The Newsletter Pro - Online


the odds of all of those things. This may seem counterintuitive, but it is how relationship marketing, like social media and newsletter marketing, works. As an example, I pulled up the page of another friend of mine named Chelsea Story. She is a local realtor who, after being in the real estate game for only a year, was just named the top real estate agent on social media in Idaho. Her accounts are great examples of how to create entertaining content that is also personal and connects with stuff about real estate. The business content she posts gets the least amount of engagement, but it’s enough to help her sell a few million dollars here of real estate. One of the biggest keys to being successful with content either online or offline is to just be yourself. Don’t try to be all buttoned up if you’re normally a goofy person. Don’t try and be a goofy person if you’re normally all buttoned up. Let people into your personal life a bit, but don’t feel the need to share every little deep, dark secret you have. Keep the content light and fun and post regularly so you’re top of mind. And remember, as luck would have it, the piece of content that is most likely to go viral always seems to be the one you made quickly, when your hair was a mess and the kids were going crazy in the background, not the professional video that’s totally polished and took four days and 342 takes to make. So, stop worrying, you can’t control this either. Do your best, have fun, be consistent, and the money will follow. –Shaun

Yesterday I was chatting with a friend of mine about social media, and they were complaining about the lack of engagement they're getting with their content. I listened to my friend go on and on about how they’re posting often but everything is pay to play, the system is rigged, etc. There is some truth to what they’re saying. The system is designed to be difficult to get critical mass, but like most things, it gets easier as your momentum builds. On some social platforms, it can make more sense to pay to play, but if you know your numbers and they work, who cares? After the complaining, I asked to see his social media accounts and found a major issue: His content sucked. The content was all work-related and contained almost nothing personal. It

wasn’t engaging, and it was focused solely on what my friend wants from social media — more leads — instead of what the social media user wants, which is entertainment, an escape from life, and maybe to learn something new. Newsletter content and social media content are similar. I see people who want to talk about their business and sell, sell, sell in a newsletter, and I have to constantly tell them that this isn’t the place for that type of content. About 75%–80% of the content that is going onto your social media accounts or in your newsletter should be interesting, entertaining, personable, light, and fun, and the last 20%–25% of the content can be about what you do. That limited sales content is all you need, and adding in more won’t help you get more leads or close more deals. In fact, it will actually decrease




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