1
00:00:00,050 --> 00:00:03,850
It seems every man and their dog are
starting a new LinkedIn newsletter

2
00:00:03,890 --> 00:00:05,980
just to get AI to cite them.

3
00:00:06,220 --> 00:00:09,000
Unfortunately, most are
just damaging their brands.

4
00:00:09,420 --> 00:00:11,430
I've done 139 editions.

5
00:00:11,550 --> 00:00:12,979
Here's how to get them right.

6
00:00:46,325 --> 00:00:50,855
G'day everyone, I'm Michelle J Raymond,
and this week, listeners, we're gonna

7
00:00:50,895 --> 00:00:54,285
be talking about one of my favourite
formats of content on LinkedIn.

8
00:00:54,515 --> 00:00:56,475
That is the LinkedIn newsletters.

9
00:00:56,735 --> 00:01:02,465
And I can only describe this right now as
the newsletter gold rush, which was circa

10
00:01:02,775 --> 00:01:10,325
2021, 2022 when they were first launched,
and I swear to God, everybody had one.

11
00:01:10,935 --> 00:01:15,035
But as with most new features that
happen on LinkedIn, when you're doing

12
00:01:15,035 --> 00:01:19,822
it for the wrong reasons, then these
things tend to fall apart pretty quickly.

13
00:01:19,842 --> 00:01:25,382
And in this case, most people are doing it
because LinkedIn's out there pushing with

14
00:01:25,492 --> 00:01:32,052
all their might the hype around LinkedIn
newsletters and articles get cited by AI.

15
00:01:32,872 --> 00:01:37,132
And of course, everybody wants
that right now, so away they went.

16
00:01:37,162 --> 00:01:41,462
And I've even had some people reach
out to me right now and say, "Michelle,

17
00:01:41,462 --> 00:01:45,742
there are so many invites that I'm
getting, I'm just unsubscribing every

18
00:01:45,742 --> 00:01:48,582
which way." They're drowning in rubbish.

19
00:01:48,642 --> 00:01:51,112
That is not how you get cited by AI.

20
00:01:51,372 --> 00:01:55,842
So in today's episode, I wanna talk
to you around the common mistakes

21
00:01:55,842 --> 00:02:00,662
that I see, and of course what makes
a great and successful LinkedIn

22
00:02:00,802 --> 00:02:03,742
newsletter that your audience will love.

23
00:02:04,072 --> 00:02:07,672
Oh, and by the way, hopefully
you'll get cited by AI.

24
00:02:07,692 --> 00:02:10,672
But I promise you, that's not the
reason you should be doing this.

25
00:02:10,692 --> 00:02:14,682
That is probably the number one
place where things come unstuck.

26
00:02:20,982 --> 00:02:24,392
Before I get into the most common
mistakes, let's have a quick chat

27
00:02:24,432 --> 00:02:28,052
around why everybody's rushing
into LinkedIn newsletters.

28
00:02:28,402 --> 00:02:32,432
And as I said at the start of the
intro, I absolutely love them.

29
00:02:32,472 --> 00:02:36,692
I have done several podcast episodes
on them over the years, and they

30
00:02:36,692 --> 00:02:38,832
have always been my go-to format.

31
00:02:39,152 --> 00:02:42,872
I've done 139 editions
on my personal profile.

32
00:02:43,142 --> 00:02:44,752
Not too many over on my Company Page.

33
00:02:44,752 --> 00:02:46,422
That's not part of my strategy.

34
00:02:46,682 --> 00:02:51,102
I've helped clients launch them,
and I know exactly what it takes.

35
00:02:51,582 --> 00:02:55,872
The thing that I love about them the
most is that LinkedIn newsletters allow

36
00:02:55,872 --> 00:03:00,162
you to take advantage of the community
that you've already built on LinkedIn.

37
00:03:00,172 --> 00:03:03,452
So they're native on LinkedIn,
so you don't have to go to a

38
00:03:03,562 --> 00:03:05,822
third-party platform, so I love that.

39
00:03:06,322 --> 00:03:11,402
LinkedIn actually helps you build
subscribers, so winning every time someone

40
00:03:11,422 --> 00:03:16,312
follows your Page or connects with you as
an individual, they'll be automatically

41
00:03:16,562 --> 00:03:18,912
invited to follow the newsletter.

