Lessons Learned on Completing My 50th Consecutive Newsletter

By Andrew J. Birol, President, Birol Growth Consulting, Inc.

While it snuck up on me too, this is my fiftieth newsletter. Since many of you have asked me about newsletters, here is what I have learned in the experience:

  1. Content, content, content: If you want to show your marketplace you are an expert, write about their problems and opportunities and how you have resolved these for others like them.
  2. It is not about readership, but about continuity: While my newsletter is "clicked open" by 125% of my subscribers, I doubt most read it through. Happily, only 2% unsubscribe each month.
  3. Use your content in multiple ways: Every article I write is versioned or reprinted in at least two other periodicals.
  4. A non-deleting subscriber is still a subscriber: While my subscribers may not always read my articles, my newsletter gives me a chance each month to say hello.
  5. The decay rate in subscribers is higher than job changers: Unlike "snail mailing lists", e-mail addresses change more often than people changing jobs. Expect to continually update your list.
  6. Continuity builds credibility, credibility breeds confidence: As my newsletter took hold, more people started commenting on it and I grew more confident in taking strong or contrarian stands on issues.
  7. Tracking, tracking, and more tracking: I track the readership of each topic and article and continuously modify my newsletter accordingly.
  8. Stories, news, and case studies about clients, vendors, and your humility: Everyone likes stories and to hear news. Tell all you can!
  9. Content permits effective, shameless self-promotion: Good content permits you to talk about your services if they are relevant to the problems and opportunities of your readership.
  10. Brevity increases stickiness: Less is more. Write in "headlines" and allow your readers to click through to a full page of a topic they find interesting.

Articles by Birol Growth Consulting are © copyrighted and all rights are reserved. However, articles may be reprinted with prior written consent if attribution is included as follows:

© Copyrighted by Andrew J. Birol, President of Birol Growth Consulting, who helps owners grow their businesses by growing their Best and Highest Use ®. Andy can be reached at  (412) 973-2080, by email at abirol@andybirol.com, or on the web at www.andybirol.com.

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