The newsletter is no longer effective, and business owners should start exploring different options. What could you do in place of sending a newsletter? What do you need to keep in mind as you move forward with new types of communication? On this episode, I share why you need to focus on the human aspect of your approach.

You need to understand the human beings in your audience. What do they want? -Dana Malstaff

 

3 Things We Learned From This Episode

• If you send your audience the same thing at the same time every week, people will switch off. Be careful not to be too consistent.
• Stop targeting demographics. Think about who your audience is and how your content can exist in their lives.
• Rationality is unrealistic. As much as we’d like to think business is business, as long as people are involved, it can never be completely rational.

 

No matter how foolproof regular communication might seem, there are significant drawbacks. While algorithms reward consistency, if you’re sending out the same communication at the same time each week, you’re not going to convert an audience into loyal customers. You’ll be at risk of becoming background noise detached from your fanbase. The newsletter is dead: it’s time to start looking at real people.