Posts Tagged ‘publish’

In last week’s installment of my Author’s Journey, I described the importance of creating an incentive to encourage visitors to your blog to sign-up for your e-mail marketing program.

This week, I’m going to describe tip sheets, the simplest, easiest way to create an incentive to build your list and attract new prospects to your marketing funnel.

Tip sheets are powerful and effective because they don’t have to be elaborate, as the two examples, at below left, show; each is printed on one side of a single sheet of paper. They’re judged by the value of their information, not by the number of words or pages they contain.

Why tip sheets make great incentives

Tip sheets distill your expertise into 8 to 12 easy-to-implement actionable ideas. They are judged not by the length, but by the quality of the information you share.

Tip sheets save you money because they are usually distributed as downloadable PDF files, although they are multi-functional; you can easily print-out copies of your tip sheets to carry with you and to distribute at networking functions and speaking engagements.

Not only do the tip sheets save you money, they also save time, for both you and your market. Why? Because they are short and to the point – they are easily written and easily read.

  • Tip sheets save you time. Tip sheets leverage your existing knowledge into chunks of information with high-perceived value. In an hour, or so, you can write and format an effective tip sheet. The above examples contain fewer than 500 words.
  • Tip sheets save your clients and prospects time. The brevity and concisely-presented information that saves you time also saves time for your clients and prospects. They can easily judge your expertise and appreciate the value of the information you provide.

Tip sheets, of course, don’t have to be limited to one side of a single sheet of paper, and they can benefit from professional design assistance. As the example on the right shows, two-sided tip sheets provide extra space for graphics and more information to further enhance your image and communicate your expertise.

The better-looking your tip sheet, the more likely that prospects will save it and refer to it in the future.

Tips for creating and formatting tip sheets

Here are some tips for creating tip sheets.

  • Title. Choose a title for your tip sheet that engages your market by making a promise that’s relevant to your prospects.
  • Introduction. Provide a one-paragraph introduction that “sells” the relevance of the ideas that follow. The shorter, the better.
  • Content. Base your tips on the questions that clients and prospects ask you every day in person and via e-mail. Organize your tip sheet in a question and answer format, or use a short phrase to introduce each tip.
  • Call to action. End with a call to action, which can be as simple as an offer to obtain answer questions submitted by phone or e-mail.
  • Links. Use links to your website to make it easy for recipients to take the next step. Make sure that your links are spelled out (for those who may be reading a printed version of your tip sheet) and make sure the links are activated in your PDF.
  • Graphics. Personalize your tip sheets with a photograph, accompanied by a one-sentence background or positioning statement.
  • Design. Use contrasting typeface, type size, and formatting options like bold or italics to visually set the questions, or phrase introducing each tip, apart from the body copy that follows.
  • Color. Use color with restraint; less is always more. Avoid choosing light colors, i.e., yellow, for text. As always, the colors you use in your tip sheets should reflect the colors associated with your website and your personal brand.
  • Layout. Use a 2-column layout to keep lines short and easy to read. Add extra line spacing to enhance readability.

Leveraging your tip sheets

Here are some tips for leveraging your tip sheets:

  • Print and carry. Print copies of your tip sheet on your desktop printer, or have color copies made at office supply stores like Staples. Always carry copies with you wherever you go. You never know when you’ll meet your next valuable prospect!
  • Promotion. Use the back of your business card to promote your tip sheet. Show a thumbnail of your business card, and the specific page of your website where prospects can sign up to receive it.

Most important, create new tip sheets on a regular basis. Add interest to your tip sheets, and a reason for visitors to return to your site, by creating a new tip sheet on a different topic each quarter.

But, limit access to your previous tip sheets to those who sign up for your latest tip sheet! Place links to previous tip sheets on a special landing page, with a URL that you share in the confirmation e-mail prospects receive when they sign-up for your tip sheet.

Limiting access to previous tip sheets adds strength to your offering, making it more and more important for prospects sign up for your tip sheet and e-mail newsletter.

Note: for one week only, you’re invited to download (no registration required) PDF samples of the tip sheet examples shown above; visit a special page I created for my Active Garage friends.