In this ongoing series of how to write profitable coach newsletters, Milana Leshinsky reinforces what I have often said in reviewing hundreds of coach ezines:

The number one mistake coaches and consultants make in newsletters is omitting a call to action. Here is an excerpt from Milana on the 4th element necessary for a great ezine.

Success Factor #4: Action. This is the biggest most common problem I see in coaching newsletters.

Great topic, great information, plenty of personality and unique voice… …but no call to action! A call to action is a step your readers can take to implement the ideas you shared with them.

Ideally, you want to tie everything your write into a coaching program or a product you sell. For example, going back to the relationship coaching, an action step could be:

– Take a self-assessment on marriage readiness

– Sign- up for a communication for couples
tele-seminar

– Register for an upcoming group coaching
program for couples

– Attend a live event on love and dating

– Purchase a book or an audio program on family
budgeting

– Send a question about your relationship situation

All of these calls to action prompt either a purchase or further interaction with you, getting your reader one step closer to becoming a coaching client.

Without a call to action, your subscribers will read your stuff, thank you for the great information, and file it away.

So make sure that ever issue you send out has a call to action.

This is the 3rd excerpt from Milana Leshinsky’s article on writing newsletters that get results.

Success Factor #3: Focus. I see many newsletters that consist of bits and
pieces of information. I found that focusing on one topic per issue is most effective.

You can include tips and resources, but there should always be a single focal topic in every newsletter you publish.

If you do have to include several unrelated topics, we recommend using a short table of contents at the top of the ezine so readers can find what they are interested in and get to that quickly.

This is Milana Leshinsky’s success factor #2 in writing an effective newsletter that gets results. Here’s an excerpt:

Success Factor #2: Relevancy. The core content of your newsletter must be on a topic you normally coach your clients on.

Let’s say you’re a relationship coach. There is a GAZILLION things you can write about!

– Choosing a perfect partner
– Step-family issues
– Conflict resolution
– The in-laws issues
– Going to school while married
– Having a first child
– Budget and sharing finances
– Social life after getting married

…and this is just to scratch the surface!

Plus, when a topic is relevant to what you coach your clients on, you can use real life examples, case studies, illustrations and tips!

Publishing a newsletter that’s highly relevant to your expertise will not only increase and retain your readership, but will get prospects to approach you directly!

My colleague Milana Leshinsky writes a good newsletter called the Coaching Business Weekly. I want to share with you an excerpt on How to Publish a Coaching Newsletter That Brings Clients.

Here is her Success Factor #1 on writing a profitable coach newsletter:

Success Factor #1: Personality. This is the defining factor!

Nothing can be a greater waste of time than publishing a generic newsletter with no personality  behind it.

It’s easy to spot a newsletter without personality. Just look for the word "I" – chances are, you won’t
find it!

Remember, coaching is a very personal and intimate experience. Injecting your personality and your voice in it can help your readers connect with you on a much deeper level than any generic writing.

If you are not sure whether your newsletter has personality, let your friend or spouse read it. Can they "hear" your voice as they read it? Can they easily tell you wrote it? If yes, then you’ve got it!

If it sounds like an excerpt from a magazine article that anyone could’ve written, then re-write
in your own voice.

I find it a lot easier to do when I read it out loud. Does it sound like you normally speak to
people? Do you normally sound excited? Gentle and understanding? Quick and to the point Inspiring?Patient and detailed?

Use your voice in your newsletter, and your ideal prospects will become your biggest fans!