Marketing for solopreneurs can be hard... but it does not have to be. Sometimes the easiest path is right within reach.

I will show you the hidden gem in your #newsletter audience.

And it all comes down to one, simple step:

The very short version:

ASK.

(Yes, it's that simple, but believe me, it yields the highest quality and usable content and reference.)

Let me explain:

I was in need of content to generate content to promote one of my newsletters through LinkedIn and Twitter.

The simple steps to do this usually are: Find examples, copy, adjust and create 'new' content for (self)promotion.

But... it's sooo cliché. It's usually self-centered (hey, you're a solopreneur or you are not) and usually... well - with or without imposter syndrome - it just sounds cheesy.

Enter the 'ask' part.

Even with 2 subscribers on your mailing list, it takes only 1 email to ASK them to give feedback. To ask them to write a testimonial.

You already have no... but 1 reply can make a difference.

And that content is pure. That reply has intrinsic value. Value and opinion coming from 1 of your true readers. A true testimonial.

Here are the steps I took to get my first 20 testimonials, each of them a golden nugget of marketing content (with even more benefits):

1️⃣  Segment

No need to address your whole list for this. I made a specific (loyal) segment: subscriber for 1+ year, opened the past 5 emails, engagement = often.

💡 Tip: You can make this a dynamic segment, so you can easily automate recurring contact with this group of loyal readers.

2️⃣  Personalize the message

Make sure that when you address these loyal readers, that you call them by their first name (no empty FNAME!). If that means you enrich their details one by one, just do that. It pays off.

3️⃣  Make it special

Better said: Make them feel special. Write your message, place yourself in their shoes, re-write your message and make it even nicer, gentler. This is all about the mutual "feel good" about your self situation.

4️⃣  Do not forget to say "Thank You!"

Cliché, but when you express how grateful you are... you increase the likelihood to receive gratitude in return.

5️⃣  So here's the message that I sent, word for word.
(I sent this on Thanksgiving Day 2021... seemed like the perfect moment)

title: Thanks for being a loyal [newsletter name] reader!

"Dear [First Name],
I truly hope you are well and that life is treating you kindly."

"I just had the 7th anniversary of [newsletter name] and you have shown to be a loyal reader of it for the past year... 2 things that make me a happy man.

And today (Thanks Giving in the US where I reside) is a good moment to show that gratitude."

"To leverage the appreciation of [newsletter name] that people like you express and to also show my appreciation towards you, I want to ask you something:

Can you please reply to this email and:"

– In 2 sentences, express what [newsletter name] brings you and why you recommend it to others?
– Let me know if I can use your name and/or company name with your testimonial (if not I will mention "a loyal [newsletter name] reader")"

"Optionally add a link to your company website

I plan to use the testimonials online (and in the footer of this newsletter) and always make sure there is an active link when you supply one."

"Knowing my readers, I trust you also see this as a mutually beneficial gesture. 

There is no specific ask from you, I appreciate you even without reply, but sure hope you consider giving it a couple of minutes of your time.

Keep in touch!
Jan"

"PS I sent this message to 174 recipients (out of 1500) only... so know that I really value YOUR readership!"

As you can see, I was respectful and kind.
I received 25 very kind replies, 20 of which had very valuable and useful testimonials. And all just by asking, gently.

So, now that you have the testimonials, there are a couple things to do:

🔡  organize
💄  enrich
🆙  optimize
🤖  and bonus topics 1 & 2 below: automate.

I put the content from the replies in an @airtable table, which allows me to play around with it, enrich the content, optimize and make it available for further use. Either for myself (using the fab https://baseline.is/) or for a remote graphic designer.

6️⃣  Bonus 1: Automate Collection
In Airtable it made sense to make and tweak a form for this content. As a results I added the following with a link to that form in my newsletters: "❤ LOVE [newsletter name]? Share your testimonial and get featured!"

🏆 Auto collect!

7️⃣  Bonus 2: Automate Marketing
Something still to explore, but I guess it is a small step to link the collected testimonials data to something like @bannerbear and have your visuals generated automagically. From there it's a small step to marketing automation heaven.

✨ There you have it. Ask, collect, learn and use this flow to generate intrinsically good content for proper marketing... 

And yes, be prepared to blush. If you do well, you will get the compliments. 🤗

You can read the unrolled version of this thread here: https://typefully.com/janvaniperen/pZEqqlwOYNqO