Turn Your Newsletter into a COI Newsletter

You already have the content. You just need to reframe it for a different reader.

If you’re already writing a newsletter for your clients or prospects, you have content that your centers of influence would find valuable too. But sending them the same newsletter isn’t the best approach. A COI is a different reader. A client newsletter educates the people you serve. A COI newsletter takes that same content and packages it for the professionals who can refer them.

The difference is the framing.

Take the article you already wrote for your client newsletter and add a short intro note at the top, written for a COI. Address three things:

• What does this article cover?

• What are the key takeaways?

• Why would it matter to the clients they serve?

That’s it. You’re not writing new content. You’re giving a fellow professional a reason to read what you’ve already produced and a reason to remember who you are when a referral opportunity comes up.

Close it with a simple line offering to be a resource and an easy way to reach you. Nothing salesy. Just “if you work with anyone in this situation, feel free to forward this along or reach out.”

The takeaway: You don’t need to create separate content for your COIs. You need to reframe the content you’re already creating. A short intro note that says, “Here’s the article, and here’s why it matters to your clients,” turns your newsletter into a referral tool.