By now, you’ve probably heard of theSkimm, the startup run by friends and business partners
Carly Zakin and Danielle Weisberg. In case you haven’t: It’s a daily email that rounds up news from around the world in a bite-sized, snarky format. If you’re not yet convinced, keep this in mind: Oprah reads theSkimm every day, they’ve received $6.25 million in funding, and in just two years, they hit 500,000 subscribers.
How does this relate to your solo business, even if you aren’t necessarily looking for venture capital or a business partner?
Here are a few lessons from Carly, Danielle, and the rest of theSkimm team that you can apply to your solo biz:
Make opting in the obvious choice
Shaming your readers? Probably not the best idea. Gently poking fun at them? Gold mine. theSkimm does this by making people feel silly for not opting in. When you land on the site, a pop-up appears with two choices: to click the sign-up button or to click the button that says “No thanks, I prefer to be miserable in the morning.” Kinda makes signing up seem like the obvious choice, right?
You can apply this in your business by utilizing a pop-up that evokes the same emotional response (it probably sounds something like this: “Haha! Welllllll...okay!”) or providing an opt-in that’s so valuable it seems silly not to sign up.
Tell people what to expect
theSkimm markets itself very clearly as a daily email delivered to your inbox at 6am EST. Their tagline is “We read. You skimm,” which notifies potential subscribers that they should expect an easily digestible format.
We’re not saying you should send out a daily email to your community (in fact, that seems like a completely unnecessary undertaking for a solo business owner!), but you too can capitalize on this transparency in your business. We sought to create consistency by scheduling The Hot Seat, our weekly “talk show,” every Wednesday so that people know exactly where and when to find us. Another common example? Marie Forleo followers know that every Tuesday, Marie will post a new episode of MarieTV.
Telling people what to expect isn’t limited to scheduling. Marketing a blog post as a “primer” or “101” instantly tells people that it’s basic, introductory content, just like titling a YouTube video “Quick Tip” indicates -- you guessed it -- that it’s a short video.
Create an instantly recognizable brand
You’ve probably heard more about branding than you care to know. (No? Then check out our Personal + Professional Branding theme!) But it bears repeating: your images, your colors, your tone, and your formatting should be recognized by your community no matter where you happen to be, online or off -- your site, on social media, in the comment areas of other blog, or while giving a live presentation.
We’d wager a guess that any Skimm reader could tell you their signature color (Skimm Blue, as they call it), a few of their memorable subject lines (like Gobble Gobble in honor of Thanksgiving and Espresso Yourself), some of their frequent categories (Quote or Word of the Day, Repeat After Me, Skimm Reads), and their classic first line, “Skimm’d” which is always completed with both cheeky and relatable examples like “over Pillsbury cookie dough,” “watching the Emmys” and “from bed.” They even have a name for their “language”: Skimm-ese.
Capture your own signature pieces and rock those babies anywhere and everywhere.
Speak to your audience
It’s immediately obvious whenever you interact with theSkimm -- on their site, on their Instagram account, or in their actual emails -- who their audience is: busy millennial women who want to stay up-to-date on world events but don’t necessarily have the time or energy to seek it out. How do we know that’s their audience? They tell us -- through that shade of Skimm Blue we mentioned and through references to white wine, “Law & Order: SVU” marathons, Equinox gym memberships, and the US Open.
How can you do this in your solo business? We’ll assume you know who you’re speaking to. Make two lists: one list of things that you identify with and another of things you constantly hear about from your community. In an actual or figurative Venn diagram (love us some Venn diagrams!), find the overlap. This is a version of the method we used to create some of our most popular offerings, like our Solopreneur Sanity Handbook (from conversations about productivity and self-care) and our Location Independence Month (from conversations about the desire of so many in our community to be able to travel and run a business simultaneously).
Make people feel included + incentivize sharing
We personally can’t stand the Mean Girls-inspired graphic circulating on Instagram that says “You can’t sit with us.” We’re opposed to references to exclusion and love the opposite approach: inclusion. theSkimm makes people feel included -- and therefore, more inclined to share -- in several ways: by mentioning all reader birthdays and by encouraging people to become Skimm'bassadors.
We do the same by allowing people to carry the #OneWomanShopBaton on Instagram, providing a badge that our members can put up on their sites, offering opportunities for members to be featured in the Member Spotlight, and choosing a Member of the Week at random, not to mention special little treats like a chance to win a Starbucks gift card (for a Pumpkin Spice Latte, of course) if you send out a tweet on our behalf.
Find creative ways to loop your community into your mission -- and then make it easy for them to showcase their participation by creating Swipe Files of the content you want them to send out, including pre-drafted Click to Tweets, for example.
For goodness sake, make it fun
We imagine it’s a bit of a challenge to make serious world news both informative and fun, but theSkimm does just that. Likewise, teaching people about WordPress, for example, could be incredibly dull, but Shannon of WP+BFF does it in a fun, relatable way. Talking to people about productivity + self-care, like we do in The Solopreneur Sanity Handbook, could feel heavy-handed and boring, but we do our best to make it relatable with personal anecdotes and examples.
How can you make things just a bit more relatable, digestible, and yes, flippin’ fun for your community of clients, customers, and collaborators today?