If you think newsletters are “old school” marketing tools, you should think again. Newsletters can be your fast path to cash, clients, and connections when you broaden the focus of traditional newsletter models. But one of the biggest hurdles people face is creating new content on a weekly or monthly basis. This is an easy way to create newsletter content quickly and easily.
First, define the target audience for your newsletter.
It must be well defined. For example, “parents of preschool-age children” is a very specific group when it comes to the age range of the children, so you can focus on issues related to children of that age. However, it can also include topics of interest to parents about their children, such as saving for college or technology to protect their preschoolers.
You can choose a well-defined geographic area for a local newsletter, such as “residents of the area between Main Street and Broadway, from First Avenue to Tenth Avenue.”
Second, identify topics that may interest members of your target audience.
Choose your topics based on the focus of your newsletter and your goals. For example, if you’re trying to build a list of leads with specific demographics, such as “male golfers” (your target), you should include information about the game of golf, but you can also include information about cars that are good at transporting golf clubs. If your demographic includes a more detailed description, such as “male golfers making $100,000 or more,” you can include information on luxury SUVs, along with more exclusive golf equipment. This expanded approach also allows you to partner with car dealerships and sports retailers to build your list.
Now think about who on the list below can help provide content on these topics for your newsletter. (Nobody said you have to write the content yourself!) In fact, once you identify the topics for your newsletter, simply search your networks for people who can provide the relevant content that will engage your target audience.
1. Banks
Where do you do your banking?
Which banker(s) have you met at networking events?
Who do you know who can recommend a banker?
How banks can help: Banks have information on topics associated with wealth creation that is of interest to a wide range of people. Bankers can also help you connect with a wide variety of other businesses, so if you need newsletter content on a specific topic, you can ask a banker if they know a source for you. (And if a banker gives you a recommendation, ask if you can say that they suggested you contact the person they recommended.)
2. Cars
Where did you buy your car(s)?
Where do you maintain your car(s)?
Where do you get your car(s) repaired?
What auto parts stores do you use?
How automated sources can help: Men like to read about cars. Women need to know how to choose and maintain cars. Car dealerships and service centers also meet a variety of people. You can use the content created by car dealers for marketing purposes or ask them if they know a customer who can provide you with the content you need. And because you’re a customer, they should be keen to help if they can.
3. Sports
What sporting goods stores do you use?
What sports facilities do you use?
Do you or your relatives take any kind of sports? Where? Who are the teachers?
What sports “celebrities” do you know?
Who do you know who plays a sport? Which is it)?
How sports can help: Consider launching your first newsletter on a sports theme and build from there. You can target parents of children who want to learn or actively participate in a specific sport. It can target people of all ages who are into a sport.
If your newsletter is aimed at a demographic that isn’t primarily based on interest or participation in sports, you can still include information about sports. For example, if your primary demographic is “parents of preschoolers,” you might include information about getting started in different sports; why preschoolers need to be active; the social interaction benefits of sports; etc
4. Insurance and Investments
Who is your auto insurance agent?
Who is your life insurance agent?
Who is your homeowner’s insurance agent?
Who is your investment adviser or broker?
Do you have commercial insurance?
How insurance and investments can help: People who sell insurance and investment products also have information on topics associated with wealth creation that is of interest to a wide range of people. They’re also usually active in their communities, so they’re a good source of connections to other people you might want to approach to provide content for your newsletter.
5. Connectors with Credibility
If you have a house, who sold it to you?
If you ever sold a house, who was the real estate agent/broker?
Do you know other real estate professionals in your community?
Do you know any lawyer?
Do you know any accounts?
Do you have children who go to school or play sports with any of these connectors?
Do you, or someone you know, belong to a local service club, such as Rotary, Lions, or Kiwanis?
How connectors can help with credibility: Credible connectors can help you because people often trust them and will follow your suggestions, so if one of these connectors contacts you on your behalf, you can usually be confident of a positive outcome. Connectors often have extensive networks in their local communities as well, which can help you find sources of content. In addition to being excellent connectors, they are also a good source of ideas on the latest topics of interest in their fields. Many may be willing to provide you with content, or may suggest reprints or other sources for you to use if you’re looking for information on a specific topic.
Wow, look at all the people you know who can help you by providing you with content or connections. Now you are ready to publish your newsletter, because you know how to find content quickly, easily and painlessly. And even if your target audience isn’t based in your local community (for example, it’s a global audience online), you can still use your local network to help you find the content your target audience craves.