42
00:03:19,112 --> 00:03:19,252
So

43
00:03:19,351 --> 00:03:22,131
that makes it really easy
to build subscribers.

44
00:03:22,351 --> 00:03:26,891
In my experience, roughly 30% of
connections or Page followers will

45
00:03:26,971 --> 00:03:29,731
subscribe from that first send,

46
00:03:29,821 --> 00:03:35,031
and of course, yes, there is the AI search
results that are happening right now.

47
00:03:35,331 --> 00:03:37,331
LinkedIn are promoting articles.

48
00:03:37,581 --> 00:03:41,551
A newsletter is just a LinkedIn
article with subscribers, so that's

49
00:03:41,551 --> 00:03:43,531
the only distinction between the two.

50
00:03:49,071 --> 00:03:54,121
Now that I've given you all of the upside,
and there is a lot of upside to LinkedIn

51
00:03:54,121 --> 00:03:58,571
newsletters, let's talk about some of
the common mistakes that I see with

52
00:03:58,571 --> 00:04:03,111
newsletters that your brand should be
avoiding if you're starting a new LinkedIn

53
00:04:03,111 --> 00:04:07,991
newsletter or maybe you've got an existing
one that you really wanna level up.

54
00:04:07,991 --> 00:04:12,071
Number one, I'm gonna go with the
ghost town newsletter, and that

55
00:04:12,081 --> 00:04:14,331
happens with Company Pages as well.

56
00:04:14,591 --> 00:04:17,431
But what happens with the
ghost town newsletter, you

57
00:04:17,431 --> 00:04:20,011
get a big rush of excitement.

58
00:04:20,121 --> 00:04:22,431
Everybody wants to launch the newsletter.

59
00:04:22,851 --> 00:04:28,201
You send out a couple of editions,
and then you're done because it didn't

60
00:04:28,201 --> 00:04:30,511
quite work out how you were expecting.

61
00:04:30,851 --> 00:04:35,821
And then all of a sudden, you just
ghost all of those subscribers that have

62
00:04:35,821 --> 00:04:39,461
signed up, and they're wondering, like,
"What happened?" Now, I'm not saying

63
00:04:39,461 --> 00:04:44,341
everyone's sitting there waiting for every
edition, although if it's valuable, you

64
00:04:44,341 --> 00:04:46,451
will build up that type of community.

65
00:04:46,931 --> 00:04:50,701
But it kinda says to the people
in your community it's something

66
00:04:50,701 --> 00:04:52,471
you start but you never finish.

67
00:04:52,511 --> 00:04:58,291
And that consistency is what is going
to continue to grow your positioning

68
00:04:58,291 --> 00:05:01,121
as a thought leader, whether
that's a brand or an individual.

69
00:05:01,471 --> 00:05:06,181
And for buyers, it kind of says to me
also that you don't have that discipline,

70
00:05:06,191 --> 00:05:10,331
that you just jumped on the trend,
and then you used it, and then you

71
00:05:10,331 --> 00:05:12,301
disappeared and jumped onto the next one.

72
00:05:12,851 --> 00:05:18,311
Mistake number two for me probably comes
down to not having a clear promise.

73
00:05:18,331 --> 00:05:22,951
And I have both hands in the air that
this was me when I started my newsletter

74
00:05:23,261 --> 00:05:26,271
because I did jump on the bandwagon.

75
00:05:26,311 --> 00:05:31,701
I did get all excited, and I just wanted
to do them because I was a LinkedIn

76
00:05:31,711 --> 00:05:35,311
trainer, and I wanted to be able to
show everyone else how to do them.

77
00:05:35,591 --> 00:05:37,441
It was a little bit of everything.

78
00:05:37,735 --> 00:05:43,475
No real themes going through, no direction
I was taking, and it was probably nice and

79
00:05:43,475 --> 00:05:48,115
helpful, but certainly not valuable and
certainly not generating any opportunities

80
00:05:48,125 --> 00:05:49,985
for my business like it does today.

