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Ezine Secrets to Success
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By Diane M. Hess
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Get Readers' Attention
Ezines have quickly become highly effective online marketingtools. Their sheer numbers are overwhelming evidence of theirpopularity. Each week, dedicated readers' access hundreds ofthousands of ezines-- covering just about every topic you canthink of--. This explosion of ezines creates a smorgasbord forreaders, and competition for publishers.
Often, people sign up for a number of ezines, but don't readthem all. Some customers will decide whether an ezine is worthreading based on one issue. So, you can see how important it isthat you every issue is entertaining and interesting. Rememberthat by keeping readers, you are building and strengtheningrelationships with customers. When your ezine consistently givesreaders information they can use to improve their lives, youbecome a trusted source.
Meet Their Needs
It stands to reason that content is what makes or breaks anezine. The first secret to producing a popular, successful ezineis to give readers what they need. How do you know what theyneed? Stop and think of who your readers really are. Whetheryour ezine is about financial planning or fly-fishing, yourreaders are likely novices in this field, while you are anexpert. Think back to when you were just starting out, and makea list of things you had to learn "the hard way." What kinds ofarticles can you write to help them avoid mistakes and findsuccess sooner?
Helpful hints, quick tips, product and book reviews areenthusiastically devoured by ezine readers. They subscribe toyour ezine in hopes of quickly learning how to solve or avoidproblems. Interviews with experts in the field offer readersextra insight and increase your ezine's reputation.
Let's take an example from a real life, my own. I publish anezine targeting writers. Since I am a writer, I know thestruggles they face, whether they are experienced or juststarting out. Articles that give tips on busting throughwriter's block, techniques to improve productivity, and lots ofhelpful organization hints are at the top of my to-publish list.I also might review different software, either strictlywriting-related or more general business oriented (for many,writing is a business, not a hobby).
Staying On Top
I make a point of keeping on top of what is happening in thewriting business, so that my ezine gives readers up-to-date oreven trendsetting information. I do this not only by readingother websites and ezines, but also by communicating with mysubscribers. You should do the same, either by prominentplacement of an announcement asking for feedback, or by sendinga separate email to everyone on your list. If you take thelatter route, be sure to have a few specific questions ("whichsegment is most helpful to you?" "do you consider yourself anovice, experienced, or very experienced in this field") as wellas an open invitation to share ideas on how you can meet theirneeds.
Every moment you spend improving your ezine is time well-spent.Your grateful readers will show their appreciation by readingyour ezine and purchasing your products.
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