Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

What Does It Even Mean?

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imagesMy client forwarded an email to me today and all he said was “I’m just forwarding this because it is one of the MOST RIDICULOUS SENTENCES I HAVE SEEN IN PRINT IN THE IT INDUSTRY.” And oh boy was it.

Here’s the deal folks, we get into our industry and our expertise and we forget that not everyone speaks the same lingo as we do. OR conversely, you are so nervous you’ll look like a novice that you use too much lingo and the expert doesn’t know what you’re talking about (too many times have I had to quickly google an acronym while sitting in a client meeting).

I know I’ve told you folks before, if you write something, step away from it for the night (or at least a few hours) and then read it again. If you can’t wait, have someone else read it for you (find a partner you can swap this with). But, good grief, no one knows what Optimize Your Physical Identity Management from Your Secure and Budget-Friendly Cloud means.

And that’s their fault, not mine.

7 Ways to Get More People to Open Your Newsletter

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I have written and reviewed two different newsletters for clients this morning. The first one ended up being a LONG newsletter with all sorts of content. The second client I was reviewing their newsletter from last week and the numbers were down a bit (still great for the industry, but not for where they’ve been). So, it got me thinking, how do you get more eyes on your newsletter?

  1. PRIZES! Please, you know you’ll open aimgresn email when there’s free stuff inside! Sure it’s a 15 minute call, or a white paper download, but hey, FREE is a very good price.
  2. Teaser Line- You know that very top teaser line you always forget about so it says “Use this area to offer a short preview of your email’s content.” USE IT! Tease something, tell people what’s in store. It’s like a sub-head for your newsletter title…
  3. Have a Title! My newsletter always says “Yellow Dog News” but then it says “3 Ways to…” and it’s always that simple. Tease folks with your headlines. Fun tip- write your headline last, you have the content and now go find that nugget of fun that will entice folks to read your newsletter!
  4. Post to Social Media – Make sure that your newsletter is shared on social media. EVERYWHERE, early and often. Personal, professional, share it away please! I may not subscribe to your newsletter because I don’t really know you, but if we’ve been chatting on twitter and you tweet your newsletter, I may just check it out, and if it’s not horrible, I’ll probably subscribe too!
  5. Make it SHORTER– You’re trying too hard with your newsletter. You have so many ideas and so much content that the giant block of text is intimidating. Instead, keep it shorter. Lead me to blog posts on your site, just mention a few things. If you have a monthly newsletter (ahem, that’s your hint…) then save stuff for next month.
  6. Pictures– 2 things you always get in a Yellow Dog Newsletter- “3 things” and a picture of Hank. No one likes to look at an email filled with text. It’s like reading someones report from college. Dude, add some images. (this goes for blog posts- add images)
  7. Easter Eggs – You know, fun teasers throughout the newsletter that when people click it makes them laugh and realize what a nerd you are.

You know, most of this works for your blog too…

The Unsubscribe Conundrum

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spamA while back I got an email from someone in the region who sells insurance. My insurance needs are covered, and since I was getting consistent communication from this person (and no opt out option) I emailed and asked to be removed from the mailing list. However, this person attended an event I spoke at and at the event I said if I received their info I’d add them to my newsletter list and it’s easy to subscribe. Fast forward to last week when I got this email after sending out my newsletter…

Question, how can you send me this when you asked that I unsubscribe you.  Isn’t that kind of hypocritical. 

And so here’s my response…

Great questions!

It’s actually not, because you attended an event I spoke at. At that event I let you know I’d be following up with you and including you in my newsletter list. AND I mentioned that there is an easy way for you to unsubscribe from my newsletter if it’s not of interest to you. I asked permission, and you have a way to opt out if my newsletter isn’t of interest or help for you.

The problem with your newsletter system is that there is no way to opt out of it. I have an insurance provider, so while you provide good content, it’s duplicated for me and not necessary. And, I didn’t ask to be signed up for the newsletter. Technically it’s illegal to not have an opt out system, but no one really does anything about it.

Hope that helps!

Point taken,  though I went to an email marketing seminar and was told that if a person gives you there business card then they have given you consent to send them emails.   But you have been removed from the list. 

So folks, there you have it. Ask permission, have an opt out option, and don’t take it personally when people no longer want to receive your content.