81
00:05:50,395 --> 00:05:56,335
So mistake number three for me is
all about just recycling old posts

82
00:05:56,335 --> 00:05:57,865
that are dressed up as articles.

83
00:05:58,185 --> 00:06:01,585
Now, I'm not anti repurposing content.

84
00:06:01,605 --> 00:06:03,965
In fact, I'm completely the opposite.

85
00:06:04,635 --> 00:06:08,865
But if you are just gonna recycle
things and that's your whole strategy,

86
00:06:09,195 --> 00:06:10,965
then I think you're missing the point.

87
00:06:11,035 --> 00:06:14,465
I think there's a bigger
opportunity that you can take to

88
00:06:14,485 --> 00:06:16,975
actually expand on those ideas.

89
00:06:17,122 --> 00:06:21,205
And after a while, if you're just
doing the same thing over and

90
00:06:21,215 --> 00:06:25,345
over, then it can also feel a
little bit stale to your audience.

91
00:06:25,355 --> 00:06:30,445
So repurposing is fine, but putting
no effort into that, not fine.

92
00:06:31,025 --> 00:06:36,615
Mistake number four is what I would
call the Company Page bulletin board.

93
00:06:36,625 --> 00:06:40,595
Now you all know, listeners, that
I'm a huge fan of Company Pages,

94
00:06:41,395 --> 00:06:46,715
but this with newsletters becomes
the same problem that I see with

95
00:06:46,735 --> 00:06:48,485
Company Page content in general.

96
00:06:48,515 --> 00:06:54,485
And that is where the brand's newsletters
really are just all the internal updates

97
00:06:54,485 --> 00:06:59,185
that you have that you wanna tell all
of your Page followers because somebody

98
00:06:59,185 --> 00:07:04,095
in the business went, "Oh, you've got
10,000 newsletter subscribers. Let's go

99
00:07:04,095 --> 00:07:08,245
and dump everything in there and tell
them all about what we want to do."

100
00:07:08,575 --> 00:07:13,995
So it can quite often be like jam packed
full of things that are like award wins.

101
00:07:14,375 --> 00:07:16,005
Sorry, nobody cares.

102
00:07:16,395 --> 00:07:19,635
It could be event announcements,
company milestones.

103
00:07:19,985 --> 00:07:22,625
And they have their
place, don't get me wrong.

104
00:07:23,235 --> 00:07:27,175
But mostly people on the outside don't
really care about that kind of stuff.

105
00:07:27,175 --> 00:07:28,845
There's no value to them.

106
00:07:29,145 --> 00:07:32,985
Might help you build your brand a
little bit, and that's a good thing.

107
00:07:33,265 --> 00:07:37,725
But if you do it too much and too
often, like what's in it for me?

108
00:07:38,115 --> 00:07:41,745
Zero, nada, nilch, and
we don't wanna do that.

109
00:07:41,755 --> 00:07:45,612
So how I can spot these ones, the
company bulletin board newsletters,

110
00:07:45,652 --> 00:07:48,792
is essentially it's just written
from the company's point of view.

111
00:07:48,802 --> 00:07:52,292
It's all about the company and it's
like me, me, me, me, me, and you

112
00:07:52,292 --> 00:07:54,202
don't care what I take away from it.

113
00:07:54,232 --> 00:07:59,922
So ask yourself the question, "What
does our buyer need help understanding?"

114
00:07:59,962 --> 00:08:02,152
And that will really fix this problem.

115
00:08:02,682 --> 00:08:05,462
That's very different
to what do we wanna say.

116
00:08:05,722 --> 00:08:09,462
So if you can reconcile those two
things, that mistake will go away.

117
00:08:15,515 --> 00:08:21,385
Mistake number five that I see is that
people are just chasing subscribers

118
00:08:21,415 --> 00:08:23,805
instead of relevance to their audience.

119
00:08:24,215 --> 00:08:27,305
And quite often that can be
because they create content

120
00:08:27,305 --> 00:08:28,835
that they know will be popular.

121
00:08:28,845 --> 00:08:34,493
It might be more fun But ultimately, is it
getting you closer to your business goals?

122
00:08:34,493 --> 00:08:39,293
That's all I really care about, listeners,
is whether you're an individual consultant

123
00:08:39,323 --> 00:08:44,013
or a big multinational brand that I work
with, I want the same thing from you.

