So, first things first, let’s define what I mean by newsletter. If you’re old enough (ahem), the word likely brings to mind a folded four-page paper newsletter that you got monthly in the mail from say your church, community, or other groups. It featured announcements, meeting dates, and maybe even a member spotlight. It was how we kept in touch before Facebook groups and Slack revolutionized how we communicate.
And if that’s what you’re thinking of, your first reaction is probably “I don’t have time for creating that much more content!”
Excellent! Neither do I, so let’s simplify the idea of a newsletter. All I want you to do is regularly send something to your subscribers checking in with them and reminding them who you are and what you do. There are two main ways you can do this: a curated content newsletter or an exclusive content newsletter.
- Make it personal! – Don’t just drop a link to your latest blog post and run. Write 2-3 lines that are from YOU. It doesn’t have to be a novel, but make that personal connection with your subscribers and remind them that there’s a real live person behind your brand. It can be a blurb about what you’re reading, what’s going on in your life (that’s at least semi-relevant to your niche), or a peek behind the scenes.
- Recycle your content. – Let them know where you’ve been around the web lately or where you’ll be soon. Link to a recent Facebook post that’s been interactive, a recent guest post you’ve done, or tell them about an interview on a podcast that’s recent or upcoming so they can tune in.
- Include a clear Call to Action. – The point of an email list is to get them back to your site to take an action on something. Share your content, book your service, buy your product. Keep the promotional part of your email to about 10%, but make it clear and don’t give too many CTAs.
- Share the spotlight. – Feature a customer or community member. It serves as both a testimonial for you and spreads the love to your community. They’ll appreciate being featured, and it boosts your Know<Like<Trust factor all around.
Not every week needs to contain all of these items, but your subscribers will appreciate consistency. The great thing about this type of newsletter is that you aren’t having to sit down and come up with brand new, extra content. You’re curating it from things that already exist. Once you have a template going, you can knock this out in 20 minutes easy.
Essentially, this type of newsletter is like writing a blog post that only goes to your subscribers. This can be as simple as a behind the scenes feature or as involved as a free resource that is only available to subscribers. I like to write these for our lifestyle blog, Big Family Minimalist, as it allows me to share more personal facets of our journey with our subscribers that allows me to really connect with our follows and not have to worry about it being “polished” for a public blog post. Your exclusive content will depend on your business, but it can be a place to get a little vulnerable or something that packs a punch of extra value for your customers.
The exclusive content route is definitely a lot more involved than the curated content version, but the payoffs can be massive when it comes time to pitch them a product or service. By turning out exclusive content on a weekly basis, you’re training your subscribers to expect great resources from you. If you launch a new course after 2-3 months of sending weekly exclusive content on top of the other content you’re putting out on your blog and other channels, they will click and buy without hesitation because you’ve established both your expertise and your quality of work with them.
That said, I suggest going the exclusive content route only if busting out content is a strength of yours and you know you can commit to the extra work. If you’re producing 2-3 blog posts, a weekly YouTube video, regular social media content, and then adding on exclusive content for your list, you’ll burn out quickly if you don’t have methods and systems in place to make sure it all gets done. We’ll talk more about that soon!
Sending a consistent and frequent newsletter is important to the health of your list and you can read more about why in this post. If you think it’s too much work or too complicated, you need to scale back and choose a method that makes it simple. Don’t be afraid to create and use a curated content template. Anything sent out regularly is better than sending nothing until you’re ready to pitch your new product or service.
But I don’t have anything to say.
That’s what clients tell me when I mention that they should be sending out some sort of weekly newsletter. Yikes.
What they really mean is “I don’t have anything to sell.” For most of the clients I work with, they have only been using their list to pitch their subscribers a product or service. Usually, when they come to me it’s because they want help getting people on their list by way of new forms or lead magnets, and sometimes even a welcome sequence.
And then I baffle them by saying “Cool! So what do your subscribers get after this?”
I’ve heard every excuse under the sun for why people aren’t sending out a newsletter, and I’m here to tell you that they are all bullshit.
If you have an email list, you need to be sending out a weekly newsletter. Period. If the term “Newsletter” is throwing you off, check out this post I wrote about WHAT you should be sending. But for now, I want to focus on the WHY.
Your subscribers expect it from you.
Simply put, your subscribers signed up for this. They put their name and email in a form and said: “Yes, I want to hear from you.” So let them hear from you! This right here is the first step in setting up the expectation that you will follow through on what you’ll say you’ll do. If your newsletter subscription box said they’ll receive regular content, then guess what? Those subscribers are expecting regular content from you.
