I start writing the Art Marketing Action newsletter a week ahead of time. I have Evernote notebooks full of possible topics to write on, but my best newsletters are in response to something happening at the moment.
For example my newsletter for tomorrow is in response to something I read on Seth Godin’s blog.
Writing the Newsletter
So, I have an idea and I start writing. Sometimes it flows, sometimes it doesn’t. When I get to a stopping point, I sit on it a little while. If I don’t like it, I sit on it longer – sometimes up to 5 days longer because it just isn’t flowing.
In a perfect world, I crank out the article and send it to Kelly Johnson, one of my virtual assistants. She proofs it for typos and anything that is egregious. Sometimes I reject her ideas because they’re not my style, but mostly I’m pleased with the input she gives me.
After I make the final corrections, I send a copy back to her and she makes a draft on my blog and adds an image.
Then I send a copy to Pat Velte by Tuesday morning prior to distribution on Wednesday. Pat designs the newsletter and sends a Test.
This newsletter test is critical! We find often that text is incorrect, links are bad, or sometimes the image placement just looks weird. I can’t suggest strongly enough that you test your newsletters.
Regardless of who might help you with your newsletter, you are ultimately responsible for the newsletter content.
Pat tweaks the test, we agree that we’re both happy, and then Pat schedules the final version to be sent on Wednesday morning – before I even get out of bed.
It’s a process! And this week we allowed even more time because we’re changing the format again. Look for it.
See why I start a week ahead of time? I’m committed to the process. I’m committed to sending the best newsletter I can.
How does your newsletter flow go?
Are you giving it enough time?