124
00:08:44,053 --> 00:08:48,783
I want you to generate a return from the
effort that you're putting in to LinkedIn,

125
00:08:48,813 --> 00:08:50,493
and in this case, the newsletters.

126
00:08:50,823 --> 00:08:54,893
So you can have lots of followers, but
if it's not actually getting you closer

127
00:08:54,893 --> 00:08:57,156
to your business goals, what's the point?

128
00:08:57,176 --> 00:09:01,156
So growth is good, but we wanna
make sure it's the right growth.

129
00:09:01,633 --> 00:09:07,653
Mistake number six is essentially
there's no owner of the newsletter,

130
00:09:07,693 --> 00:09:11,493
and there's certainly no system,
and there's no strategy behind it.

131
00:09:11,766 --> 00:09:16,676
At best, you might have done a little
bit of content planning, but I doubt it.

132
00:09:17,346 --> 00:09:20,476
Sometimes people come up with a
name for the newsletter, and that

133
00:09:20,476 --> 00:09:22,326
kinda dictates what goes in there.

134
00:09:22,766 --> 00:09:26,866
And I know some people right now that
are out there really reflecting on,

135
00:09:27,116 --> 00:09:31,316
what does the name of your newsletter
actually, you know, say to your audience?

136
00:09:31,646 --> 00:09:33,626
And do they know what's
going on with them?

137
00:09:33,626 --> 00:09:35,496
And the answer is most of the time no.

138
00:09:36,026 --> 00:09:41,276
But when you don't have an owner and
you don't have a system, then everyone

139
00:09:41,276 --> 00:09:43,656
starts with really good intentions.

140
00:09:43,676 --> 00:09:46,346
You know how it goes, until you get busy.

141
00:09:47,126 --> 00:09:50,636
And nobody owns the standard that goes in.

142
00:09:50,646 --> 00:09:57,126
There's no consistency in format,
and ultimately it just becomes

143
00:09:57,316 --> 00:10:02,866
wishy-washy and is completely diluting
your brand or even damaging it and

144
00:10:02,866 --> 00:10:07,886
taking it away, which is exactly why
I wanted to do this episode today.

145
00:10:08,356 --> 00:10:11,266
A newsletter needs one clear owner.

146
00:10:11,736 --> 00:10:15,266
It needs a cadence that you can
keep up with, so how frequently are

147
00:10:15,286 --> 00:10:16,886
you gonna put the newsletter out?

148
00:10:17,466 --> 00:10:22,626
You need to be clear around what is
expected of the people that have been

149
00:10:22,626 --> 00:10:24,676
designated to putting that newsletter out.

150
00:10:24,676 --> 00:10:27,726
Like, do they have the
time to actually do this?

151
00:10:28,386 --> 00:10:31,656
Do you need an approval process
to get the newsletter out?

152
00:10:32,266 --> 00:10:35,616
Are there any boundaries around the
topics that you can or can't cover?

153
00:10:35,966 --> 00:10:40,896
And how will you maintain that consistent
voice if it's written by multiple people?

154
00:10:41,246 --> 00:10:45,976
So a weak newsletter does
not just underperform.

155
00:10:46,469 --> 00:10:52,179
I want you to understand that it also
trains your audience in how to ignore you.

156
00:10:57,279 --> 00:11:01,519
What does doing a LinkedIn
newsletter right really look like?

157
00:11:01,539 --> 00:11:05,729
Well, glad you asked because I've
got a few thoughts on this one after

158
00:11:05,739 --> 00:11:07,579
launching so many with clients.

159
00:11:07,989 --> 00:11:14,139
I think the very best place to start is
what are you going to promise your reader?

160
00:11:14,589 --> 00:11:18,569
So before you even choose a name, before
you even figure out how often you're

161
00:11:18,579 --> 00:11:23,709
going to be publishing your LinkedIn
newsletters, what is the promise?

162
00:11:24,109 --> 00:11:26,689
And you can use this to
try and figure it out.

163
00:11:27,349 --> 00:11:35,849
This newsletter helps, in brackets, who do
what so that they can have what outcome.

