To Newsletter or Not to Newsletter: A Freelance Writer's Dilemma
The debate around whether freelance writers should invest in an email newsletter is a tale as old as time. With varying opinions and experiences, it’s important to delve into the nuances of creating and maintaining an email newsletter to decide whether it's the right tool for your freelance writing business.
Let's unpack the insights Emma and Kaleigh shared candidly and get into these writers’ distinct views and experiences regarding email newsletters.
The Commitment to Consistency
An email newsletter is not just a medium of communication; it's a commitment. To be effective, it must be consistent. Kaleigh, who has been sending her newsletter since 2015, emphasizes the importance of regularity in sending out newsletters. This consistency is crucial for audience building and establishing a reliable presence in subscribers' inboxes so it comes to be something readers look forward to.
However, is it a necessity for a freelance writer to have a newsletter? Is it truly a must-have, or do most succumb to a trend because "everyone else is doing it"?
The answer is: You need a strategy behind launching a newsletter. Who is it for? What purpose does it serve?
Without a clear strategy, the newsletter risks being an aimless endeavor, not necessarily contributing to client acquisition or business growth but tying up a lot of time.
Creating content for newsletters can be challenging. It requires a delicate balance between offering value and not overloading subscribers with unnecessary information. It’s tough to find the right cadence and content that resonates with your audience, so consider batching content creation or planning topics in advance to manage the workload.
Audience Focus: Freelance Writers vs. Potential Clients
A significant consideration around this topic is the audience of your newsletter. While many freelance writers target other writers with their newsletters, this might not always align with their business goals, especially if their objective is to attract clients. However, newsletters aimed at potential clients, focusing on how to work effectively with freelance writers or deliver value directly related to their needs, can be more strategic and beneficial.
Email Newsletters as a Platform
Despite skepticism about their direct impact on acquiring new writing gigs, newsletters are praised for their role as a personal platform. They offer a way to announce new services, products, or content, like podcasts, to a broader audience. Newsletters are also a place where you can share personal stories and professional insights. Kaleigh and Emma observed that sharing vulnerabilities and personal experiences can significantly enhance engagement, suggesting a shift toward more personalized content might be worth exploring.
Cost Considerations
An often overlooked aspect of maintaining a newsletter is the cost. As your subscriber list grows, so do the expenses related to email marketing services. This factor alone can make freelance writers reconsider the value of a newsletter, especially if it's not directly generating income or leads.
In Kaleigh’s case, she uses Convertkit, which is a low-cost email service provider specifically made for creators, freelancers, and the self-employed.
To Newsletter, or Not?
The decision to start and maintain an email newsletter as a freelance writer is complex and personal. It requires a clear understanding of your goals, audience, and the value you wish to provide. Whether for building relationships, enhancing your brand, or as a direct marketing tool, a newsletter can be a powerful asset if approached with strategy and consistency. Ultimately, it's about finding what works for you, your business, and your audience, acknowledging that the answer may evolve as your freelance writing journey unfolds.
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