When your business revolves around having a great rapport with your clients and a strong, positive personal brand, email marketing should be one of your highest priorities. Emails reach directly into your audience’s daily lives, promoting you gently and consistently – and your email newsletter is the core of the whole marketing campaign.
I don’t say that flippantly – your email newsletter really is the centre of your brand awareness. Let’s take a look at why.
1 - Being Top of Mind
When a potential customer needs the service you provide, you don’t want them going to a competitor. You want them coming to you right away, as if there’s no other option to even consider.
Being top of mind is exactly that – you hold the position at the very top of their mind. They know you, they like you, they trust you, and they think of you first.
How does your email newsletter serve this idea? Through consistent and regular contact. It’s rare that choosing a coach is a quick decision – far from it. The chances are high that they’ve deliberated over the idea for weeks, even months, before making a final choice. They’ve visited websites, read articles, browsed testimonials… and then they select someone to reinvigorate their life – they choose you.
They choose you because they’ve seen your name every week in their inbox. They choose you because they’ve read some of your content, and it’s been engaging. They choose you because you’re familiar and trusted. You are top of their mind.
2 - Educating Your Audience
Your customers are coming to you because you know something they don’t – that’s the whole essence of coaching. But the more they know, the more they will feel comfortable, and it’s that comfort that enables them to make that final push and move forward with your service.
Your email newsletter is a key component to getting your audience to a position of comfort and knowledge, by educating them along the way.
With each week that passes and each newsletter read, they know a little bit more about your specialism. Not enough to run off and teach it themselves, of course, but enough to feel that when they do choose you, they’re making an informed decision.
When you educate your audience, you build comfort and trust – your email newsletter makes that easy.
3 - Getting to Know You
Coaching is a very personal thing, and building trust is vital. When you share your personal experiences and discuss your story, a connection is formed, and all-important trust soon follows.
Your email newsletter is a great way for your audience to get to know you. Beyond the somewhat-static image you present on your professional website, your email newsletter is more fluid and can react to the events of the day, whether that be something small that just happened to you, or a comment on a wider global happening.
With a little glimpse into your life and your thoughts each week, your audience stops thinking of you as a distant entity promoting a product and starts to see you as a trusted friend.
4 - Driving Traffic
Email newsletters encourage action. While a major action would be a push to subscribe to your service, more minor ones include visiting your website, joining you on other social channels, or reading past articles and blogs.
Your email letter helps keep your audience engaged, bringing them over time into the larger sphere of your influence. Through this initial point of contact, you encourage an ongoing connection.
5 - Sharing Your Wins
When you have a potential customer needing that final little nudge, often the thing that pushes them fully into your embrace will be seeing how you’ve helped others. Using your newsletter to highlight how well your course and involvement has helped others is a perfect way to bring your successes to light.
- Won an award? Frame a newsletter around it.
- Received a dazzling testimonial? End a newsletter with it.
- Got a celebrity endorsement? Share your enthusiasm in your newsletter.
- Helped someone in a particular encouraging way? Use your newsletter to link to a case study or article about it on your website.
When you share your wins with your audience, you let them feel part of that success.
Getting Your Email Newsletter Right with Nathan Littleton
It’s not just about having a newsletter – you also have to make sure it’s engaging, well-timed, properly delivered and, well… right! That’s where I can help you. I’m Nathan Littleton, an email marketing specialist, and I’m keen to help you make the most of your email marketing. I understand the power that email offers – working together, we can boost your audience engagement and conversions so that you’re truly benefiting from your platform.
To discuss your coaching business with me and learn how to position your email newsletter to build a larger, stable client base, book a meeting now.