164
00:11:36,465 --> 00:11:37,605
So I'll say it again.

165
00:11:37,905 --> 00:11:44,505
You can use this filter that says
this newsletter helps who do what

166
00:11:45,015 --> 00:11:48,005
so that they can gain what outcome.

167
00:11:48,515 --> 00:11:54,725
So it's one audience, one main topic,
and one clear reason to subscribe.

168
00:11:55,225 --> 00:11:59,185
And if it's too broad, then
people will automatically exclude

169
00:11:59,185 --> 00:12:04,115
themselves and pretty much your
newsletter becomes forgettable.

170
00:12:04,582 --> 00:12:07,212
What's the next thing that I
think people should focus on?

171
00:12:07,242 --> 00:12:09,322
And I'm very clear around this one.

172
00:12:09,342 --> 00:12:11,782
I think you should serve before you sell.

173
00:12:12,372 --> 00:12:17,802
And a newsletter very much can support
your business goals, and as you know, I'm

174
00:12:17,802 --> 00:12:20,372
not anti-selling on LinkedIn, far from it.

175
00:12:20,602 --> 00:12:24,822
I am not part of the brigade that
says, "Don't be too salesy." But I

176
00:12:24,832 --> 00:12:28,792
don't want the newsletter to come
across like it's just a sales brochure.

177
00:12:29,329 --> 00:12:32,619
It doesn't mean you can't talk about
your products and services, but it

178
00:12:32,629 --> 00:12:37,239
does mean that you have to earn that
attention, earn that right to talk

179
00:12:37,249 --> 00:12:43,189
about how your product or service solves
somebody else's issue so that they can

180
00:12:43,199 --> 00:12:45,709
have that outcome that you've promised.

181
00:12:46,039 --> 00:12:51,055
And I find that by teaching people,
keeping them updated, giving them

182
00:12:51,055 --> 00:12:55,305
a different way to think or act,
that's what's built my authority.

183
00:12:55,355 --> 00:12:58,195
I always serve my audience
with that newsletter.

184
00:12:58,245 --> 00:13:02,915
That is never ever something
that I compromise on.

185
00:13:03,295 --> 00:13:07,135
Doesn't mean that inside every single
newsletter you will always find

186
00:13:07,135 --> 00:13:09,455
something from me promoting my services.

187
00:13:09,815 --> 00:13:14,145
I've earned that right, and I am
there to serve my audience and make

188
00:13:14,145 --> 00:13:16,105
it easy for them to buy from me.

189
00:13:16,525 --> 00:13:20,552
I think if I was to give you another
tip, number three that would be

190
00:13:20,562 --> 00:13:24,402
choose the cadence that you can
actually sustain over the long term.

191
00:13:24,402 --> 00:13:28,462
Cadence is just a fancy
term for frequency.

192
00:13:28,712 --> 00:13:31,042
How often will you put
your newsletter out?

193
00:13:31,392 --> 00:13:33,882
When you set the newsletter
up, it will ask you options:

194
00:13:33,902 --> 00:13:35,692
weekly, bi-weekly, monthly.

195
00:13:35,942 --> 00:13:39,652
You are not stuck to that, but it's
a promise that you are giving to

196
00:13:39,652 --> 00:13:41,552
the people that choose to subscribe.

197
00:13:41,892 --> 00:13:45,852
So if monthly is a good place
to start, then start there.

198
00:13:45,862 --> 00:13:52,142
Don't try and go too crazy on this stuff
because most brands overcommit at the

199
00:13:52,152 --> 00:13:56,302
launch phase, which means they don't
keep things going in the long term.

200
00:13:56,742 --> 00:14:00,222
So think about who in your
team actually has capacity.

201
00:14:00,682 --> 00:14:04,462
Is there an approval process, and
are those people available to make

202
00:14:04,462 --> 00:14:09,142
sure that the newsletter doesn't get
stuck in approval purgatory, waiting

203
00:14:09,142 --> 00:14:13,302
forever for somebody to you know,
give it the little seal of approval?

204
00:14:13,665 --> 00:14:16,515
Are there quality standards
that you need to write up first?

