“Once there was a tree… and she loved a little boy.”

So, now you have some people subscribed to your email – what will be your main purpose? To sell to them? NO!! To help them.

I know what you’re thinking: “I’m the one who needs help! I don’t even know what to write about in my emails.”

Don’t worry. Today we’ve brought in an industry expert to show us how it’s done:

A tree.

Specifically, the Giving Tree. If you haven’t read it, warning: this simple children’s book might make you cry. But it really is one of the best examples in history of what it means to PROVIDE VALUE for the people you serve.

In the book, we follow all the different ways the tree gives to the little boy throughout his life:

• providing shade and a place to play;
• providing apples to eat and sell;
• providing wood for a boat;
• and finally, providing a quiet spot to sit and rest.

Some people read this and think, “The tree gets the short end of the stick – why would I want to do that?” It’s a fair question, especially in the early years of building a business. But remember: the goal is to play the long game. Think about it this way: the tree is “in business” with the boy when he’s a kid, all the way until he’s an old man.

If you do this right, you’ll have a customer for life.

The important thing to remember is: YOU HAVE SO MUCH TO GIVE. Probably more than you realize. Here are our TOP 5 ideas for email content that will create value for your subscribers:

1. Help them solve a problem. We say this all the time, but one of the most important questions to ask in business is, “What problem am I solving for people?” If you can answer that question, your content is sure to provide a distinct benefit to customers.
2. Link them to relevant case studies. “Case study” is just a fancy way of saying, “How are other people solving this?” Do your research and pass the findings on to your subscribers.
3. Teach them something new. Learning is power. E-books, e-courses and webinars can help position you as the expert in your industry and create invaluable bonds with your customers.
4. Give stuff away. Never underestimate the power of free resources. It could be a discount, or a small promotional gift. Honestly, I’m shocked at how often I go to Del Taco just because they offer me a BOGO burrito.
5. Share success stories. Tell about the practical ways your product or service has worked for others. It may sound self-serving, but it helps people see the tangible difference you’ll be able to make in their lives too. AND if you’re don’t want to sound braggy, let someone else say it for you through a customer testimonial!

Hope you’re inspired to start coming up with your own ideas! Remember: it’s about them, not about you. Trust me (and the tree) – helping them really will help you in the end.

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