Walls be gone!
It’s time to create a new foundation!
If you have been reading this three-part series, then you know that letting your list of contacts get old and cold is the last thing you want to see happen. Trying to resurrect a contact list is touch and go. It takes a very special type of email to get over the wall that builds up over time.
I showed you an example of an email template in the last blog. BUT: you don’t want to get to the point where you need to use that template. Let’s learn how to keep the wall at bay!
We all know how the wall gets built. You don’t stay in touch on a regular schedule, because you “don’t know what to write about“. Suddenly, the wall is too tall to climb.
In this, my last post in my series, I will help you figure out “what to write about”. Whether it’s for emails, blog posts, or both (and doing both is an even stronger foundation!), we all struggle.
Sending an email once a month is an absolute minimum. But, don’t panic! It’s much easier than you think to create valuable content for your emails and blog posts. I have your back with these simple tips.
Five Tips for Easy Content Creation.
1. Content creating vs. content curating
You don’t need to be a journalist or even a writer. You can share your own thoughts, of course, but you can also find the hints and tips or industry news that will be of interest and relevance to your clients and subscribers and simply share those.
Are you a florist? Do you have a specialty? Do you just create a sensational bridal bouquet? Send a picture with a little blurb about the flowers you used. Or curate: send tips for growing flowers indoors.
Got a food truck? Pictures of people in line for your grinds and a list of the weekly specials can really send people to you. Or maybe you email a link to an article on the benefits of a meatless diet and you offer a Vegan special of the week!
NOTE: When you are curating content, just be sure to give credit if you use a specific source and you are using their information verbatim. You might even add a link to that page. If you are “curating” from several sources and doing heavy editing, there is no need to list all the sources. You are now writing original content based on your research.
2. Magazine covers for inspiration
Yes, you can learn a lot from studying those magazine covers! Remember the basic principle that drives all of us: “What’s in it for me?” That strategy is what is behind the majority of titles you see on magazine covers.
- How to succeed
- How to be smarter
- How to keep a bad thing from happening
- How to get more good things
Those were all examples of the basic premises that keep people engaged. Now, fill in the blanks for your audience:
- How to get the house of your dreams (Real Estate Company or Financial Consultant)
- How to save on insurance costs (Insurance Company or Financial Consultant)
- How to keep your pet safe from heat stroke (Animal Shelter or Grooming Business)
- How to find the best B & B’s in Hawaii (Travel Agency or Vacation Rental Company)
3. Brilliant and relevant photos
Photos naturally nurture engagement and add visual context. It’s one of the main reasons why using an email marketing service like Constant Contact instead of an email program like Outlook or Gmail is so effective. When that first glance is your logo and a photo, you have a huge increase in click-through rates (clicking to your designated web page or shopping cart) and very high conversion (sales) rate.
ALWAYS make sure your photos are mobile-ready, properly sized, with a link to a relevant online site.
4. Keep it real
It’s easier than you think. Artists, for example, can discuss just about anything. Did you go for a walk and see a leaf on the ground with colors that totally captivated you? Take a picture of that leaf, email it your list with a little teaser of your mood or thoughts and link to your blog for the rest of the story.
Every day, in every business or organization, you have something happening that is noteworthy. The more you bring out YOUR voice and your real life moments, the more you build trust and that builds sales. Did one of your employees just have a baby – share it! New shipment just arrived? Share it!
BONUS: When you know you have an email due to go out you will start looking for things to share. Keep notes when you get ideas. You might get month’s of ideas all at once!
5. Keep it short
Did you know that nearly two-thirds of emails are seen first (and often only) on a phone screen? Bottom line: you have your work cut out trying to maintain engagement if people can’t get to “what’s in it for me” within 2 to 4 seconds.
People make snap judgments with their thumbs all day long. Minimum requirements: Your logo, pictures, and a big easy to navigate button. “LEARN MORE”, “BUY MORE”, “GET SAVINGS NOW” or whatever CTA, “call to action” buttons are a must. Direct traffic where you need it to go.
In general, there are some really important rules for effective email marketing today. I co-wrote an entire e-course on the subject. (It’s geared for artists, but anyone will gain insights.) Bottom line: your emails need to send people to your blog/website or shopping cart. It’s there that they get the “rest of the story”.
I hope this helped.
If you are facing a brick wall and want a little more help, I stand ready to bring my expertise to you anytime. If you are not using an email service provider, you may want to consider a free trial with Constant Contact. And yes, I will be your hand-holding partner when you use this link to start a trial.
Whatever you do, Hit Send! Keep the brick wall at bay!
If you have tips that you want to share? Please comment below!