Oh, and if I had a dollar for every time someone told me “but every time I send, I get so many unsubscribes, and I can’t afford people unsubscribing.” Uhm, yes, you can. Unsubscribes are part of the natural lifecycle of your list. You WANT people to unsubscribe, so please don’t use that as an excuse not to send regular content.
It keeps your list from going stale. (Spam, open rates, etc)
Lists can go stale just like bread. I’d rather see a client come in with no list at all than a list of 3000 that they haven’t send to in nine months. When you let your list go stale, people forget about you. When people forget about you, they aren’t likely to open the next email you finally send out. When your open rate is low, you get sent to spam more often. And when you start getting sent automatically to spam often enough, you will have a heck of a time digging back out of that hole and reaching people’s inboxes again.
Prevention is simple, send often! And if you have a list that’s already stale and this scared you, start sending again sooner rather than later, but take the time to do some list maintenance while you’re at it. (Learn more about that here.)
It adds to your Know<Like<Trust value.
People buy from people. Your weekly newsletter is an opportunity to connect with your audience. Establish your expertise by providing value each and every week. And don’t forget to make it a two-way conversation by inviting them to reply or interact with you in some way.
The only way to hurt your brand by sending every week is to use your newsletter to shove your product or service down your subscribers’ throats. Don’t do that.
It can increase traffic to your site.
The main reason you have a newsletter is so that you can stay in touch with people that you hope will eventually buy your product or service. They make those purchases by coming back to your website, therefore the most basic goal of any email you send is to get people back to your site. So create CTAs that invite people back to your site. Don’t send your entire blog post in your subscribers, just send a teaser with a link back to your blog for them to read the rest.
And if you’re following the Exclusive Content newsletter model, give them another reason to click back like an additional resource or a link to a related blog post.
It’s not as difficult or time-consuming as you think.
Seriously, if your reason why not is because you don’t have the time or think it’s difficult–you’re creating excuses out of nowhere. If you’re really pressed for time, use the Curated Content model. Recycle content from other streams (your blog, your social media, your Facebook group, etc) and stick to a simple template. You can easily put out your newsletter in 20 minutes each week.
If it feels complicated, scale it down to something that feels simple, even if that means you’re just sending a quick 3-line note and a link to your latest blog post. Anything is better than nothing and the extra bit of effort will pay off when it’s time to leverage your list for your next product launch.
Sending a regular newsletter is the simplest way to keep your email list healthy and engaged. Properly nurturing your list during the period between welcoming and pitching your next product can have a drastic effect on your conversion rates. But remember, nurturing means providing resources and connecting with your audience, not hammering them with blatant sales pitches every week. Provide value and plenty of opportunities for your subscribers to connect with you and I can promise you’ll see better results on your next launch.
Disclosure: Some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
I recently made the case for having and using fewer apps (phone apps, computer apps, web apps—all of the tools, resources, and platforms we are bombarded with as business owners). So today I want to talk about which apps I’ve chosen to invest in and why.
Every business should have a few core apps that are used to run the majority of their systems. The fewer there are, the leaner and simpler your business will run. Fewer overhead costs, fewer passwords to remember, and less brainpower needed for your day-to-day tasks.
So without further ado, let’s dive into the core apps I use:
Without a doubt, this is my absolute core app for my business. If you are any sort of coach, designer, or other service provider, this may be a great fit for you! If you’re a Maker, it might not be. Dubsado houses my forms, questionnaires, proposals, contracts, invoices, client portal, process checklists, and even my bookkeeping. Once upon a time, I had separate tools for most of these tasks, and I don’t miss that one bit.
If you’re in business online, you need an email list—it’s non-negotiable. I won’t wax poetic about the importance of email marketing in this post, but suffice it to say it’s so important that your email marketing platform is automatically a core app. For my business, I chose ConvertKit. It provides a lot of flexibility for the type of business I have, and it’s automation and segmentation features are top-notch. If you are a product-based business, super budget-conscious, or for some other reasons feel the need for “pretty” emails, then I would recommend MailChimp. If you are a blogger or content creator, ConvertKit is absolutely worth the investment.
This is another wonderful multi-tasking tool and if you’re a content creator, add this one to your toolbox. CoSchedule serves as both an editorial calendar (for all types of media, not just WordPress) and a social media scheduler. I love that it does the heavy lifting of deciding when to post to my channels–it’s like having a social media manager, without having to hire a social media manager.
