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Home::Newsletters
Re-evaluating The Purpose of An E-Zine
Author : Dan Fry
With all of the push these days to publish an E-Zine as an
online marketer, deciding whether to accept articles and paid
advertising is becoming nothing more than a quick second
thought. As E-Zines are increasingly turning into mere tools to
generating sales, people are turning more to pre-written
content. Are E- Zines loosing their aire of freshness as an
outlet for true discussion?
I personally subscribe to numerous E-Zines just to see what
others are writing about. Most simply circulate the same
articles written by a chosen few without writing any original
content themselves. Coming up with clean fresh ideas truly takes
work, but don't you owe it to your subscribers?
Times are busy and life is rushing by. People simply do not have
the time to sit and read every article, commentary, or
advertisement that passes their eyes. As the commercial
marketplace becomes increasingly saturated with hype after hype,
people are developing a keen sense about worthwhile articles.
Focus on delivering high value content and not using your E-Zine
strictly as a marketing tool.
I like to think of my weekly E-Zine issue as a get together with
your closest friends over coffee, wine, a beer, or whatever they
wish to entertain. Would you repeat the identical conversation
week after week?
When just starting out with your E-Zine, your relationship with
your subscribers is analogous to a first date. It is the same
for authors who publish in other E-Zines or for inclusion of
outside ads in your publication. Subscribers just don't know
anything about you.
Why not build a relationship with your subscribers? They came to
you wanting information. Don't simply give them "cut and paste".
Give them you. Add freshness. Add your insight. Your humor. Your
perspective. If you honestly talk to them they will listen. Your
friends would. Wouldn't they?
I don't pretend for one minute that building this relationship
will be easy, only fruitful. There are a few guidelines that
will maximize the strength of our subcriber relationship.
(1) Be honest and let it come across in your writing sent to
your subscribers.
(2) Send your online publication on a periodic basis at the
same time and on the same day. This is the begining of trust.
People want to know when to expect receiving correspondence from
you.
(3) Give weekly updates as to what they can expect in the
future issues. No surprises builds trust. Moreover if you focus
on content and write captivating articles your readers will sit
in anticipation of the next discussion. Tell them that the list
is tentative to leave yourself a bit of flexibility.
(4) Refrain from advertisements or sales copy when building
your list.
After you take time to put yourself into your E-Zine, then
decide if you want to let anyone else in. Don't be tempted by
the quickness of using someone else's content and profits from
paid advertising. Develop first a high content electronic
publication. Self satisfaction, praise, and the esteem of others
will result.
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