Have you ever received emails like this in your inbox?
“Can you promote my event in your newsletter?”
“Can you share my event?”
“Can you help promote this?”
“Can you share this with your community?”
If you’re reaching out to others and asking them to help promote your event or content you need to be thoughtful and strategic with your ask.
I create and send out several weekly/monthly newsletters to communities of entrepreneurs sharing helpful/educational resources, events, and content.
I wrote these best practices/tips to help you increase the chances that the party on the receiving end will fulfill your request.
#1 Make It As Easy As Possible For Them To Help You
Most people are kinda lazy and don’t want to do extra work, so you’ll need to make it as turn-key as possible for them to help you.
If you want others to share your content you should include ALL relevant copy within the first email. You should not have to exchange 10 emails back and forth.
Since you are the one making the request It’s not their responsibility to understand your ask, create, and refine your copy. They should be able to copy and paste verbatim. If they have to spend even spend 20 seconds trying to understand what your ask is, you’ve most likely already lost them.
It’s worth repeating, make it as EASY as possible for them to say yes.
Clearly State the Goal You’re Trying to Accomplish
Be clear about what you’re trying to accomplish. If it’s not clear why you’re doing something, then others will not be as motivated to help make it happen.
“We’re trying to increase attendance at X event.”
“We’re offering X workshop on X topic that is valuable for your audience because of X.”
“We just launched X new product feature and are trying to grow our user base by hosting X event.”
“We created this content and would like to share it with your community in the hopes of achieving X.”
In the past I’ve included one sentence with a link to a video or site.
“If you’d like to know more about our Mission/Vision you can read/watch more here.” Don’t include too much information but always provide the option to learn more.
Include a Discount Code or Freebie
Everyone likes free stuff. There’s a reason that every startups has t-shirts. Create a specific discount ticket code they can share exclusively with their audience. Be thoughtful about what you provide and make sure it makes sense in the context of your ask.
Find out their preferences on how content should be formatted. Ask if they have any suggestions on how to tailor the content to their specific audience but do NOT expect them to do the work for you, or rewrite your copy.
I created the following template that includes the formatting and relevant information I need to include content in each newsletter
- Catchy subject line
- Short sentence or two describing benefit of attending
- CTA — ex: RSVP Here (please include link & logos)
- Please include copy that highlights the value adds and will encourage our members to attend.
Don’t forget to include copy in several formats to share on multiple platforms
Understand Their Expectations
Which day of the week does the newsletter go out?
When do they prefer to have the content by?
Understand their deadlines and make sure you provide plenty of time for them to work your content into their newsletter. Don’t email them that morning if they’re sending it out that afternoon, and expect your content to be included.
I prefer to have the content at least 1–2 weeks in advance if possible but no later than Monday at 2:00pm as the Galvanize newsletter has to be reviewed and approved prior to release.
After the deadline you might receive an email from me letting you know you missed the deadline for that week, and to submit again in the future.
Subscribe to Their Newsletter
It’s helpful to understand the style, tone, and audience demographic.
If it’s a private community you don’t have access to, or are unable to subscribe, first do some research and then ask questions to understand how you should tailor your ask to reach their audience in the best way.
- Who is the audience?
- What is the demographic?
- What motivates/drives them?
- What would they find valuable?
- What has worked well in the past?
- What do they respond well to?
Do not be upset if your content is not a good fit for their platform or audience.
BTW If your content or ask is sales-ey in any way, shape, or form don’t be surprised if they’re not able to include it in the newsletter. Every piece of content should provide value to its community and readers.
Examples may include: An educational event, educational content, or providing access to a free helpful resource etc.
Include All Relevant Details
If it’s an event it should include the: Who, What, When, Where, Why, in a clear bullet pointed format. Don’t make them email you back asking for the most basic information.
Write your copy, make sure its value driven, then cut it in half.
TLDR — Most people are going to skim to find the information they’re looking for. Don’t include too much text or it’ll get skipped right over. Be thoughtful about each sentence.
Ask yourself is it precise? And does it add value for the reader? If not, cut it.
Or simply ask them
“What can I do to make it easier for you to share this?”
State One Crystal Clear Call to Action
I can not tell you how many emails I receive daily that do not include a clear ask or CTA. Your CTA should not be buried in the body of the email. The body should support your CTA, and your CTA should be clearly stated. I even go so far as to BOLD my CTA so they can just jump straight to my ask if they choose.
Include a Logo, or Image
Don’t expect them to use it but you should include a logo, image, or graphic in case they prefer to have it on hand. Don’t make them email you and ask for it. Again, make it as easy as possible for them to help you.
Make Sure to Thank them!
It’s always worth it to send a Thank You note. It can be a short TY, or you can include a sentence or two on how their support helped you achieve your goal.
Generally human beings are generally open to helping others.
If you can be thoughtful and strategic in your ask, and make it as easy as possible for others to fulfill your request you’ll dramatically increase your chance of having your event or content shared and promoted.
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