That’s because 22 years ago today, I published my first newsletter.
It had no impact on my business.
Nor did the fifth. Or the tenth.
But after a while, my newsletter became the marketing engine of my entire business (it still is).
Relationship marketing, of which, email newsletters are a prime example, takes time.
No single phone call, thank you note, coffee meeting, blog post, networking event, podcast, or email newsletter matters. Not one bit.
But when you string a bunch together, over weeks, months, and years, I can’t think of anything that matters more.
He said, “This is quite a bit over my budget, but I do certainly see the value.”
That’s too bad; I liked him and would have enjoyed working together.
But if you don’t get turned down on price every once in a while, your fees are too low.
If you want to work only with great clients who pay you what you are worth, only work with great clients who pay you what you are worth. (Let me know if you want me to repeat that.)
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.