205
00:14:16,585 --> 00:14:20,002
And who are the people in the
business that actually have the

206
00:14:20,072 --> 00:14:25,842
subject matter expertise that you can
leverage to make this really valuable?

207
00:14:26,292 --> 00:14:31,362
And ultimately, for me, this is all
about being sustainable over the long

208
00:14:31,362 --> 00:14:35,352
term and not something that you're
just gonna go hard and then fall over

209
00:14:35,352 --> 00:14:37,132
and disappear in the next few weeks.

210
00:14:43,050 --> 00:14:48,800
I do think as well, if I was to go to
number four, my tip is you need to have

211
00:14:48,800 --> 00:14:52,890
an editorial standard, especially if
I'm talking to corporate brands here.

212
00:14:53,250 --> 00:14:58,880
And I think that you should hold
yourself to a much higher standard

213
00:14:58,880 --> 00:15:02,260
than maybe an individual that's
listening to this podcast responsible

214
00:15:02,470 --> 00:15:05,120
for their own personal newsletters.

215
00:15:05,530 --> 00:15:10,300
And it's not about just hitting
publish just to fill the schedule.

216
00:15:10,380 --> 00:15:12,120
I… that infuriates me.

217
00:15:12,180 --> 00:15:13,550
I see that all the time.

218
00:15:13,717 --> 00:15:19,437
I want people to think what's a
clear idea that each newsletter

219
00:15:19,507 --> 00:15:24,887
has behind it, and that includes
strong titles, clear structures,

220
00:15:25,257 --> 00:15:28,467
practical takeaways, points of view.

221
00:15:28,607 --> 00:15:34,090
I love points of view in newsletters, and
most brands avoid this area altogether.

222
00:15:34,383 --> 00:15:39,673
So if you avoid those kind of vague
clichéd insights and move away from just

223
00:15:39,673 --> 00:15:45,333
having some kind of generic AI-generated
blog format, a newsletter really should

224
00:15:45,343 --> 00:15:48,073
build up that body of useful thinking.

225
00:15:48,073 --> 00:15:52,013
You know, the thought leadership that
everybody throws around, you can build

226
00:15:52,013 --> 00:15:57,183
that thinking out over time, and that
is one of my favourite things to do.

227
00:15:57,213 --> 00:16:00,343
At the end of the day, you
can't just grow a newsletter by

228
00:16:00,353 --> 00:16:02,003
chasing every single subscriber.

229
00:16:02,233 --> 00:16:07,303
It is about making sure that the
people who do subscribe, you deliver

230
00:16:07,303 --> 00:16:09,143
to them exactly what you promised.

231
00:16:09,543 --> 00:16:14,553
And making sure that the editions that
you create are in service of that audience

232
00:16:14,583 --> 00:16:21,873
is the fastest way to grow because you'll
have them not unsubscribing, and it will

233
00:16:21,873 --> 00:16:25,963
also start to become something that if
you create it through the Company Page,

234
00:16:26,353 --> 00:16:31,823
I love when I start to see employees
reposting, sharing, and sending that

235
00:16:31,833 --> 00:16:36,343
to their network because that's how
everything really should come together.

236
00:16:37,043 --> 00:16:42,063
Speaking of that, this has become
such a big deal for me recently that

237
00:16:42,373 --> 00:16:48,093
I have created a one-hour programme
where you can work directly with me.

238
00:16:48,093 --> 00:16:52,803
It's called the LinkedIn Newsletter
Growth Lab, and ultimately, we will

239
00:16:52,823 --> 00:16:54,953
step through all of this for your brand.

240
00:16:54,953 --> 00:16:58,913
So if as you listen to this
episode, you're like, "Yes, I do

241
00:16:58,913 --> 00:17:03,013
wanna launch this, and yes, I wanna
get it right," then reach out.

242
00:17:03,043 --> 00:17:09,863
Honestly, spend an hour with me and
you can learn from my 139 editions

243
00:17:09,923 --> 00:17:13,173
expertise, and I can tell you
exactly what does and doesn't work.

244
00:17:18,583 --> 00:17:21,053
The one last thing that I think
people should pay attention

245
00:17:21,053 --> 00:17:22,963
to is measuring what matters.

