To Market We Go | But What Do I Write?

Image of a woman writing with a pencil in a notebook

Where To Begin

In last week’s newsletter I encouraged you to make use of your email list as a golden opportunity to connect with your audience. One of my clients reached out and said they made the switch to start using MailChimp to send out their email newsletter. Hip, hip, hooray! Hopefully, you have embraced the idea as well with a service that works for you.

But What Do I Write?

As a teacher meeting with parents, I always told them, “ You know your child best.” They have raised the kids from the get go, they know their likes, dislikes, personality and what works and what doesn’t. Sure, it helps to check in with an “expert”, but parents can trust their gut to help their kid with the joys and pitfalls of being a kid.

The same holds true for you and your clients. If you’ve been in business long enough, you know them. You know their wants, their desires, their problems and you know how your business can fulfill their needs. If your business is just starting out, do this >>> Put pencil to paper or fingers to keyboard and envision who your target audience is. How old are they? What gender are they? What’s their annual income? What challenges do they face? How can you ease their challenges?

Make A List

Once your audience is set, make a list of topics you can write about. Show some vulnerability and let them get to know you and what you are all about. What can they learn from you? What do you have to offer them? How can they begin to trust you? What do they want from you?

I write an email newsletter for some local South Bay road races, like the Manhattan Beach 10k. When I come up with the content strategy for them, I always have the racers at the forefront. I think about:

  • how they can see themselves in this race

  • running tips they’d enjoy

  • a q and a from the previous year’s winner

  • interviewing people who put the race on

  • focusing on the Manhattan Beach community

  • sprinkle in practical race info.

  • upcoming promotions

No More Excuses

You have your email list, you have a nice bunch of topics to write about. Now, get going! Stop making excuses and do the work!


How Can I Help?

If you need some encouragement or advice, fill out the form below and I’ll get back to you shortly!

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Photo by Thought Catalog on Unsplash