This Week’s Fix: Before-After Promo
Most people and businesses under-promote when they send a newsletter. They draft, upload, send, and…that’s it.
But every newsletter you write is a great opportunity to bring new readers into the fold. These are key moments you can talk about with people in real life or post about online.
One simple strategy you can try is to follow the before-after promo pattern: Tell people before you send a newsletter, send it, and then tell them you sent it.
How You Can Apply This Today
Before your next newsletter goes out, post on social media that you’re sending a newsletter on [X] day about [Y] topic. Invite readers to subscribe to get your full deep dive.
Example: “On Friday, I’m sending a newsletter on the three biggest reasons why newsletters land in the spam folder. Subscribe through the link below if this is an issue you’re facing today.”
Then a day or two after you send the newsletter, post a quick summary on social media with the biggest takeaway or headlines you shared. In this post, invite readers to subscribe to your newsletter to make sure they get the next edition.
Example: “Last Friday, I sent a newsletter on the three most common reasons why I see newsletters landing in spam: [reason 1], [reason 2], and [reason 3]. You can find it [here], and if you want to receive tips like this going forward, subscribe through the link below.”
If you’re attending networking or client events in the real world, the same idea applies. Let people know you have a newsletter and that you’re sending one or recently sent one on a topic they might find interesting.
This simple pattern gives you two additional opportunities to grow your audience and does so right around when you’re delivering the value.
Who Does This Well?
Check out Matt McGarry on LinkedIn. He maximizes every newsletter’s release window and is also a great example of how to promote lead magnets.
If you know any others who promote their newsletters well on LinkedIn, reply and let me know. I’m always on the lookout for excellent newsletters and operators, and I’ll send the first person who replies the following postcard (in the mail, of course).
This Week’s Postcard
Volkswagen Type 2 Microbus, the classic “VW bus”
Something from IRL
This summer, I went on my first hot air balloon ride in Temecula, California. It was a special experience with my dad and one of my younger brothers. Our pilot took us right over our Airbnb, so we were able to wave to my young sons, who were playing in the backyard with my wife and mom.
See You Next Week
That’s it for this edition of Priority Mail. Next up, one simple fix under the Audience Analytics category.
Until then, if you’re struggling to send a consistent, high-quality newsletter that keeps you top of mind with clients, I’d love to help.
Book time with me here.
We can take a look at your ESP setup, review a recent newsletter, or talk through your biggest pain points; whatever is most helpful.
Chris
GM at Future Forest