G Suite (formerly Google Apps for Work)
I waffled on including this in my core, but it really does belong here. Your business email is important. If you’re still using firstname.lastname@example.org or your email is part of your hosting account, I urge you to invest in the $5/month for this email solution. The former is simply unprofessional (and yes, your potential clients notice) and the latter puts you at unnecessary risk of being unreachable if your site goes down (and that’s particularly important if you’re on shared hosting). This is an inexpensive fix that will save you a lot of headache down the road. Not to mention, the features of G Suite allow for amazing automation that will make managing your inbox a breeze. P.S. You can use these coupon codes for 20% your first year – MA4WAVA4L9QX9GT (for the G Suite Basic Plan) or W7XPREGEFUAKG7L (for the G Suite Business Plan).
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Okay, so those are my absolute core apps. If I was weathering a financial storm that sent me to bare bones, these are the ones I would absolutely find a way to keep paying for. The next set of apps are my “nice to have”.
Okay, so this one is almost a bridge to my core apps. I would fight to keep it, but ultimately, there is a free option that I could move down to if needed. If you offer appointments of any kind, Acuity Scheduling is like a personal assistant that doesn’t need to take sick days. If you book any sort of session with me, you’ll see it in action. It helps you find a time, collects the information I need to make your session a breeze, and if necessary, takes your payment. And it even sends reminders to both of us (and that’s drastically reduced the number of no-shows I was dealing with).
Again, there’s a free version of this that may work for some people. Zoom integrates beautifully with Acuity Scheduling so each appointment is booked with a meeting link. Audio-only, video, or screen-sharing calls are all supported and you can record the session with a click. It even offers webinars as an add-on so you can hold workshops without setting up yet another tool.
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And now for the free apps that simply make my life easier:
This is included in G Suite, or with your free Gmail account if I didn’t sell you on upgrading. If anything you do involves sharing any sort of file with your clients, this is a simple solution. Not to mention, storing client files in the cloud protects you from inevitable computer crashes and allows you to work on the fly. Of course, there are options like DropBox, OneDrive, and many others—but for simplicity’s sake, you probably already have this, so use it. I consider it part of my G Suite core but thought it deserved it’s own mention, same goes for the next app.
I’ve talked before about the importance of using a digital calendar. Again, it’s free and already included with accounts you surely have. I have mine synced with Dubsado and Acuity and I’d be lost without it. The reminder feature has been a great addition and I use it frequently.
Trello or Asana
Confession, I have both of these still, but there’s really no reason for you to have both. If you are a list person, go with Asana, if you’re more visual, Trello is probably the right tool for you. Or maybe you don’t need either one, and that’s cool, too. Right now, I primarily use Asana with my main retainer client because it was the best for their business model and their team was familiar with it. Personally, Trello eventually grew on me and it seems to be easier for my husband to use since it’s more visual. It’s my catch-all for ideas, login info, and bookmarks. It is one of the few areas that contains both business and personal, but it handles it beautifully and replaced a handful of apps. Note: if you are only using it for business, you’ll find similar features in Dubsado. I’ve been using Trello since before Dubsado added task boards and just haven’t made time to transfer my data over.
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There are a handful of other apps and tools I use, but these are what’s in my basic toolbox and what I would recommend any new business owner invest time, money and energy into. If you’re missing any of these basic functions, I urge you to consider your options and cover these bases. At the very least you need:
- A CRM (customer relationship manager)
- A bookkeeping/invoicing system
- An email marketing platform
- An email service provider
- A calendar and a project manager (but can be analog if you’re a solopreneur)
Anything beyond these is completely dependent on the type of business you’re running. A photographer will need something different than an apparel designer or other product maker. A content creator’s toolbox will look different than a graphic designer’s.
What core apps do you find invaluable in your business? I’d love to hear!
If you’re looking for a customized recommendation for tools that fit your business and personality, I would love to have you book a Business Systems Strategy Session!
If you’re like me, your social media feeds are filled with tutorials and sponsored ads for various apps, tools, and platforms that say they’ll help you streamline your business and double your revenue. Seriously, google “project management” or “Asana” once and those lovely algorithms will have you seeing tools like this everywhere you go. Dive into any entrepreneur community and you’ll see discussions galore about which ones are better, and people shoving affiliate links each other. Don’t get me wrong, they do it with the best of intentions, but for an overwhelmed entrepreneur, this simply isn’t helpful.
