Hey Reader!

My sister doesn't mince words. By which I mean that she never softens her criticism of me and my actions.

So when I wondered aloud why my decluttering newsletter wasn't getting more traction re: sales, she told me that every issue was pretty much the same.

Now, I don't entirely agree with that assessment; I was offering different information in every email. But it's true that I wasn't really using it as a sales platform.

Instead, I was sending encouraging missives that might help people feel better able to manage their clutter, week after week.

And people really loved them!

(In fact, if you think you might love something of the sort, I've restarted that newsletter over on Substack.)

The problem was not, in fact, that the contents of each email was similar; that's called having a strong brand voice. The problem was that I wasn't clear with myself about the point of the newsletter.

So I started writing those encouraging how-tos for online magazines, which made me more money than including them in my newsletter. And I worked on using my weekly email as a sales channel rather than simply an outlet for my good advice.

Somewhere along the line, someone told you that you should send a regular newsletter as part of your business plan. But they may not have told you that you should think about what you want that newsletter to achieve.

Here are some ideas:

• A place to help people get to know you
• A soapbox from which to declare your expertise and accomplishments
• A sales platform
• An information hub
• A means to drive website traffic
• A place to announce upcoming events

And I'm sure you can think of others besides.

Now, you don't necessarily have to choose just one, forsaking all others. I mean, just because you love The Bear doesn't mean you can't also binge Silo.

But it's useful to have a plan.

You might choose to vary your offerings: A helpful tip one week, a link to your blog the next, an announcement about your upcoming class in the next. But I'd encourage you to MAKE A PLAN.

For example, you could decide that half of your emails are going to be about providing help and letting people get to know you. So - an anecdote and a tip, and maybe a link to your website.

Then in the other half you'll remind people you've got stuff for them to buy.

That doesn't mean you can't mix it up a bit; some people put a useful tip in every email. Others make a solid offer every time.

If you're feeling frustrated because your newsletter isn't doing whatever it is you want it to do, maybe take a beat to determine just what that is. You don't watch Frankenstein for laughs and you don't watch "Wuthering Heights" expecting it to bear much resemblance to the original text.

And you definitely don't go to The Odyssey if you're under the impression that it's based in any kind of historical fact. 😁

You choose your food, your reading material, your outfit and your vacation destination with your desires in mind.

Try doing the same with your emails.

And if you need help with that? Hit reply and let me know. I've got answers!

Yours in causal determinism,

Julia

​Sabrina Carpenter knows the value of intention, and so does this newsletter. Forward it to someone who knows what they want.