Every time someone tells me that I need to build a list and start an email newsletter I think of the pile of books around my house that I still haven’t gotten around to reading.
That pile isn’t shrinking as fast as I would like it to and is not because I am not reading. I always have a book or two that I am plugging through plus the seven magazines I subscribe to.
None of that takes into account my most valuable and limited resource…time. Family and work responsibilities take precedence over reading time and that makes me wonder about newsletters.
Do You Really Want Another Email Newsletter?
One of the biggest business mistakes people make is we often spend far too much time thinking about what we need, like and want. The focus should be first on what our prospects and customers need.
That being said I feel comfortable saying my time issues are not unusual. I am not an outlier, those of with families that have school age children tend to be very busy but that doesn’t exclude those who don’t have children either.
You rarely come across studies that say the average person complains about having too much free time on their hands.
And that my friends is why when people talk to me about building a newsletter I have a standard list of questions I ask:
- Do we really need another newsletter?
- Is there a point to pushing out another email that people probably won’t read?
- What do you hope to accomplish and why are you doing this?
- What service should I use and why?
If you can’t answer those questions authoritatively and enthusiastically than I would argue against spending time creating something that is going to be a time suck.
That doesn’t mean newsletters are bad or that they aren’t useful because they are. Email still works but you need to provide real value to make sure they are read.
What Would It Take For You To Commit To Reading Another Newsletter?
Remember when I said business people spend too much time thinking about why they like things and not enough on their customers? Well ignore that for a moment and ask yourself what it would take for you to commit to reading another newsletter.
Once you answer that question ask yourself if you can commit to meeting those requirements and if you can say yes go back to the list of questions we talked about earlier and review.
If you still feel good about everything you should be on your way to building something special and meaningful that people will open and read.
What do you think?