And worse, some of us are prone to going to the shiny object syndrome of new tools. We want to try them all and spend so much time setting new ones up, learning their features, and transferring our data—that’s time we really ought to be working in or on our business. “Free Trials” have made this even worse because the only thing we have to give up is time and brain power (and for some reason, we subconsciously value those less than money).
So let me make the case for fewer apps.
Note: In this case, I’m going to use “app” to refer to everything from apps on your mobile phone, to apps on your laptop or desktop, to web apps. It’s a broad paintbrush for all of those tools and platforms we might be using in our business.
The more apps you have, the more time you spend looking at apps. And unless you’re an app developer, that’s probably not the most productive thing for your business.
“There’s an app for that”
Just because there is an app for that, doesn’t mean you should download it. Do you really need an app for that? Do you already have an app that can do that? I found myself looking at task/reminder apps the other day, but I already have Trello, Evernote, and Gmail which can effectively do just that thing. I also at one point had an app for dutch oven cook times. Seriously, a printed version tossed in the camping cookbook worked just as well (and was still available when my phone died).
Also, just because it’s a free app doesn’t mean you need to use it. Just sayin’.
Having too many apps is counterproductive to using them to streamline.
Having more apps than necessary complicates your business systems. More moving pieces means more things likely to break. It also means more for you to remember. I’m sure you’ve been there. Did I write that down in Evernote or make a card in Trello? Maybe it’s in the client notes on Dubsado. Or maybe the pad of sticky notes I spilled coffee on yesterday. Ugh.
It costs money.
Ah, I could go on for ages about why having fewer overhead costs is good for your business, and maybe someday soon I’ll write a post dedicated to running a lean business. Most of the good apps, to get the features we want, cost money. Most of them aren’t that expensive, but those little monthly subscriptions add up fast. And those annual ones are easy to forget about when you’re factoring your costs. Really evaluate an app before you shell out money for it. Is the free version good enough? Is there a cheaper alternative? Is there a direct revenue benefit with this purchase?
Good areas to drop money on a good app are where your money is managed, or you can avoid hiring someone. That means paying for a good CRM to manage your invoices, a good bookkeeping app, and a reliable social media scheduler. These may vary depending on your particular business and skills, but I find these three + an email marketing platform are the core apps that every online business needs.
Take a look at what apps you’re paying for. Be sure to look for those forgotten annual payments. And then look at all of the apps on your phone. How many do you use on a daily basis? How many on weekly basis? Anything not in those two groups could probably be discarded. Freeing up valuable resources in your business starts with reducing the amount of tools you rely on and make sure you’re squeezing every drop out of the ones you keep.
What apps can you not live without? Are there any that you feel you should be using better? Which apps were quick deletes? I’d love to know.
Disclosure: Some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
After many rounds of burnout, I’ve learned a couple of things. Mostly, I’ve gotten really familiar with the symptoms leading up to it. Today we’re going to talk about one in particular: overwhelm.
Overwhelm isn’t pretty, and we experience it so often in the early stages of our businesses that we become somewhat numb to it. By the time we’re nearing burnout, it goes to crazy lengths to get noticed.
Maybe this sounds familiar to you: It’s Thursday morning and you know you have a ton of deadlines on Friday, no clue where the rest of the week went, and you feel like you’ve accomplished nothing. Your to-do list (that’s mostly in your head still) feels like a Hydra, with a couple more tasks being tacked on each time you check one off. Figuring out what to work on feels almost as impossible as getting it all done. And as your chest starts to feel tight with anxiety, every form of distraction is suddenly vying for your attention.
You, my friend, are deep in overwhelm. I’m more than familiar with it myself. And after going round after round with it, I’ve landed on one thing that helps give immediate relief.
A simple notebook.
A little anti-climatic, right? But that’s kind of the point. When you’re so deep in the weeds that you feel like you’re never getting out, a complicated system is certainly not going to help. You need something simple and effective to get you moving in the right direction again. So, friend, I give you the simple notebook.
Whatever you have on hand will work. Don’t feel like you need a new Leutchurn or Moleskine. In fact, a fancy notebook will hurt the process if you’re any type of perfectionist like me. Just a small notebook you can easily carry around.
Open it up to the first page and just start spilling all of the tasks you need to do. Don’t filter, categorize, or prioritize—just write.
[Don’t worry, I’ll wait patiently for you right here while you do this.]
Got it all out? Great. Don’t worry if you missed something. The moment you remember it, jot it down. That’s one reason I said a small notebook that you can carry with you. Keep it in your pocket, purse, whatever and add things as soon as you can after thinking of them.
