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Your Experience Crafting Mistake

By Jessica Albon

Crafting experience for your Tribe

Shaping by Becky Wetherington

In my work, I’ve found there are 5 reasons most newsletters fail in their objectives. In other words, your newsletter isn’t getting you the results you want for one of these 5 reasons.

Today, we’re going to explore one of those reasons.

Newsletters are great because they let you keep in contact with people over time, letting your Tribe get to know you, like you and trust you (assuming, of course, you’re likeable and trustworthy).

But they have one huge disadvantage: people can subscribe at any time.

That means that right as you’re in the middle of that amazing (and advanced) series, you get a flood of new subscribers who don’t understand these advanced topics… and unsubscribe. Even though they would have loved your newsletter had they subscribed two months ago.

In other words, when it comes to growing your Tribe, your newsletter is often a liability.

That’s right, I said it: a liability.

Because if you want to support your Tribe, you’ve got to go deep with your content. But, if you want to support those people who are brand new, you *can’t* go deep with your content.

Classic catch-22.

Luckily for you, there’s an alternative. The autoresponder.

On the surface, an autoresponder and an email newsletter are pretty similar. Both go out regularly to your email list. The difference, though, is with an autoresponder, a new subscriber always starts at message #1.

This means you can shape their experience in a way you simply can’t when you only have a newsletter.

Of course, autoresponders have disadvantages too, the biggest being that when you have something time sensitive (say an interview you’ve just done), if you schedule it in as an autoresponder, new people won’t get it for months.

That’s why, for most businesses and professionals, the best approach is a blend of the two tools.

An autoresponder for new subscribers to help them find their footing in your Tribe. This way you can go really deep with your topic in the way your Tribe craves, while making sure each person receives the messages in order.

Then a newsletter that goes out regularly to support your Tribe in an on-going way.

For most people, two challenges keep them from using this approach, even though they know it would be a good fit. 

  • First, they’re not sure how to organize the content. Should Widgetry Success orWidgets for People be the first article people receive?
  • Second, they get overwhelmed at the thought of writing all that content all at once. And make no mistake, shaping your Tribe’s experience with autoresponders absolutely means writing a lot of content in a short period of time.

That’s why one of our most popular packages is this autoresponder/newsletter hybrid where we create that intial autoresponder designed to take your new subscribers by the hand and usher them into your Tribe so they’re committed and ready to take action and write the content for your regular newsletter.

Of course, you can put this together on your own, but for our clients, not having to do all that writing *and* having  expert perspective and guidance is really valuable.

If it sounds like something you’d benefit from, reply to this newsletter and I’ll get all your questions answered personally.

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