Reaching out to your email list and how to do it if you're feeling stuck
Have you ever started out creating content fast with lots of ideas, maybe putting out three or four blog posts or videos in a row, only to realize after a while you aren't as sure as you thought you were about who you help and what you help them with?
Or, maybe you took a new marketing course about storytelling or promotional posts and as you incorporate those learnings are taking longer to create content than you originally expected.
Or maybe you haven't yet created your first blog post or piece of content. Just thinking about it is making you a little nervous.
What to know
First, I want to acknowledge something up front. When you're developing your business, it's not at all uncommon to have periods on inconsistency and gaps in your content creation.
What's true is that it takes structure and focus to get a consistent content creation rhythm going in your business. It takes having a clear audience and a specific message. It takes commitment and practice. And all of that takes time to develop.
And, because of that, it can mean a lot of starting and stopping with email communication.
And that's all perfectly fine and OK. It's all part of growing your business and learning about yourself, your audience and content marketing.
Getting Stuck
Recently, a client was ready to focus on creating valuable content to build her audience, but she was worried. She hadn't sent out a blog post in months.
"I don't know," she said. "I haven't done a blog post in such a long time. Do people on my list even want to hear from me?"
It's a common question. And, it's one that sometimes plagues coaches, healers or other creatives as they start to work on getting more consistent with their content sharing and marketing.
Sometimes, it can stop them in their tracks.
As they sit down to write (or create other content like videos or podcasts), this question shows up, trying to dissuade them, telling them it's been too long. It says people will have forgotten who they are. Or they no longer want to hear from them. Or that they have nothing new to say. And other such stories.
Not true.
Two Real Reasons Why "Someone may not want to hear from you"
Before I talk about why let's assume that you're writing content relevant to your list, in service to providing them some small slice of relief, insight, or perspective on what they're struggling with.
There are two reasons why someone might not want to receive an email about that from you.
Their Own Growth
First, perhaps they're no longer struggling with the same issue, the one that brought them to you in the first place. They've moved on.
Maybe, for example, they're no longer struggling with being newly sober, because they're comfortable in their new lifestyle. Or, they're no longer unhappy in their relationships because they've discovered that their happiness depends on themselves, not their partner.
If so, amen. Wouldn't that be beautiful?
They're Not Your Ideal Client
The only other reason would be because they aren't your ideal client.
And this might look different depending on the scenario.
Maybe they signed up for your list because they were interested in what you were up to after you left your old job. They may very well still be interested in hearing what you're doing, the projects you're working on or may also, unbeknownst to you, have a lot of interest in your content. Or not.
And, if that’s the case that's OK. You don't need to be speaking to them in this context.
Or, maybe, they might not be ready to hear what you have to say. That also means they’re not your ideal client. For example, when I was struggling to make time for my creativity and my writing, back when I was juggling a big corporate job and raising my family, I most likely wouldn't have been able to engage with a healer, say, focusing on healing our creative wounds at birth. I wouldn’t have been ready for that person’s message in that moment.
Creating an audience that's right for you and your message takes time. It also means letting people go that aren't really part of your audience.
Shifting from You to Them: Five Steps to Get Unstuck
If you find yourself wondering about your audience and if they want to hear from you, here are five steps to shift your perspective and get unblocked
Get Quiet
Take a few minutes to breathe deeply and ground into your body. Settle in, especially if you’ve been running all morning or have just hung up from a meeting or class.
Visualize an Ideal Client
Next, close your eyes and picture an ideal client. Think about who she might be and bring one specific person to mind. This could be a previous client or someone else you know that you think could really benefit from the type of work you do.
Once you have decided on someone, spend a few minutes with her, visualizing where’s she’s at and what’s troubling her.
Place Her in a Scenario
Picture her in a scenario that is related to your content idea (If you don't have a specific content idea at this point, you can go here or just picture her in a situation your ideal clients frequently find themselves in).
Really feel into the scenario. See what she's encountering, how she's feeling, how this issue is affecting the rest of her life. Let her heart fill with empathy for her.
Watch Her Engage with Your Content
Picture her, feeling pretty bad, then visualize her opening your email in her inbox. She begins to read your post or listen to your video. Your content witnesses how she might be feeling, struggling and she feels seen. Your piece also offers a slice of insight, a fresh perspective, a bit of relief.
See how she can breathe a bit easier now?
Lean In
Lean into that feeling, that feeling you want your ideal client to experience as she connects with your content. Focus on offering her relief as you pick up your pen and start to write or click to start to record.
If you find yourself wondering if people want to hear from you, the answer is yes. Yes, they do. And, if you haven't posted in a while (or even ever), don't worry.
Know too that people do want to hear from you. Even if a few might have moved on or perhaps aren't your ideal client. Even if your list is small - yes, even if its only ten people - there are people that need to hear from you.
And one of them might very much need to hear your message today, tomorrow or next week.
So take a deep breath and get ready to share your insights and unique perspective with those who need to hear it.