My E-Newsletter Physical Process

Story: Kirstin meets and discusses my process to set up and publish her e-newsletter

After working on a number of replies to clients during the morning, Kirstin made sure she was prepared for the Zoom meeting she had booked with me at 1:30 this Friday afternoon. She had left me this message with the booking two days ago

“Hi Stephan,

“I was impressed by your email promotion for your e-newsletter services for lifestyle coaches. Well crafted; hit all the key points. I saved it. Last night, after waking in a panic, I remembered your email promotion and ran to my computer to find it.

“I panicked because I promised my clients their first e-newsletter this coming Tuesday. The problem is I have nothing prepared–no setup, no design, article not written, nor a special quote.

“I am doing a promotional webinar Saturday morning for a new course I’ve prepared and am putting together the final presentation the next two days. I hope to write the e-newsletter’s main article Saturday afternoon.

“I’ll use my design skills and do that part Monday. I’m begging for a rush-rescue for the rest of the setup-tech help and whatever else needs doing. I’ll tell my people I goofed in an email and move the start to Friday.

“I need your services. I have too much on my plate to do it myself. And not doing it is not an option. I’m prepared to pay extra for this “rush” situation. I’m just hopeful you can fit me into your schedule.

“Thanks, Kirstin”

“Normally I would have declined your ‘rush’ job. However, your willingness to do a lot of the work won me over. I like your honesty–admitting ‘you goofed’ to your people to explain moving the start to Friday.

“Your mission and clientele fits the type of coaching businesses I serve. And clearly you are well established. Your knowledge and expertise show in your website and social media. You connect well with your audience.

“I like a minimum of two weeks lead time to get things set up. But with you doing the design work and writing the initial article, that’s enough time to make it work. I’ll see you Monday at 1:30.

“Sincerely, Stephan”

When Kirstin showed up to my Zoom Room, I let her in.

“Hi Kirstin, welcome to my E-Newsletter Intake Process.”

“Thank-you. I’m relieved you were willing and able to accommodate me?”

“You’re welcome. Do you have any questions before we get started?”

“Will you tell me what all is covered in your services.”

“Sure.

• The initial set up meeting we’re having right now.
• Determining the target audience characteristics or demographics.
• Brainstorming the subject matter to choose from.
• Setting the tone of the newsletter.
• Learning your voice and style and integrating it into the content.
• Creating the design.
• Creating a brief blurb about you at the bottom of the page.
• Determining the name and subheading of the newsletter.
• Setting up the layout (sectioning).
• Creating the overall strategy or purpose of the newsletter.
• Setting up your newsletter account with MailChimp.
• Integrating it into the production schedule and having my team format each newsletter for publication.
• Meeting each month on Zoom or via phone to discuss the content for that month’s newsletter.
• Writing the content.
• Inserting the written content into the newsletter format and delivering it on an agreed on day.

“My writing to publishing process goes like this…

• “I begin by writing the first draft.
• “You review it and approve or suggest changes.
• “I write the second draft making the requested changes.
• “You review it and approve.
• “Then I format it, and you preview the final format one week before publication and make suggested tweaks if any.
• “The final preview with tweaks is moved into publishing mode.
• “The e-newsletter is published using your list on the designated day.
• “This process is repeated every month for monthly newsletters and approximately every 11 days for twice a month.”

“So, I only have to meet with you on the phone or via Zoom once a month for thirty minutes or less and you do all the rest?”

“Yes. Along with the three reviews I just mentioned.”

“I like that. What do you charge for this work?”

“My setup fee, which covers everything I mentioned, is normally $5000. But since you’ve done the design work and written the content of the first e-newsletter which is included, I’ll credit you $1750. I do have to add back a little for this rush job–$250. So, today’s investment is $3500. I charge $750 for each e-newsletter which I bill quarterly-$2250. The first quarter starts with the second e-newsletter if we’re doing it monthly. Will this work for you?”

“Yes. You gave me a generous credit for design work. Is that what you pay your designer?”

“Yes. Let’s run through 14 areas that will help me get to know you and your tribe so I can write your newsletter as if I were you. This will let your clients and prospects get to know, like and trust you.” We answered the questions and filled out the statements.

“1. What are you an expert in–the things you know those outside your industry don’t? What questions do you get from friends or relatives about something in your field?

“2. What makes you and your services unique or different beyond what your competitors claim? Is there an angle we can highlight?

“3. Who’s your target audience? What’s her/his appearance, age, sex, job title, type of business, years of experience, education level, and living situation? Are they familiar with your services and terminology? What else?

“4. What topics does your audience desire to learn? Do you have a place to file topic ideas that come to you?

“5. Who is “talking” in your e-newsletter? If it’s you, share your background, decide how formal you will be, and whether you’re an expert, a peer, a guru, or a service provider.

“6. I have found keeping the newsletter format simple is best. Here’s my favorite format, top to bottom:

• “Newsletter title–must be interesting, intriguing, catchy–more style or theme than substance.
• “Subheading–tells current subscribers and newbies what they signed up for and what’s in here.
• “Intro section–a warm greeting, a synopsis of the contents, your signature and title and a picture of you
• “The title of the main article followed by the article.
• “Social media icons and links to the archive and sign up for anything new
• “Share intriguing insights/thoughts (useful and powerful) briefly
• “Promotion of events, awards, announcement, new products
• “Brief “about you and your service with link to “about page” on website
• “Copyright, unsubscribe, contact information listed
• “Statement attributing the production to me in small letters at the bottom.

“7. The newsletter comes from your name or your company name (or both).

“8. If a reader clicks “Reply,” to what email address will their reply be sent? A separate “E-newsletter Inbox” is wise, so you can easily sort newsletter email from all the other mail.

“9. Do you want your newsletter published monthly, bi-monthly, or weekly? What day will we publish on–i.e. third Thursday or second Wednesday? Your readers like consistency on a regular basis.

“10. Some new contacts you’ll enter manually, but most new signups are captured by a signup box in the footer of your website (put there by code). Most coaching businesses, need only the email address, first name, and last name in the signup box.

“12. New subscribers receive a WELCOME LETTER (via email) when they sign up. It says, ‘Welcome! Thank you for subscribing to… [Name of newsletter and subheading]. This monthly E-newsletter is for … and covers … . It will be emailed to you at this address each month on the … . You may remove yourself from this list at any time using our easy, one-click unsubscribe instructions. To help ensure that future e-newsletters arrive safely in your in-box, please add our email address above to your email ‘contacts’ list. Best regards, and thank you again for your interest.’ [handwritten signature] Name, Title, Company name

“13. The ‘forward to a friend’ message says, ‘You’ll love this e-newsletter. It features… [the subject]. I liked its unusual approach. Check it out and let me know what you think.’ Or words to that effect.

“14. Finally, it’s time for an ‘About Us’ text of one or two-sentences with a link to more info on your website.

“That’s it. I now have all the information I need to create e-newsletters designed for your readers that will sound like they came directly from you.

“Do you have the writing for the first email, and the design you want?”

“Yes, I’ll email them to you right now. I left the picture selection to you.”

“That’s fine, I just sent you the flat fee investment invoice. You can pay at my PayPal account. Do you have any more questions? I’ll email you a reminder for our next newsletter subject meeting a few days before the scheduled meeting we’ve arranged. Thanks for your business.”

If you’re ready to have me write and publish your e-newsletter, take a moment and sign up on my appointment calendar for the next available time.