Why your members don't care about the coworking industry
Coworking newsletters fail when they only talk about coworking. Instead of sending generic workspace stats to members already in your building, community managers must write about local neighbourhood updates and real people to build genuine connection.
I love coworking, but it's not very interesting.
And I've done this myself—hands up—but sending your email list updates about why coworking is great is not very interesting.
Telling your members why the building they're already sitting in is a great thing, how many coworking spaces exist in the world, how much has been invested in coworking, how coworking can help their mental health—they're already in.
All that information, while it may be true, does not help them thrive and survive. It doesn't help them connect to each other. It doesn't help them connect to you. And it's really boring.
If you're in a coworking space and you're sending email newsletters, people are interested in each other, not coworking.
When you write to them, write to the person sitting in the room you already know. I don't mean in some synthetic marketing avatar kind of way—you're a business owner or community manager working in the same building as your customers, not a corporate agency halfway up Canary Wharf Tower.
Google "Top 10 Project Management Tools for Freelancers" and you'll write something your members have already seen a hundred times that week.
Write about what's going on in the neighbourhood, the collapse of society and citizenship, the new bean in the grinder across the road, what's happening in the school holidays. That's how you show you're in tune with them.
Life is urgent and words are precious, Josh Bernoff always says the readers' time is more important than your own.
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