Did You Train Your Readers to Behave Badly?
Q: Can a newsletter that’s not published consistently work?
Yes, if you keep a few parameters in mind.
First, make sure you’re clear with readers that the newsletter is published “as inspiration strikes” or as breaking news comes your way–explain to them the criteria for publishing a new issue.
Make this clear to them from the moment they sign up–on your subscribe page, in your welcome message, and in every single issue.
Even with a random publishing schedule, you can’t go too long between issues (nor can you publish *too* frequently). Tell readers they’ll hear from you at intervals between x and y. So, at least once a month, but no more frequently than once a week, for example.
Because you’re publishing on a random basis, you’ll need to view each issue as part of a complete unit. If you publish at least twice a month, make sure the issues don’t add up to more than about a half hour’s worth of reading per month. If you publish less often, create a unit that works for your readers.
You’ll also need to pay careful attention to your visual branding–readers have to remember you every time you send an issue. Randomly published newsletters are more likely to receive *spam* complaints because readers forget they’ve subscribed.
Ultimately, random schedules can work, you’ll just need to pay extra close attention to making your structure clear to readers.
Q: I’m afraid I’ve gotten predictable. What’s the quickest way out of my rut?
There’s no one approach that will be exactly right for every newsletter, and every publisher, but a good start is to write about something that makes you just a tiny bit nervous. Perhaps you’ll share a personal experience. Or maybe you’ll take a stand on an issue that’s important to you.
If you’re drawing a blank, go back and look at your personality exercises. Adding personality to a newsletter is typically a surefire recipe for both publisher discomfort AND newsletter success.
If you’re already very much yourself in your newsletter, consider one of these approaches:
- Make a huge goal for your newsletter/business this year. Perhaps you’d like to have readers from 150 countries. Maybe you would like to get your book on the bestsellers lists. Whatever your goal, share it with readers and give them regular updates on your progress. Don’t turn your newsletter into a journal
, but do deepen your commitment to readers and your newsletter. - Take an extended break. Sometimes, when you’re in a rut, the best thing to do is to just sit there a bit. It sounds silly, and a bit new-agey, but by letting go of your newsletter, you may just find it all winds up precisely where it needs to be. (You don’t have to stop publishing to take a break–use back issues or other people’s content to get your issues out as scheduled.)
- Create a completely new format. That’s what I did earlier this year when I realized I was getting tired of writing “random” articles on great newsletters. I wanted to have the newsletter function more as a unit so I created this 12-part lesson program for you. You can invent a new newsletter format, too–just find one that appeals to you.
Q: I think I’ve been rewarding my readers for bad behavior–every time I send a newsletter, I get two or three hypercritical emails back. At first, I appreciated the feedback, even though it was negative. I want these readers to ease up–I know the difference between its and it’s–sometimes typos just slip through the cracks. How can I get them to be nice?
Unsubscribe them. Seriously.
It’s your newsletter list. You don’t have to put up with behavior that makes you uncomfortable.
Set some “rules” for behavior on your newsletter list and when someone disregards those rules (you don’t need to announce the rules publicly) just unsubscribe them.
Personally, I like to get the nitpicky “you used whose instead of who’s” emails. They keep me on my toes and remind me when I’m not paying as much attention as I should be. But, if you’re the kind of person who thinks readers should focus on the big picture of the quality content you provide them with, you don’t need to put up with readers who do otherwise.
Think of your newsletter as the ultimate screening tool. Would you work with people who critiqued your every email to them? Would you look forward to serving them? Then there’s no reason for them to read your newsletter.
You’re not publishing for the greater good as a one and only goal. You’re not publishing to be an information source for the general public.
You’re publishing to attract clients to your business. The right clients. Whatever that means for you. So, don’t put up with less than perfect newsletter readers.
All that said 
, do stop rewarding your readers for behaviors you don’t appreciate. Perhaps you tend to argue when people send you negative feedback. Don’t do it. Or, maybe you ask for feedback in every issue. Don’t do that, either. (If what you really want is to know “how this article helped you”–ask that instead.)
Start to get specific about who you write for and what you want from them (great feedback, *sales*, rewarding interactions, etc). Once you’re clear on that, you’ll stop inadvertently rewarding readers for “behaving badly.”
Your Challenge: None today. You always get the Q&A weeks off.
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About the Author
Jessica helps independent professionals become Indispensable Experts through powerful publishing programs. She works with clients one-on-one as a newsletter designer and writer and in groups through the Newsletter Spa.
Email Jessica directly, to find out more.