A tool to help David beat Goliath.

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Never underestimate the power of a simple tool when time is taken to master it. Then in the right hands, with the right strategy, it can achieve results that seem impossible to the outside world.

I am fascinated by the power of a simple newsletter to grow a business. I am also fascinated by the fact that most businesses don’t pay much attention to theirs. It’s an afterthought. A poor cousin. ‘Give it to the intern.’ And yet, newsletters are one of the most cost-effective ways of talking to your customer that a business can ever have.

But only when they’re done right. With skill, with a strategy, with a methodology, they become one of the most effective instruments in your digital toolbox. They build community. They build your brand. And they relentlessly build long-term growth.

I have seen how a simple newsletter built my business, and so I have no doubt it can build yours. Like anything, it requires effort and some smart thinking, but if you take the time and make a commitment, it will help to transform your business. And, it can.

When was the last time that you watched a film without looking at your phone? Or a football game? Or had dinner with your family? How many people have you seen driving while looking at their phone? How many people have looked at their phone while on the toilet? Be honest now.

And when we’re not busy, we are finding lots of ways to help us forget how busy we are. Yoga is mainstream. Meditation, commonplace. Adult colouring books sell in the millions. We draw to forget. We look at a screen before we look at the sky.

Everything, everyone, wants our attention. And the one constraint is that we have the same amount of time we’ve always had before all these distractions came along. So understand this: Your newsletter has to stand out in a busy world when it drops into my inbox. Because I am busy.

If you respect people’s time — and I don’t just mean by saying you do, but you actually do — then you will think hard before you send them a newsletter. You will do your best to make it super-useful. To make it truly inspiring. To make it deeply relevant. To make it as simple as you can. As beautiful as you can.

The amount of sheer e ort you put into it shows respect for your customers’ busy life by not adding to the dross they get sent each day. You won’t have to tell them how much work goes into it, because they will be able to sense it, to feel it, to see it for themselves.

They will, by your actions, be able to tell that you respect them by only sending something worthy of their most precious asset: time.

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The Encouragement Network | thedolectures.com

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