Podcast Summary: The Marketing Millennials – SPECIAL SERIES: Two Reasons Why You Should Have a Newsletter | Bathroom Break #42 🚽
Release Date: February 10, 2025
Hosts: Daniel Murray (The Marketing Millennials) & Jay Schwedelson (Do This, Not That Podcast)
Overview
In this special episode of "Bathroom Break," hosts Daniel Murray and Jay Schwedelson dive deep into the strategic importance of starting a newsletter for businesses and personal brands. They explore not only the foundational reasons for establishing a newsletter but also provide actionable insights on creating engaging and effective content. Through a candid and conversational dialogue, the hosts emphasize the newsletter's role in building trust, establishing thought leadership, and serving as a versatile content engine.
Key Discussions and Insights
1. The Value of Newsletters in the Current Marketing Landscape
Jay Schwedelson opens the discussion by highlighting the resilience and control that newsletters offer compared to platforms like TikTok, which are subject to bans and algorithm changes. He emphasizes that an email database is an "owned asset" that provides stability and long-term value.
"You'll hear everywhere that your email database is the most important thing because it's your owned asset. You don't lose it, it can't get banned, all of that. And that's all true."
— Jay Schwedelson [02:19]
Daniel Murray adds that newsletters are unparalleled in building expertise and trust with the audience. By consistently delivering valuable content for free, brands can establish themselves as trusted resources, ultimately leading to higher engagement and conversion rates.
"I think it's the ultimate trust builder. Shows that you understand the topic. Whatever product or service you're pitching, it shows you understand this product."
— Daniel Murray [04:33]
2. Establishing a Unique Voice and Consistent Communication
Jay underscores that newsletters are not just another communication channel but a means to establish a unique voice and an ongoing stream of information that keeps the audience engaged beyond sporadic promotions or events.
"It is establishing that voice, the way that you're going to communicate, how you articulate information, how you present information to your database."
— Jay Schwedelson [02:46]
Daniel concurs, highlighting the importance of creating high-quality, actionable content that resonates with the audience, thereby fostering a loyal subscriber base.
"The newsletter does, does two things for you. Number one, whether it's coming from you personally or it's coming from your brand, it is establishing that voice."
— Jay Schwedelson [02:19]
3. Building a Newsletter as a Content Engine
Both hosts discuss how newsletters can serve as a central hub for content distribution. Daniel elaborates on repurposing newsletter content across various platforms, enhancing overall content strategy and maximizing reach.
"It's a way to distribute your ideas, but also it's a way to distribute things in a medium that other people consume. So say you have a podcast or something like that, or a virtual event, you could take the key takes and put it in your newsletter."
— Daniel Murray [06:01]
Jay emphasizes the importance of maintaining engagement from the very beginning of the newsletter. He advises prioritizing compelling content at the top to ensure readers are hooked and continue reading.
"If you don't have something awesomely interesting at the top of that newsletter every single time, that's it, they're gone."
— Jay Schwedelson [08:58]
4. Practical Tips for Starting and Growing a Newsletter
- Start Early for Future Opportunities: Jay advises initiating a newsletter even before having significant content or events planned. This foresight allows for a ready platform to promote future initiatives.
"You want to create this newsletter... not for what you're doing today, but for all the things that you have absolutely no idea that you're going to be doing a year from now."
— Jay Schwedelson [04:46]
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Consistent Quality and Engagement: Both hosts stress the importance of consistently delivering high-quality, engaging content to retain and grow the subscriber base.
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Utilize Pop-Up Forms: Daniel recommends using pop-up forms on websites to capture emails, turning website visitors into newsletter subscribers and expanding the email list with first-party data.
"Having a pop up form on your website, this is one of the best things to have a pop up form to collect more emails on your website... it's a way to start getting at least top of funnel."
— Daniel Murray [10:07]
- Leverage Personal Interactions: Jay shares his tactic of promoting his newsletter during calls with potential clients, capturing the interest of engaged and relevant individuals.
"If the call is going well, I'll say, by the way, I have a newsletter. Would you want me to subscribe you to the newsletter?"
— Jay Schwedelson [11:05]
5. Avoiding Common Pitfalls
Jay warns against the "check-the-box" mentality where newsletters are produced merely for the sake of compliance rather than genuine engagement. He emphasizes that a lackluster newsletter can damage brand perception.
"Here's the worst thing that you could do with a newsletter... you're not really saying, okay, how are we going to make this really engaging? You're literally just going through the motions."
— Jay Schwedelson [06:48]
Daniel adds that the purpose behind starting a newsletter should always be centered around providing value and meeting the needs of the audience, ensuring the content remains relevant and actionable.
"When you're thinking about starting a newsletter, the first thing you should ask yourself is why someone would read your newsletter and why should this even exist?"
— Daniel Murray [07:52]
Conclusions
Daniel Murray and Jay Schwedelson collectively advocate for the strategic implementation of newsletters as a foundational element of modern marketing. They highlight its multifaceted benefits—from establishing authority and trust to serving as a versatile content distribution platform. The hosts urge marketers and business owners to approach newsletters with intentionality, focusing on delivering value, maintaining engagement, and leveraging the medium for long-term growth and connection with their audience.
Notable Quotes
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Jay Schwedelson [02:19]:
"You'll hear everywhere that your email database is the most important thing because it's your owned asset. You don't lose it, it can't get banned, all of that."
-
Daniel Murray [04:33]:
"I think it's the ultimate trust builder. Shows that you understand the topic."
-
Jay Schwedelson [08:58]:
"If you don't have something awesomely interesting at the top of that newsletter every single time, that's it, they're gone."
-
Daniel Murray [06:01]:
"It's a way to distribute your ideas, but also it's a way to distribute things in a medium that other people consume."
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Jay Schwedelson [06:48]:
"Here’s the worst thing that you could do with a newsletter... you're not really saying, okay, how are we going to make this really engaging?"
Final Thoughts
This episode serves as a comprehensive guide for anyone considering launching a newsletter. By combining strategic insights with practical advice, Daniel and Jay provide listeners with the tools needed to create impactful and enduring newsletters that drive engagement and growth.
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Hosts:
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