A CUT ABOVE
A week or so ago as I was setting my clocks forward I happened to see Steve Martin on TV. He was playing the banjo (fabulously!) and promoting his tour with the Steep  Canyon Rangers.
Is there anything this guy can't do? After scaling the heights in comedy he became a fine art collector, wrote plays, a novel and an autobiography, and now he's playing a mean banjo with top-of-the-line bluegrass musicians.
Persistence
I recalled reading Martin's autobiography years ago, where he talked about how long it took him to get noticed as a comedian:
"There was a belief that one appearance on The Tonight Show made you a star. But here are the facts. The first time you do the show, nothing. The second time you do the show, nothing. The sixth time you do the show, someone might come up to you and say, 'Hi, I think we met at Harry's Christmas party.' The tenth time you do the show, you could conceivably be remembered as being seen somewhere on television. The twelfth time you do the show, you might hear, 'Oh, I know you. You're that guy.'"
Just Like Newsletters
It reminded me of E-Newsletters. (Funny how so many things remind me of E-Newsletters.) Same principle. Do it, do it again, do it again and again. Don't worry about outcomes. Just keep doing it until somebody notices.
Which, sooner or later, they always do.
Suggestions
And so with new beginnings upon us (Springtime) and persistence in mind, I offer a few suggestions for E-Newsletter success.
Publish Monthly. Most of your patients spend most of their time thinking about themselves, not you. I'm not one of those selfish people of course, but the fact is, if you want people to notice you, and (even more important) remember you, and (even most important) call you, you need to show up regularly. There's a lot of competition for attention, and four times a year doesn't cut it.
Don't wait until you need the business. For many  professionals, marketing is something they do when the client work dries up. As one friend of mine commented, that's like saying showering is something you do when you notice all your friends are gone. At that point, it's a little too late.
So publish consistently, whether you need the work or not. (Don't worry, you can always tell the people who call that you're too busy right now to take on anything else.)
- Celebrate progress.There's nothing like the excitement that comes with picking up the phone and encountering a new, friendly, eager prospect on the other end of the line… and knowing it's all attributable to your E-Newsletter.
But that won't happen every day. So take note of the small wins that your E-Newsletter brings along the way: praise from readers; new friends on Facebook; a third thing I'm sure I could think of if I had more time; etc.
The point is, if the only thing that "counts" in your mind is a new client with checkbook in hand, you may very well run out of E-Newsletter steam and inspiration before you get there.
Bottom line: It takes a while to break through the clutter and get noticed. Once or twice – even on something as high profile as The Tonight Show – doesn't make much  difference; E-Newsletter success comes to those who publish regularly and commit to the long haul.
E-Newsletter Topic-of-the-Month
Feeling uninspired about your May issue? Here's a timely topic: Tattoo Removal.
May's college grads will be hunting for jobs in a tough market. Their parents are worried – count on it – and can't bear thinking about the kid's tattoo peeking out from their business suit.
Let your patients know you've got the technology to handle that one.
Yours in continued prosperity,
Joyce Sunila
President
Practice Helpers
By the way, feel free to share this message with your colleagues.
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