Relationships Drive Business

Strengthening Customer Engagement to Propel Your Business

7 Steps to Regular, Dread-free Newsletters March 24, 2011

Nearly a year ago I started sending out SocialPie’s weekly newsletter. When I started planning it, my friend Russ said, “Weekly? That’s a big commitment.” It made me step back, rethink and plunge forward anyway. Weekly, smeekly. I could handle it.

Fast forward, rubber hits the road. Weekly was a big commitment. Were there week’s I wished I’d bitten off something smaller? Yes. Have I missed a week? No (knock wood.)

At first the weekly churn from idea to article was a drag, it took so much time. Coming up with a topic, finding the resources, getting it down on the screen, editing. It all seemed to drag out and I found myself dreading it. Some week’s I was up until midnight finishing for a 5:00 AM post time. There was even one Friday morning I sprang out of bed realizing I hadn’t finished. It was discouraging.

Fast forward some more, now I have it down to a science, and that’s what I want to share with you, the process that’s evolved. With process and practice I’ve increased the speed it gets done, and that has been encouraging.

Here’s my 7 steps to regular newslettering:

  1. Bookmark an interesting article or comment.
  2. Capture random thoughts on the topic right in Emma (my newsletter platform), save the draft.
  3. Turn those thought fragments into sentences and edit.
  4. Walk away.
  5. Spell check and edit again
  6. Read aloud, edit again.
  7. Final formatting and scheduling.

This process came together over time. I can’t emphasis enough that weekly deadline I gave myself helped me hone a process. Now I turn out newsletters in 3-4 sittings, totally about 90 minutes of my time. Are they perfect, gosh no. But they ship.

Another thing that’s really helped is an editorial calendar. Within my calendar I created another “Newsletter Topics” calendar. That’s where ideas get dumped. Some week’s I get 3 ideas, but I only use 1 topic per newsletter. With the calendar I can dump the extra ideas and links to what triggered them in a convenient place. When I’m ready to write I go to the calendar to grab the ideas. It has made things much easier.

Have you struggled with the same thing? How have you handled it?

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