I got a call yesterday from Carol in Nashville.
She was convinced of the value of an E-Newsletter for her business (smart woman) and she was thinking about picking up a copy of my E-Newsletter System to help her get going (she may even be a genius).
But … she hates writing.
“I’m great with a microphone,” she said, “but when I write it sounds stiff and formal – I absolutely hate doing it.”
Given all that, Carol wanted to know if I recommended her publishing an E-Newsletter.
Granted, that’s a bit of a loaded question. Asking me if I recommend a newsletter for your solo professional business is like asking McDonalds if they recommend that you have fries with that.
So yes, I’m a big – huge, gargantuan, elephantine – fan of e-mail newsletters. So much so that you may have assumed that I tried to talk Carol into moving forward.
But here’s the problem: E-Newsletters only work if you keep publishing.
And you’ll only keep publishing if the act of writing is somewhere south of extremely painful.
And so I said to Carol, “You know what, if you’re great with a microphone, why don’t you record yourself (audio or video) offering a brief, useful insight, and make that your newsletter? All the basics still apply, the only difference is that instead of doing what you hate (writing) you’ll be doing what comes naturally (speaking).”
Quick story: A few years ago I joined a health club for the first time. I was just getting over knee surgery and the doctor told me to start using an “elliptical” machine.
But when I got to the gym I noticed that there were three different types of ellipticals and I wasn’t sure where to start.
So I asked the guy behind the desk, “Which machine is the most effective?”
His simple reply? “Whichever one you’ll stay on the longest.”
As he explained, it’s not really about slight differences in efficiency; it’s about finding a machine that you prefer and are therefore more likely to commit to over the long term.
It’s the same with marketing. Whether we’re talking about newsletters, social media, public speaking, networking, or whatever, the goal is not participation – it’s results.
And if you hate and/or stink at the process, you won’t experience much of either.
Bottom line: The reason I love newsletters is not because they’re in written form.
It’s because this one simple tool has the ability to position you as expert, provides an opportunity to make an authentic connection and keeps you in front of prospects, referral sources and clients.
But you need to make it work for you. If speaking – or singing or dancing or hand-drawing … whatever it is you send to your list of interested followers on a regular basis – comes more naturally than good old fashioned writing, feel free to follow your instincts.
Focus on having an impact, even if it means finding your own, unique way.