management book” that I had published earlier this year.
I thanked him and then pointed out that, ironically, I had saved a ton of time by never having written such a book.
Most people are not paying close attention to what other people say or do. They are just too busy with their own stuff, and mix up people and offerings all the time.
All of which means that if you hope to be remembered (and referred, and hired), you need to make sure the description of your work is mind-numbingly simple.
She told me that inbound leads to her business had slowed dramatically over the past several months.
Recently, someone had asked her if she was still in business.
She also admitted (nobody likes to tell me this) that she had stopped publishing her newsletter a couple of years ago.
Here’s the thing. Whatever constitutes your marketing program – networking, blogging, podcasts, social, one-on-one meetings or, the home run of them all, email newsletters – you need to find a way to keep doing them.
No matter how busy you may be today with client work.
Like exercising, the positive results don’t show up immediately, and it takes a lot longer to get in shape then to fall out of it.
It was with someone I had met through a networking group.
He wanted to do a “screen share” so he could show me a presentation that explains his work.
Fortunately, he couldn’t get it to function, so we had to just talk.
1. You make strong, lasting connections with people by having conversations with them, not by presenting at them.
2. If you need PowerPoint in order for somebody to understand what it is you do, you need to find a way to simplify your explanation.
That’s not really news. I ignore most movies.
And people, for that matter.
Most people ignore most things.
But for some reason, when it comes to email in general and newsletters in particular, many people dismiss their usefulness overall because of how many they personally ignore.
It’s the wrong side of the equation to focus on.
A viable newsletter (or business) is about having enough people paying attention to make your effort worthwhile.
The number of people who ignore you doesn’t matter. (Feel free to ignore that.)