Dear Gritty VA:
I have seen a lot of Virtual Assistants putting “sign up for my newsletter” on their websites. Who would sign up for them? And why? Does it generate future clients? Also, where do they get the content for monthly newsletters? I can’t imagine that each of them are writing their own, but maybe they are. This is an area I’m a little confused about, but would love to get up-to-speed if it’s something that generates clients. –MM
Hi, MM. You’re seeing a lot of Virtual Assistants doing this because a newsletter is one way to continue the dialogue with your prospective clients. By building a list through an opt-in offer (such as a newsletter), you can continue to talk with those folks on a regular basis, keeping your name and face in front of them and thereby helping them get to know you and your company better and developing a rapport with them.
You’ll hear it said often that “the list is the thing,” and it is very true. Your list keeps prospects in your pipeline which is a very good thing because there will be times in your business when your roster isn’t full. If you build a list of subscribers with whom you follow-up and stay in contact, you’ll always have a ready-made audience of prospective clients and referrers who have already indicated (by virtue of their continued subscription) that they are interested in you and your company.
Some things to keep in mind… I see a lot of Virtual Assistants put out newsletters that are either talking to other Virtual Assistants or are very self-centric. To do well with a newsletter, always keep in mind who your intended audience is–your would-be clients!
Write about things that are going to be of interest to them. Write from their perspective and talk directly to them. If you’re using a lot of “I,” “we” and “us,” flip those sentences around to use more “you” and “your.” Offer advice that is genuinely helpful to them in their businesses. Doing so will also demonstrate what a smart cookie you are (and what a great partner you would be to work with).
If you’re going to do a newsletter, I recommend also interspersing your articles with news about your company that is client-centric. Clients aren’t going to care so much that you joined your local Chamber of Commerce. Big woop, right? Save that stuff for filler.
What will be more interesting and relevant to them is hearing about how some work you just completed for a client simplified their business, automated part of their operations saving them X hours a year, brought in X number of new subscribers, or generated $X more in revenues. That’s the kind of stuff that will perk up their ears because they’re looking to achieve those things in their own business and it gives them a clear illustration of how your support could be implemented and what kind of results they can expect.
And don’t assume they know or remember all that you can do. You have to keep reminding them. Each week (or month), talk about a different skill you have or special service you offer and give your readers ideas and suggestions on how they can leverage your expertise in their business.
Of course, you don’t necessarily have to do a newsletter. There are lots of ideas for building your list including offering a free report (something that is highly relevant and of keen interest to your target market), weekly tips and quips, or an e-course to be delivered over the period of several weeks.
Now, to start building your list, you really want to use an autoresponder service to automate things and save time. I highly recommend Aweber. It’s easy to use, it’s very affordable, the uses and functions and integrations they offer are virtually limitless, and they have absolutely fantastic customer service. If you don’t invest in any other tool in your business, this is definitely one you should not go without.
Oh, and I should add that your offer should be free. You’ll hear this referred to frequently as your “pink spoon” in the marketing funnel strategy. It’s a way to get them in the door so that you can become a resource and maintain regular communication thereby increasing your “know/like/trust” quotient.
