I watched a movie called The Way the other day.
It stars Martin Sheen and is directed by his “other” son, Emilio Estevez.
The movie itself is OK. But the scenery is stunning.
It’s about the El Camino de Santiago, an ancient route of pilgrimage that windswestwards from the French Pyrenees to Santiago de Compostela, in north-west Spain.
Pilgrims have trod its path for centuries.
And they still do today, but with iPhones and North Face backpacks.
There are many reasons why people put themselves through this trek.
Some do it for religious motives.
Others for health.
Some to take time out and just think about stuff.
And others because they simply like being outdoors.
But all of them are going in the same direction. To the cathedral at Santiago.
The same thing is true of your own client and prospect list.
They might all be interested in what you offer, but they have many different needs and wants.
So don’t forget that not everyone will respond to everything. Not everything you write will appeal to everyone.
Not everyone will choose your product or service for the same reasons and the same expectations.
So use a variety of articles. Mix it up.
Some about different aspects of what you do. Some about technology. Some about family life…
And keep on sending newsletters.
When an article really appeals to someone, they’ll respond.
That’s what we do at our newsletter service. And it works out well.
Head on over to https://www.readybusinessnewsletters.com/onemonthfree/ to check out our variety of articles and to start appealing to clients.
It’s all part of the rich tapestry of life.
Simon