Two newsletters? A second blog? More than one podcast or video channel? Why on earth would you do that?
Because you have more than one practice area, target market, types of cases or clients or niches and one market doesn’t want or need or relate to the other. If you target consumers for injury cases, for example, but also offer services to small business owners, or a sizable segment of your list speaks another language, a single newsletter or blog might not do what you want it to do.
You start another blog or newsletter to bring in a different type of case or client. It’s a smart way to grow a general practice or a multi-disciplinary practice, or to target another niche.
So, should you do it? In theory, absolutely. In practice? Don’t be ridiculous.
It’s challenging enough to build one marketing channel successfully; how can you possibly do it with another?
So no, don’t do it. You don’t have the time. You’ll lose focus. You have enough on your plate already. So no, don’t start another newsletter or channel. Don’t even consider it.
Unless….
Unless the idea excites you and makes total sense for your practice. And you have sufficient resources, e.g., time, employees, ideas for content, technical know-how, etc., and, most importantly, you’ve thought about the idea for awhile and can’t stop thinking about it.
In that case, do it.
If you’re still not sure, test the waters. Tell your subscribers or followers what you’re thinking about doing and see if they show interest. Ssend out a survey, talk to some of the leaders in the market, post a sign up sheet on social.
See what your folks think about your idea.
Or, just start and see what happens.
Does anyone think it’s a good idea? Something they would sign up for? Encourage you to do it?
After you’ve done it for a couple of months, do you still love the idea? Look forward to writing the next article or post?
And, what is the market showing you?
Are you getting a steady stream of comments, questions, success stories, and engagement from subscribers and followers? Are you getting new appointments and signing up new clients?
If it’s working, keep going. If not, you can back off.
That’s the way marketing works. You try things, see what happens, do more of what’s working and eliminate (or fix) what isn’t.
Try things. And keep trying them. You might be very glad you did.
No matter what happens, you’ll get better at marketing, writing, and talking to clients and prospects about what they need and want, and showing them how you can help them get it.
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