Michael Katz – Create Exceptional Email Newsletters

Quickly learn a step-by-step approach to developing an exceptional email newsletter for your solo professional business.

This course is for you if…

• … you work solo. As a solo, you have a huge marketing advantage… it’s called YOU. You’ll learn how to tell stories, use your authentic voice, express a point of view, and stand out from the crowd of competitors.
• … you sell a professional service. You’re an attorney, financial planner, consultant, coach, recruiter, writer, advisor, etc. Any field in which trust is an essential part of being hired. You’ll learn how to stand out as a knowledgeable, friendly, likeable expert.
• … you cringe at the thought of “hard selling.” Me too. This course is the opposite of that. I’ll show you how to make the phone ring by creating and sharing content that helps prospects and others notice you, sample you, share you, and call you.
• … you’re really good at whatever it is you do. But, like me in 2000, you need help getting more of the clients you want.

There’s nothing “hard sell” about a newsletter

Your newsletter is like a magazine. It’s not a sales pitch and it’s not an advertisement. Done well, it’s not even really about you – it’s about offering useful information that prospective clients want to read. That’s the formula that makes it so effective.

So, like creating a magazine, we’ll be working on three parts: Content (the words), Format (the way it looks) and Delivery (the mechanism for sending it to people).

We’ll go step-by-step through each part, diving deep on all of it. And don’t worry – while there are many elements, once you have it explained and you see it laid out in front of you, you’ll find that none of it is all that complicated.

What You’ll Learn In Create Exceptional Email Newsletters

Module 1 – Getting Started: What you need to know to begin

• How and why an email newsletter brings you clients
• Three big newsletter challenges (and how to overcome them)
• 7 Secrets of a successful email newsletter
• Key beginner mistakes to avoid

Module 2 – What to Write About: Developing topics that resonate with your audience

• How to identify your expertise
• How to identify your perfect client
• How to decide what to write about
• How to identify an endless supply of fresh, useful content

Module 3 – How to Write: Simple ideas and techniques for making writing easier

• Finding – and using – your unique, authentic voice
• The importance of writing with detail
• The “I can’t write” obstacle and how to overcome it

Module 4 – The Simple Content Formula: Using stories and personal experiences to maximize connection

• Why personal stories are so powerful
• How to weave personal stories into your newsletter
• A simple article structure for any newsletter

Module 5 – Newsletter Layout: Creating a structure that works best for you and your audience

• Developing your standard layout
• Creating a “layout skeleton”
• Headers and subheaders and why they matter (a lot)
• Balancing useful vs. promotional content

Module 6 – Formatting Do’s, Don’t’s and Insights: Tips and guidelines for improving readability and impact

• Optimizing newsletter length
• Whether or not to require a “click to read”
• Understanding which format types are the most effective
• Formatting for smartphones and tablets

Module 7 – Expanding Your Reach: Leveraging your content in multiple ways

• Integrating and maximizing social media
• Blog, newsletter or both?
• (Many) additional uses for your newsletter content

Module 8 – Email Vendors and Additional Support: Building a team for maximum efficiency and results

• Email Vendors – why you need one; what to look for
• Do you need a designer?
• Do you need a tech resource?
• Do you need an editor?
• Do you need a virtual assistant?

Module 9 – How to grow your list: Proven tactics for increasing audience size

• Start with the people you know
• Optimize your web site
• Share your content broadly
• Leverage public speaking opportunities
• How to grow without spamming people

Module 10 – Delivery Logistics: Tips and guidelines for in-box success

• When and how often to publish
• How to get your newsletter opened
• Welcoming new subscribers
• Managing “bounce-backs”
• Measuring success
• Staying motivated!

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