246
00:17:22,993 --> 00:17:27,143
Now, there are analytics on the
LinkedIn newsletters, and we're not

247
00:17:27,143 --> 00:17:28,703
just talking about subscriber count.

248
00:17:28,723 --> 00:17:32,713
I mean, that's nice because it goes
up and up and up for the most part,

249
00:17:32,713 --> 00:17:37,003
but you can go in and take a look
and see who it is that's subscribing,

250
00:17:37,353 --> 00:17:43,043
who's reading, who's commenting, who's
replying, who's saving, and which topics

251
00:17:43,073 --> 00:17:45,333
are creating the most conversation.

252
00:17:45,713 --> 00:17:49,913
I want you to pay attention to this
because when you do the work to pay

253
00:17:49,913 --> 00:17:55,553
attention to what's landing for your
audience, honestly, the buzz that you can

254
00:17:55,553 --> 00:17:58,573
generate is just something that I love.

255
00:17:58,823 --> 00:18:02,913
And I'm generating more impressions
from my LinkedIn newsletters than

256
00:18:02,913 --> 00:18:07,143
what I am from my posts which totally
makes sense because every time

257
00:18:07,143 --> 00:18:11,943
I do a newsletter, 11,500 people
are notified that I've done it.

258
00:18:12,303 --> 00:18:16,213
And so I wanna make sure that I hold my
promise to those people that subscribe.

259
00:18:16,613 --> 00:18:19,603
If you're not subscribed to my
LinkedIn newsletter, please go across.

260
00:18:19,623 --> 00:18:22,243
It's on my LinkedIn profile
in the featured section.

261
00:18:22,273 --> 00:18:23,303
That's where you'll find it.

262
00:18:23,313 --> 00:18:27,993
If you wanna have a look and see
how I do it as a place to start,

263
00:18:28,003 --> 00:18:29,633
then by all means, do that.

264
00:18:30,010 --> 00:18:35,760
Listeners, I believe that LinkedIn
newsletters, when done well, really are

265
00:18:35,780 --> 00:18:37,630
a great opportunity for your business.

266
00:18:37,990 --> 00:18:42,720
But I equally believe that if they
aren't done well, then that becomes

267
00:18:42,810 --> 00:18:47,680
a brand risk, and I want you to avoid
that by going back to some of those

268
00:18:47,710 --> 00:18:50,390
basics of why are you creating it?

269
00:18:50,630 --> 00:18:52,210
Who are you creating it for?

270
00:18:52,460 --> 00:18:54,130
What can they expect?

271
00:18:54,420 --> 00:18:57,870
What processes do you have in
place so that you can remain

272
00:18:57,870 --> 00:18:59,760
consistent over the long term?

273
00:19:00,250 --> 00:19:03,320
Pretty much this is the way to
succeed on LinkedIn full stop.

274
00:19:09,233 --> 00:19:13,673
Another friendly reminder that just
because you write a LinkedIn newsletter,

275
00:19:13,713 --> 00:19:18,243
if it's full of garbage and doesn't
resonate and doesn't answer a specific

276
00:19:18,243 --> 00:19:22,933
topic and isn't laid out well, you
are not going to get cited by AI.

277
00:19:22,943 --> 00:19:27,443
That is just more rubbish filling the
feed that people are unsubscribing from.

278
00:19:28,143 --> 00:19:31,463
Listeners, I hope that you've
really enjoyed today's episode

279
00:19:31,473 --> 00:19:33,093
on LinkedIn newsletters.

280
00:19:33,413 --> 00:19:37,763
I know that there's a gold rush out
there, but I want your newsletter to be

281
00:19:37,763 --> 00:19:42,153
the one that people want to subscribe
to, that they look forward to, and it

282
00:19:42,153 --> 00:19:43,923
contributes to growing your business.

283
00:19:44,233 --> 00:19:48,153
So if you've been listening and wondering
if your newsletter is really hitting

284
00:19:48,153 --> 00:19:52,893
the spot, or if you wanna find out how
to launch one for your business with a

285
00:19:52,893 --> 00:19:58,433
tailored one-on-one session with me, my
LinkedIn Newsletter Growth Lab is for you.

286
00:19:58,783 --> 00:20:00,893
So until next week listeners, cheers