Don’t you feel better already? No? Still feel that soul-crushing overwhelm and wondering why on earth you managed to fill three pages front and back with shit you need to do?
Either way, we’re going to move on. Scan that list and see if there’s anything you wrote down that you really just don’t need to devote your energy to. Found something? Good, cross that off and don’t bother thinking about it again.
See some things on there you can delegate to someone else? Good, write them an email, shoot them a text, whatever you need to do and then write DLG next to those tasks. Don’t take too long giving any more instruction than necessary on these. Just delegate it right off of your plate and call it good. Don’t worry, we’ll come back and follow up on these if necessary.
Now, look down the list again and find some quick wins. Need to make or cancel an appointment? Do it now. Need to order dog food? Get that done real quick. We’re looking for things that can be done in under 2 minutes, preferably without moving from where you’re sitting. Set a timer for 15-20 minutes and get as many of these knocked out as possible. And for the love of everything, don’t let yourself get distracted by your inbox, Facebook, or anything else like that.
[Don’t worry, I’ll wait patiently again. Task, check, task, check, task, check.]
I bet that was a third of your list, wasn’t it? Feeling any better yet?
Next up, we’re looking for things that you need to be in a specific place to do, which means you obviously aren’t going to do them right now. If it’s something that has a specific date/time, go ahead and put it on your digital calendar, remember to set a reminder or two for it. For anything else, flip about halfway back through your book, and mark the page somehow. Fold the corner, add a sticky flag, or stick a paperclip there. Write “Errands” across the top of the page. Copy over any tasks from your main list that are appropriate here. Take the bike to the shop for a new tire. Grab face wash at Target.
Flip to the next page and label it @HOME and one more page and label it @WORK. Copy appropriate tasks over from the main list. And yes, this applies even if you work from home. Household tasks in one place and work-related in another. Again, don’t filter, don’t prioritize. Just copy them over.
Okay, I hope that by this point, you’re feeling at least a little bit better. Your brain should be calming down some since you aren’t relying on it to remember every little thing. You got some quick wins in and crossed a lot of little tasks off already. And now the bulk of the tasks are getting sorted into smaller lists, which should feel more manageable.
If there’s anything else left on your main list right now, consider where it should go. Some people might benefit from a fourth list called @PERSONAL. One of my most used is @JOSH – this is where I put things I want to talk to my husband about. It helps with the “I know was going to tell you about something, but I can’t remember what it was!” moments. I have those often. I also have one called @IDEAS where I store things that I would like to do, but simply aren’t priorities right now. Book recommendations, business ideas, etc go here so they aren’t taking up daily mental space or clogging up the actual priorities.
Just don’t overcomplicate your lists. I don’t feel like I can overstate the importance of keeping this simple. You want as few lists as possible and they should be defined enough that you never wonder which list something belongs on.
Now that we’re through the initial setup phase, let’s talk about actually using this system to keep overwhelm at bay.
1. Add things to it daily.
Multiple times a day, even. Seriously, don’t rely on your brain. If it has a date/time, it goes on your digital calendar, everything else goes straight to your list. If you’re in a hurry, tack it on to your list at the front (I call it @INBOX). If you have a second, add it to the appropriate segmented list.
2. Review it daily.
As part of your morning routine, go through the @INBOX list the same way we did earlier. Mark off things that should never have made the list, delegate what you can, take care of the quick wins, and move anything else to its appropriate list. This is a good time to follow up on anything previously delegated, too. Mark it off if it doesn’t need any further follow-up.
3. Do the things.
Each day, pick 2-3 things off your segments and get them done. If it’s something that’s a bigger project and you need to break it down, start a new list on the next page called @PROJECTNAME and break it down. My formula for what to pick is deadlines first, other priorities second, emergent tasks last.
4. Check back in.
If you practice these habits every day, it will help keep away the overwhelm. If you feel it creeping back in, start back at the beginning with brain dumping everything and sorting it again.
And that’s it, that’s my simple solution for combatting overwhelm. It’s as simple as a notebook and some daily habits. Even without the daily habits, brain-dumping and sorting can bring immediate relief from overwhelm. But the daily habits will help you break the vicious cycle you may be finding yourself in.
Note: This method can be created using a digital tool like Evernote or Trello, but it’s often more effective in the analog form. Calendars are the only thing I strongly recommend be done digitally because setting automated reminders takes an immediate weight off of your brain.
Related Read: Zen To Done (ZTD): The Simple Productivity System by Leo Babauta (or go more in-depth with his ebook here)