What's the point of this newsletter?

Dear reader,

When was the last time you stopped to think about the purpose of your newsletter?

Was it a day ago…a month ago…a year ago? Never?!

If you have given it some thought, tell me: What is the point of your newsletter?

Seriously.

Reply to this email and let me know what your newsletter is and what its purpose is. I’d love to chat.

But before you do, let me be clear:

As an example, let me share the point of my newsletter with you.

My newsletter teaches SMBs how to use email marketing to engage their audience and grow their business.

So, if you’re the entrepreneur of a small to medium-sized business and you see the value in email marketing, my newsletter will help you maximise that value.

Or at least that’s the goal.

Now, the reason ‘sales’ isn’t an answer is that almost every bloody email is trying to get its reader to act on something that eventually leads to a sale. Moreover, people don’t want to be sold to, they want their problems solved.

The fact that your blue jeans are on sale for 20% off isn’t a big deal to me unless I’m in the market to buy blue jeans today.

However, an email from a blue jean company that’s sent to me on a Wednesday that says, “You’re not going to wash those dirty jeans in the corner of your room by the time you’re invited out for weekend drinks — let us get you a new pair by Friday for 20% off.”

DUDE! NOW YOU’VE GOT MY ATTENTION.

The point of that specific newsletter was to solve someone’s laundry problem before the weekend hits and they have nothing to wear. 

You still mentioned the sale but the sale was just a bonus.

Are you pickin’ up what I’m puttin’ down, friend?

Good.

Before you send your next newsletter, make sure that the point of the email is crystal clear.

Cheers,Andrew