For every entrepreneur, finding effective ways to connect with clients and build relationships is crucial. Brian and Mary Jo Sullivan recognized this need early on in their journey, leading to the creation of their email newsletter. What started as a simple communication tool transformed into a powerful asset that helped establish their brand and increase visibility.

The Newsletter 

The team was growing, as was our client list, but as an entrepreneur, I was constantly considering how to make our business better. One of our best early returns on an investment was our email newsletter. When we started the business in 2010, email spam wasn’t nearly the issue it is today. So, it was easier for our emails to make it through to our readers than it would be now. For a relatively minimal subscription cost, we created a template and a mailing list and were up and running. 

At the start, our mailing list had a disproportionate number of Sullivans as it was made up of more friends and family than potential clients. However, we also included contractors and other industry colleagues that we thought might find the content interesting and beneficial. We felt the purpose was to remind people that we existed and stay top of mind, not to try to directly sell. So, we had technical content that we felt was informative and educational, not sales-y. 

We also included items completely unrelated to our area of expertise: a quote of the month and monthly recommendations for restaurants, books, and apps. Just like the business, the newsletter was a snowball that had to start rolling. We didn’t get much feedback in the first few months other than from family and friends, which is a great reason to have them on the list. However, after a few months, we started to notice that our name recognition picked up significantly.

 As I would be introduced to people at events, I began to hear comments like, “Oh, yeah, I know you guys, so and so forwarded me your newsletter. I didn’t realize you were that large already.” There were two of us on the team, and one of those two was part-time, yet the newsletter made us seem “large.” It also allowed us to differentiate ourselves to a wider audience as a professional, trustworthy firm that wanted to provide value first. 

Reflecting on their journey, Brian and Mary Jo emphasize the newsletter’s significant role in enhancing their visibility and credibility within the industry. By focusing on providing valuable content, they not only maintained connections with their existing network but also expanded their reach to potential clients, showcasing the power of thoughtful communication in entrepreneurship.

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