They do it very differently, and that's ok by their respective customers. They both created an email newsletter. While in a down market we will probably see many more professionals (and small businesses) embrace blogging and social media to share their ideas and connect with like-minded people (and work), we will also see an increase in direct response by companies seeking more predictable returns.
Relationships are now front and center for both - individuals looking for new opportunities and companies looking for new (or repeated) business. Not that they ever went out of style, mind you, we are just finding new ways to execute on the intent of finding and building relationships. Being social is now more fashionable than ever.
We have talked in many posts about how social media and social networks can help you socialize. They cost more time and attention than funds and if you are willing to give it both, they will help you meet professionals globally.
How does a newsletter help you grow your business? Through sharing content that is relevant and valuable to its readers in a timely fashion. Today at Fast Company Expert blog I talk about how email discussion is the new customer newsletter.
- Take the time to craft a good subject line for your audience - examples from Calacanis' whose audience is 9,400 startups and VCs "The Future of Startups", "(The) Startup Depression"; from Zappos.com "Shoe Repair Guys are Worth Gold", "Repairing Scuff and Scrapes" - so they know exactly what they're getting
- When in doubt go for text - it's easier on the system even though it looks less sexy. Images are great, as we are highly visual creatures, but I am seeing more and more examples of text only emails that work on the strength of their great content.
- You can still write a newsletter that has personality - especially in the current environment where people are worried and harried, it's important to come across with the right tone - welcoming, warm, helpful, connective.
The most important part of any communication built within a content marketing strategy is that it is considered relevant and valuable by its intended audience. When that is the case, you capitalize on the law of attraction (which is the opposite of attrition). Will customers who interact also act as in take action to make your product or service profitable? What is your experience?
[image of the Daily Candy popular newsletter]