The Newsletter Mindset: Chocolates & Flowers

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What do you do when you want to impress a sweetheart or thank a dear friend?

Give them flowers! Or chocolate! Or BOTH!

And think now how it feels on the receiving end when you receive flowers or chocolate or both. You feel delighted, appreciated, enlivened.

So what does all this have to do with newsletters?

It’s about the newsletter mindset.

Sometimes when I talk to coaches, mental health professionals and others of you in the “helping” professions, I hear a kind of anxiety that goes like this: “I’m not sure I should send a newsletter. People are already so overloaded with information coming at them. I don’t want to add to their burden.”

I say: think of your newsletter as the business equivalent of flowers and chocolate!

Let’s back up for a moment. It’s important to remember that a newsletter’s primary function is to build relationship with your readers. (Key word: relationship.)

When someone new signs up to receive your newsletter, they are wondering things like:

  • Do you understand me?
  • Can you inspire me?
  • How will I grow from this relationship?

Sending your newsletter (your version of flowers & chocolate) is a great way to follow up this “first meeting.” It’s like putting your best foot forward. And every issue you send shows your readers that you care, that you understand their needs.

Sending your newsletter says, “I’ve been thinking of you.” It says you want their life to be sweet and alive. It lets your readers know that you’d like to get to know them better, to keep the conversation going and the relationship growing.

And you want that relationship to stay fresh and exciting, so you keep up the flowers & chocolate.

Do you see what a difference this mindset makes? “I send chocolates & flowers to my list!” versus “I don’t want to burden people.”


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it space just for making right

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