Newsletters — The Best Specialty for an Aspiring Freelance Writer
Everything has changed in the last five months. But you already knew that.
What you may not realize is that for those of us in the business of developing and writing email newsletters for others, business has never been better. I hesitate to say it because I know that for a lot of people, things are as tough as ever.
But the fact is, companies continue to need marketing.
And now, with nearly all the in-person, face-to-face avenues for generating leads and sales shut down, the demand for email newsletters — and the opportunity they provide for “virtual networking” — is exploding.
If you add newsletters to your repertoire of services offered, your business can ride this wave, too.
Why are newsletters so valuable? Well, consider what happened to me recently …
I was in Harvard Square in Cambridge, Massachusetts.
I couldn’t have been on the street for more than 10 seconds. That’s how long it takes to walk from the parking lot to the front door of the Sheraton Commander Hotel.
But as I did, I heard a car horn. It was my friend Ed, who just happened to be driving by at the exact same moment.
I waved — and walked into the hotel lobby, still amazed at the coincidence:
- I hadn’t been in Harvard Square in at least a year. I hadn’t been on that stretch of sidewalk for at least five.
- I checked with Ed later. He drives by that hotel just once each week on the way to a client.
Ten seconds’ difference for either one of us and we would have missed each other. The odds of Ed and me being at that exact same spot at the exact same time were exceedingly small.
And as much fun as it was to cross paths that way, if I told you this was my preferred method for keeping in touch with friends, you’d rightfully respond with some version of, “Come again?”
That kind of totally random, once in a blue moon event is not a reliable way to establish or maintain a relationship.
And yet, for many professionals (financial planners, consultants, attorneys, coaches, etc.), that’s more or less how their marketing works.
Every time they go to a business event, or meet a stranger, or write an article, or post on social media, or give a presentation, they’ve got just one thought:
“How do I turn the other person into a client?”
That would be nice if it worked, of course, but it comes with two big hurdles. Not only does the other person have to need/want what they’re selling, they have to need/want it right now, at that exact same time.
If they needed it last month and already hired someone, it’s too late. If they won’t need it for another month — or year, or five years — it’s too early.
Timing — a variable that has nothing to do with someone’s skills or the quality of what they’re offering — is a critical factor in selling anything.
But what if you could remove timing from the equation?
What if, to use my Harvard Square example, these professionals were permanently visible there on that sidewalk? Now, it wouldn’t matter when Ed drove by — the odds of them intersecting would rise considerably.
Newsletters Work Because They Repeat
I’ve been helping professionals publish email newsletters for 20 years.
What I’ve discovered is that as long as they continue to stay in front of people, over and over again, some of those people hire them.
When? It varies. Five minutes for some people, five years for others.
But it doesn’t matter. As long as they keep publishing, they have removed timing from the equation.
It’s always been incredibly powerful. But today, with so many other promotional avenues shut down, email newsletters are the obvious choice.
But wait, it gets better. When you take on an email newsletter client and help them publish quality content month after month, you get paid, month after month.
These aren’t one-time projects — these are revenue annuities. My longest tenured client has been with me for 18 years.
Here’s the Bottom Line …
When it comes to marketing, I’m not that interested in things that only happen once, no matter how big. The newspaper profile story, the keynote speech, the guest blog post, even publishing a book.
Those may be fun, but in terms of generating business, in my experience, they don’t lead to much.
Instead, the key is to keep showing up, over and over and over again. If you can help your clients do that, especially now that in-person events and networking are shut down, you’ll build a business that will grow and grow, year after year.
Do you have any questions about getting started as a newsletter writer right now? Please share them below so we can point you to more resources.
Editorial Note: Marketers NEED to keep in touch with their customers — and digital marketing is their most obvious and timely option right now. And you can help them!
Learn one simple skill and you’ll have steady writing work helping businesses stay top of mind. Plus, you’ll be in a position to earn $800-$2,000 per month per client.
The projects follow a simple formula, and you just need someone skilled to show you the ropes. Michael Katz can teach you all you need to know, quickly.
This is one of my favorite retainer projects for writers. Go here now to learn more about them …
Creating Email Newsletters for Professional Service Firms
Imagine enjoying the writer’s life — the freedom, the pay, the satisfaction of helping businesses — while writing short, fun content. Discover a little-known-but-extremely-profitable writing niche.
Learn More »