What do you use a newsletter for?

Oh, that pesky newsletter project.

Partly I've been procrastinating, but partly, this is just my style: I take however long I need to get something to "click" in my head, and then I go, baby. Sometimes, the front loading takes no time at all; other times—this time, for instance—the gestation period is positively elephantine.

While talking—okay...whining yesterday to Ilise about how maddeningly elusive this newsletter project is proving, she related an interesting anecdote. One of her clients summed up the point of a newsletter as 'something to help people know how your mind works.' Yes, the type of content I choose is important; I don't want to bore people (or worse, turn them away) with needless information. But hey, even if I give 'em my best stuff, they still might be bored, because it's not for them.

Talk about taking the pressure off!

Anyone else have any pithy words of wisdom before I finally hunker down to write that first issue this week?

Comments

[Justin Beller]

Is your problem motivation in getting started or is content (what to write about for an upcoming issue)?

Last month I questioned the very existence of newsletter I publish for a business organization I operate. Since I maintain a blog for the organization, what’s the point in writing a newsletter? A colleague suggested that I change the focus of my newsletter rather than scrap it all together. Rather than try to come up with content that will likely compete with the focus of my blog or take away topics from it, why not use the newsletter as an opportunity to summarize or recap the blog posts from the past month or past week? Use it as a way to help readers catch up on what they missed or use it as an opportunity to expand on a recent blog post.

It was very liberating to look at my newsletter in a whole new light. Newsletters are still important, even in a world of blogs that are driven by more immediate content.

[Mark Silver]

Hi Colleen,

I've been in the opposite space from you- I've been very successful with publishing my newsletter over the last five years, every Wednesday for the last two, with a response rate that is much higher than many others I know.

And yet very, very reluctant and slow to blogging, which I've just started doing in the last couple of weeks, thanks to my buddy Dawud Miracle- http://www.dmiracle.com who finally got through my blocks about blogging.

Here's the difference I see between the two forms, although there is overlap:

Blogging is about a conversation, a two-way connection with your readers- or at least leaving the possibility of a two-way connectiong with your readers.

A newsletter is a way to be generous and giving to your readers, without asking for or expecting any kind of commitment on their end.

I wrote an article called 'Why and How to Create an Information Product' which actually applies in much the same way to writing a newsletter:
http://www.heartofbusiness.com/articles/2006/Aug30.htm

And it's not what many people think.

If you have any questions about the process, I'd be happy to share what I know- feel free to ask me directly.

As blogging gains momentum, I think many people are overlooking the power and applicability of newsletter articles.

[Colleen Wainwright]

Justin - that's an excellent perspective. I'm looking at what I do now with the blog and seeing where I can use the newsletter to fill in, or to reach people I might not otherwise. Part of the process has been thinking about why I enjoy newsletters vs. blogs vs. podcast--i.e., picking the right tool for the right job. This is another interesting application. So thanks!

Mark - I'm a huge fan of your newsletter, as you know, and am very interested to see where this blog takes you (hint: next time, leave the URL in your signature!) I'll check out the article you mentioned; you've been a big inspiration to me in the past, so I've no doubt this will be helpful. Thanks!