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!

Name *

Photo by Thought Catalog on Unsplash

To Market We Go | MailChimp & Facebook Sittin' In A Tree...



Pretty big news happened last week. MailChimp and Facebook got "married" and had a baby - Facebook Ad Campaigns.

Check out the video here!

What This Means For You

Assuming you already use MailChimp for your email newsletters (if not, we better talk) you can now create Facebook ads inside MailChimp.

The best part - Facebook will find audiences that look similar to your most engaged customers (based off of info from your email list and integrating Facebook's data science models) and then generate a similar audience to market your ads to - they take the guess work of figuring out who to target off of your plate.  All of this takes place within the MailChimp interface so you never have to go into Facebook to create the ad. FYI, you have to spend at least $5 a day. 

Let me know if you've tried this and approve of this blessed union!

Image Credit: MailChimp

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To Market We Go | mAD men


Good Ol' Days

In the good old days of marketing, you could take out an ad in your local paper, the Yellow Pages, or maybe get a flyer printed and hire a kid to put it on a bunch of windshields for you.  Customers would actually look at these items and give you a ring if they needed your services.

But those simpler times are gone and you have to fight to get your business in front of as many eyes as possible. Now people rarely subscribe to a physical newspaper, we no longer hear the thump of the Yellow Pages at our doorstep, and any sort of flyer goes directly into the recycling bin.

Where It's At Now

It’s a challenge for a small business to know where to turn for advertising now: Twitter, Facebook, Yelp, Google…there’s so many options, it’s costly and it’s confusing to know which to choose and what platform is the best for your business.

I vote for Facebook ads. You can set a daily or lifetime budget. With the daily one the ad will pause once your budget is spent and will reset the next day and with the lifetime option, the ad will stop running once your total budget has been reached. You can schedule the ad to run as long as you want.

The best thing about Facebook ads is that you can laser target your audience by their:

  • location
  • demographics
  • interests
  • purchasing habits
  • and other categories

As you choose these various options it shows you how many people you have the potential to reach.

Facebook will also assist you with creating the ad and giving you tips to help enhance it. Finally, you will get updates with page insights and reporting tools that let you know how your ad is performing and you can change future ads based on this valuable information.

If you need help with your advertising, let's discuss 310.748.9128

Sign up below and every Wednesday we'll send you one short but effective idea that can help you market your business.