What Impact are you Missing?

Why HR and Leadership Development Coaches and Consultants should start or revive their newsletters.

Have you ever signed up for a newsletter that you were really excited about but never received it?

I have. One that stands out is when I attended a Consultant’s introduction workshop and found it really impactful. I signed up for her monthly newsletter with tips and insights. I never received it. Unfortunately, it turned out she didn’t have an active newsletter.

This story reminds me of “Missed Connections” on Craigslist when, after two people meet, someone posts looking for the other person because they never exchanged contact information.

In this case, it was a missed opportunity for the consultant to keep in touch with a prospective client whose work resonated. It was missed impact.

Now that I am on the other side as a consultant, I have spoken with HR and Leadership Development Coaching and Consulting businesses about their inactive newsletters or blogs. Many have told me that they intended to have one or previously did. They too have request forms on their website to sign up for their non-existent written content.

So much missed impact.

I get it. There are a lot of competing priorities to running a successful consulting or consulting company. For some, having a newsletter or blog isn’t a priority. Some prefer to reach their audience in other ways. Other times, there are blocks. That’s what we’ll explore.

First, why does having a newsletter matter?

To influence your audience by sharing your insights, knowledge and perspective. 

To expand your reach.

To help your audience get to know you and your business (people want to work with those they know who resonate with them).

To be remembered for future services or referrals.

To get great results that impact your business’s bottom line (when done well) including: brand awareness, referrals and increased customer loyalty and engagement.

What are the blocks?

The top three blocks I have seen are:

A.      The Writer’s Block

B.      The Self Promotion Block

C.      The Too Busy Block

Let’s understand what these are about and demystify them.

A.      The Writer’s Block

This is about not knowing how to get your message across. Or not feeling like you have anything original to say. Or not enjoying writing.

Demystifying this block:

What you write does not need to be original. It needs to be authentic. Consider: No one has shared the topic from your perspective with your experience and stories. No one has said the message how you would say it to your target audience.

Sharing your voice will both make a difference to your audience and will help your business.  

B.      The Self Promotion Block

This is about not wanting to “sell services” or self-promote your business. Or about not wanting to spam people with another email.

Demystifying this block:

You can share your written content in a way that’s true to you.

What is the purpose or motivation you have for writing your blog or newsletter? Often, the purpose is not to sell your services directly. Rather, it is to share information with your target audience to address their needs. This is called “Content Marketing” which is different than direct marketing.

For example, it could include exclusive tips or insights someone could only get from being on your mailing list. One client considers her newsletter a way to provide extra value to clients and prospective clients.

Know that your audience can choose whether to subscribe to your email list or read your LinkedIn post.

Alternatively, remember that request form on your website? They are waiting for your insights.

C.      The Too Busy Block:

This is about being busy running your business and serving your clients. Or about being too busy to devote the time to writing a quality newsletter or blog.

Demystifying this block:

What non-client work do you enjoy? Is writing one of those items? If so, then consider what’s realistic to commit to. If not, then you don’t have to do everything yourself. Find a partner to collaborate with you to write your message.

Is too busy really the block? Sometimes busyness is an excuse when there are other blocks hiding behind it. Such as fear of criticism or one of the other blocks mentioned.

How do I know content marketing works?

The Content Marketing Institute shares three key outcomes of content marketing: increased sales, cost savings, and better customers who have more loyalty.

A personal example:

I recently signed up for a professional development program after receiving an email about it. I’ve been on the email list for a while but hadn’t signed up for any offerings before.

When I signed up, I already felt like I “knew” the consultant. I knew her work resonated with me. Her newsletters have already benefited and made a difference for me.

When I signed up for the program, it didn’t feel like I was being sold to.

Rather, it felt like I had found exactly what I was seeking.

And, I didn’t need to go search for a program. The right program came to my inbox at the right time.   

That is an example of the power of content marketing.

Reflection questions:

• What made you consider having a newsletter or blog initially? What stopped you?

• How could having one help you influence and best serve your audience?

• How could having one support your business vision and strategy?

• Do you want to dedicate time to this? If yes, what additional information or knowledge would be helpful for you? If not, who could you partner with to help you?

Who could you reach with your message?

You will never know your full reach when sharing your messages with the world.  But if you don’t share your insights, you are missing an opportunity to influence the world around you.

I, for one, want to experience your influence. I want to hear your voice. I know there are many others who do too.

What could you do next to share your message?

Need help moving past your newsletter or blog blocks? Contact me [RG1] to discuss how I could help.