Why the Hell do I write a newsletter.

Some ask, many don’t, regardless - here you go!

Because it matters, but maybe not how you think…

Very few people read my blogs. Very few, especially in comparison to the number of people who will be receiving this damn newsletter. Now, there was a time when that struck me as rather rude. No, worse than that - it made me feel like one of the many messages I fear (seek) the universe is giving me was that whatever I am doing or trying, I should just give up on. Adding on, that every effort of mine has been, is, and ever shall be, a failure.

 That could all be true - I’m still doing my research – but time and other data proved that, my worthlessness aside, whether or not the newsletter is read is not a reliable gauge. And, as I recollected the more rational aspects of myself, I saw what at first, I did not know is the ACTUAL point to these blogs and associated newsletters - Brand Exposure. [NOTE: that sounds like a professional term, and it probably is and, too, probably refers to something very other than what I am using for here. My bad. I’m just here typing away and not cross checking myself which is, also, very much on brand.]

 OK, back to Brand Exposure:

May, in this conversation, we use this term to represent what a customer (client) can expect to experience when and if they choose to explore/work with me?

Specifically: I talk. That is what a coach does, they talk to their clients with their voice, their take, offer their ‘read’, ideas, thoughts. When they listen (And God, let us hope they do that too!), their clients' words come into THEIR particular ears. Thus, if a person doesn’t dig on, or at least be open to, that perspective, please, please go elsewhere!

Goodness, I do so want each and every one of you to find the coaching match, if coaching is what you seek, that suits you best. Someone whom you find kind, smart, funny, experienced, accessible, expert, and strategic and/or whatever quality or aspect you are needing. Ambition and finances inspire me to want, pray, it is me you find to be as such, but that’s just silly business.

Adding to the list of likely/unlikely occurrences: Those who continue to subscribe to and, better yet, open, these correspondences probably will not ever individually get in touch, and certainly won’t hire me.

NOTE: That is not a cry for help nor a call for sympathy. Rest assured, I am doing A-OK.  Thanks to those of you who have and continue to invite me to support your work, businesses, and lives. As is obvious, everyone in business wants more. I am no different. Beyond the boundaries of reason, I want to take on more and more clients, help more people, gather more cash. That is OK and healthy and important if one, frankly, is going to have a business at all. 

So, what? Tracy Michele, you write all these posts, you pay people to edit, compose graphics, and assemble these things AND you don’t get business from them?! Like what?

RIGHT?! I KNOW. Ass crazy, yeah?

Well, yes, but also - hard no.

 1)     For accuracy: I have gotten business from the newsletters. Not as much as from other sources, but it has happened.
2)    For context: I like writing. It scares me by way of effort. It destabilizes my confidence. It takes time- and when I see it coming, I waste time in starting. BUT it does make me better, practicing that is, and once I do, I really like it. Add to that, articulating my ideas on paper (and/or computer screen) strengthens my ability to do so verbally in client sessions et al.)
3)    For sobriety: My entire “job” is talking to people. If someone is bothered by my talking to them, they best not work with me and hurry up and unsubscribe. (If you don’t like the way the pizza joint mixes their sauce, stop ordering their food - it’s a pizza place, like 98% of their cuisine includes tomato sauce!)

The largest point behind all of that - and this article in general:

The biggest benefit of a newsletter (mine, yours, anyone) who has a business is how good it can make you look - if you do it right, that is.

RIGHT, being:

●       Strong, confident, current branding.
●   Writing and imagery demonstrative of the business’s (i.e., your) understanding and appreciation of clients (present and potential).
●      Hipness (hip will never hit askew)
●      Warmth (same same)
●      Down with sloppiness/up with clarity
●      A subtle combo of hard and soft selling - based upon equal parts resource offering and straight forward, confident asking (don’t let your desperation show)
●      Humor
●      Consistency
●      A light touch
●      No flashing images and few memes (that is a bias, but I’ll stand by it - sorry I’ve never seen Sex in the City, The Office, Seinfeld, nor Friends so like, I don’t relate. AND please use your own material - this is not Facebook)
●      Above all -keep it short. If they want to read more - they can click to their heart's content.

A newsletter can do you in - look desperate and sad. Or lift you up, shouting to the rafters that you have ‘it’ together.

It all comes down to a bit of ‘show me/don’t tell me’, for every aspect of every branding asset is to sell you. Sell you so earnestly and inarguably that you need to do so less. We want our interior designers to have dope houses, our stylists hot ’dos, and our vets best be owners of happy, healthy pets.

Business is all about trust, especially for us consultants and freelancers. Demonstrative excellence and clarity as to ourselves and our own work, as well as to how well it might work for and with others, can be a lot to try and instill in new-client-pitch. Take the burden off yourself and use the tools of your business’s operational structure to showcase how dope you are.

AND … if they read… well all the better!

XO

Tracy Michele