Adding a "How To" into your e-newsletter
Posted by Dominic Yeadon 16 Apr 2008
This week I am going to talk about adding a 'How To' article into the next issue of your e-newsletter. (I also include my tip on how to fix your own biggest problem with your e-newsletter - how did I know?)
 It's not all about money. (But don't tell your Financial Director I said that for fear of apoplexy!) Remember, your own e-newsletter fulfils many purposes - yes - the most important one undoubtedly is to build sales revenues, but...
... as not all readers want to, need to or are able to buy from you each issue (wouldn't that be nice?), are you are often left wondering what to (pad out) your next issue with? Try unlocking the solution to a common problem for your readers, a 'How To', like this example, written by me for all readers of this e-Masterclass:
Problem: you need to create content for next month's e-newsletter, but somehow time just seems to have slipped by. It's now too late to do anything, so you have no option but to cancel the forthcoming issue. Bad for readers, bad for sales.
Solution: Set up a free nagging service online and remind yourself when you need to make a start on each issue, ahead of time. Set it up once only.
 http://www.hassleme.co.uk will send you your own reminder e-mails at 'semi-unpredictable intervals'. You can add in your colleagues if you like, so the whole team gets nagged at once.
 http://brompt.com will do the same for you if your e-newsletter runs off your latest blog post (like this e-Masterclass does here at TMB from my e-Masterclass blog). It sees if you have not posted for a while and nags you. Excellent!
Not all readers want to, need to are are able to buy from you each time, so publish a quick and easy 'How To' in your next e-newsletter. Be smart and address a burning issue for your readers that using your own products/service will fix, and you will be back onto sales again and can delight your FD!
 Nothing left in the tank: If you are regularly out of ideas, despite reminders, you can always outsource all production to an outside agency, which takes responsibility for everything for a fee - often the easiest and quickest way because you do nothing. We do this at TMB for our clients, either as one-offs or on a contract basis. Call us on 01202 483244 for more info.
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