Leigh asked me a great question yesterday. She wanted to know why her newsletter, which has over 5000 subscribers, generates very few client inquiries for her consultancy.
As Leigh was making a mistake, common to lots of newsletter publishers and bloggers, I thought I’d share my answer with you.
Building your list
The root cause of Leigh’s problem, is that she is doing everything possible to build her list. This is the mantra of pretty-much every content marketing guru and newsletter / blogging course out there.
It’s also total, utter bullshit.
If the purpose of your newsletter or blog is to generate business leads from prospective clients, then your focus should be on quality, not quantity. It’s about building meaningful, deep relationships with the right people, not shallow relationships, with a wide, vague readership.
For example: If you have just 50 engaged subscribers, who value your newsletter or blog and are a perfect fit for your services, you have a valuable list.
If, like Leigh, you have 5000 poorly-targeted people on a list, who you gained using list building techniques, you’re wasting your time and money.
An alternative approach
Get out of the list building mindset. Stop chasing the wrong numbers.
Instead, focus exclusively on earning the attention of your prospective clients. Learn about their most pressing challenges. Then, publish answers and ideas, which will help them. Become a valuable asset, before they need your services.
If you get too few client inquiries from your newsletter or blog, it’s probably because you’re building a list, rather than creating connections with prospective clients.
In short: Go deeper. Not wider.
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