Lawyers, Insurance Agents, SEO and Golf!
Driving’s for show - Putting’s for dough
Ask a golfer what it feels like to hit a great drive and they’ll grin at you - there’s just something insanely pleasurable about thwacking a ball hundreds of yards into the distance. And, if it goes in the wrong direction, well - you have a few more shots to make it right.
Putting on the other hand is a serious business. Matches are won and lost on the green and there are no second chances.
Blogs are for SEO
Blog posts are how you generate links to your website, they are the content people find when searching for solutions and by their very nature, need to reflect your core business.
Like driving, blog posts can be great fun! The better you get the greater the distance they travel - multiple shares across social media and links from influencers can feel just as good as a 325 yard drive straight down the middle!
Newsletters are for dough
Newsletters however are serious business. They’re how you convert potential customers to actual customers and by their very nature, need to be consistently interesting.
For many businesses (like mine) the content in a newsletter and blog post can be the same - if there’s always something new to tell your clients the newsletter can be educational and reflect what’s going on in your world.
Where it gets challenging is when people don’t want to learn about your business - think the law or Insurance - this is when the newsletter becomes a lot tougher to write.
Repeat: Newsletters are for dough
If you’re operating with an opening rate around 30% it’s an indication that you need to change your strategy. If you’re re-purposing your blog posts as newsletters then maybe you need to allocate more resource to what is potentially your biggest revenue generator.
The challenge I’m giving myself this year is to drive my opening rate from 60% to 70%. I don’t yet know how I’m going to achieve that but I am going to allocate more time to the newsletter than I ever have. Maybe you should do the same.
Written while listening to: New Fazioli tracks by music2work2
Image Credit: Getting ready to kill it by Jennifer Pauley on Flickr