Do you know what I’m going to do at the end of this month, on March 31st?
If you said, “Put you son Jonathan’s cereal bowl in the freezer overnight so it’s a big block of ice when he tries to eat breakfast on April Fool’s Day,” I’m going to give you partial credit.
But that’s not what I’m talking about.
Rather, on March 31st – the end of the quarter – I’m going to change the blade on my razor, something I do just four times a year.
Four blades a year … how is that possible?!
Is it because I rarely shave anymore?
No. I shave roughly every other day, in addition to using that same blade to shave my head, an area whose square footage is roughly twice that of my face.
Is it because my facial hair is so baby-soft that, as my dad used to say when I was a teenager, I could just put some milk on it and let the cat lick it off?
Not that either.
It’s because I own a $19.95 device known as the Blade Buddy, a technological wonder that re-sharpens razor blades, extending their life by a factor of about twelve.
Given that the blades I use cost about $1.85 each, that saves me $90 a year ($1,080 for those of you living on Jupiter).
You know what else has the potential for vastly improved life expectancy? Your email newsletter … but only if you apply the same “Blade Buddy logic.”
Here’s what I mean….
Most professionals write a newsletter, send it out to their list and stop. When it’s time to publish again, they repeat the process.
Not me. When I push “send,” I’m just getting started. Because after that…
- I post it on my web site. Same content but … unlike an email newsletter which vanishes the moment it’s read, when posted on a web site your newsletter improves your search rankings; allows people to make comments; and provides the opportunity for visitors to read past issues.
- I post it as a LinkedIn “Long-Form” post. Same content but … it gets me in front of connections who don’t subscribe to my newsletter (fools); gets in front of subscribers who missed it the first time; and gets in front of second and third level connections who don’t even know me.
- I share it on social media. Same content but … I take excerpts from the text and post those on Twitter and LinkedIn with a link back to my web site. Since I use several different excerpts for a given issue, it allows me to link back to my blog many times without being redundant. Being redundant.
- I offer it to other publications. Same content but … I share it with blogs in my industry that accept “contributed content.” When they publish it I get in front of an entirely different audience, some of whom come back to my web site and subscribe to the newsletter.
- I record it as a podcast. Same content but … some people prefer listening to reading. I make that available immediately through Audio Acrobat and in a day or two on iTunes.
- I (sometimes) turn it into a book. Same content but … packaged in a longer, physical format. In 2008 I published, “It Sure Beats Working, 29 Quirky Stories and Practical Business Lessons for the First-Time, Mid-Life, Solo Professional.” Twenty-nine past newsletters, slightly modified.
Here’s the bottom line. The hardest part about publishing a newsletter is creating the content. Using it once and tossing it away makes about as much sense as buying new razor blades every week.
Apply some “Blade Buddy Magic” to your content and help it live a long and productive life.
- What’s your dad’s favorite quip?
- Have you ever shaved your head? Give examples.
- Are there other ways in which you reuse your content?
Share your comments below!