We should do a newsletter--We really should

The timing is uncanny. I just got finished writing another company's newsletter. Then I got a phone call from a colleague:

'Why aren't you doing a newsletter of your own?' he asked.

'Uh...er...ahem...I will,' I said.

Then I went back to work on other stuff, and brushed the whole newsletter thing under the carpet (or the hardwood floors in my case).

But his question got me thinking. I *know* the value of a good newsletter...why have I put it off for so long? What is it about getting a newsletter started that seems so overwhelming? It's not that I don't know how to write newsletters...I write 'em all the time. So what is it that keeps me from writing a newsletter for my own business?

So I've come up with my three best excuses...and then the reasons why each of these excuses are lame. Can I convince myself, or you? Let's see:

Excuse #1: I always put my clients' work first. They're paying my bills. They're putting new Airwalk shoes on my son's ever-growing feet. They afford me the luxury of getting the DELUXE oil change at the 'ole Wal-Mart Tire & Lube.

Why this excuse stinks: At first, it sounds just right. Of course you need to put your clients' work first, all of the time. But wait. Unless you've got lifetime contracts with your clients, chances are the project you're working on will eventually come to an end. Then what? That depends.

If you've done things like send out newsletters, actively marketing your business, you shouldn't have a problem...you've been generating a steady stream of new prospects. If, however, you work like mad for your clients, only looking at your own business when all of your client work is done, you're working yourself out of business. Just like it's easier to find a job when you have a job, it's easier to find clients when you already have clients.

Excuse #2: I don't have the time. Business is steady and in July, 14-hour days weren't unusual. Add to that my kooky desire to have a personal life and poof! Not a minute left in the day.

Why this excuse stinks: Do you have the time to deposit checks? To browse around the Amazon.com web site looking for a book? To head down to the local McDonald's and fill out an application? McDonald's? Sure. Unless you've been under a rock for the past few years, you're well aware that the economy is a bit...well...'rocky.' If you don't take the time to actively pursue the health of your business, you might be taking the time to pull on a pair of polyester slacks, a name tag and a visor. They do love to see you smile!

Excuse #3: It's too expensive. I'm sure I've got to buy software and stuff to make it work.

Why this excuse stinks: Jeesh. This is the lamest one yet. Spend 15 minutes doing a bit of research. And remember, it's a business expense. Perhaps not as much of a write-off as a huge SUV, but a write-off nonetheless.

We really should do a newsletter...and I think I've just talked myself into it. Did I talk you into it? Need some help writing your newsletter? Simply e-mail me. Oh, and look for the premier issue of the maven communications newsletter (what should I call it?) in September 2003!

(back to a-musings)