If so, just click the PLAY button above. Note: If you can't see the audio controls, you can Click here to listen. . .
We all know why we should put out an ezine, after all, marketing gurus have forever told us "the money's in the list" and the list needs an ezine, but my question is "Why should anyone choose to get your ezine?"
Let's take a look at things as they are today:
- Studies show that if you have an ezine, you're likely to have a blog and post regularly to it so readers can get your thoughts there.
- You're probably submitting your articles to article directories to further build your exposure and spread the word so readers can get your articles there.
- If you're staying current with marketing, you're out on Twitter and Facebook and are linking your articles and blog posts to each of those so readers can keep up with you there.
WOW. . .sounds like I'm making a pretty compelling argument that we shouldn't be putting out ezines -- after all, why do all the work if readers can get the information elsewhere?
Truth is, that's not my thought at all. Email newsletters or "ezines" are a fabulous way to maintain contact with your peeps and are a great place to share things that you're up to.
However, given all the other places your clients and potential clients can read your information and hear about what you're doing, your ezine needs to offer something special, something different that they can't get anywhere else -- essentially a reward for them to keep receiving, and opening, it each issue.
Make It Real: My Request to You
What can you do starting with your next ezine to "up the ante" and ensure that when your clients and potential clients are clearing out their inbox, your ezine is never even considered for unsubscription?
Here are a few ideas to ponder:
- Offer "reader only" teleseminars
- Offer to showcase a different reader's business each issue in a "spotlight"
- Offer to review something from a reader each issue (just be sure this is within your expertise)
- Offer "reader only" incentives -- extra bonuses with products, etc.
- Break out of the standard ezine mold and do something a little different with yours -- for example, I like to share information about my clients in every issue -- what can you do?
So what are you going to do differently from here on out to ensure that your ezine is consistently opened and read?
I'd love to hear your thoughts (just hit "reply" and send them over). . .
Hi Sandra
Those are great ideas you've mentioned there and well worth choosing one or two to add to an ezine.
I guess when I think about what makes me unsubscribe from ezines, it would be that the writer simply doesn't engage me with their content or tries too hard to sell me something without true integrity.
My favourites either hit me with cutting edge ideas I might use myself or take an old idea but make it their own by putting their own spin on it.
Thanks again for some useful ideas I needed reminding about.
Marion
Posted by: Marion Ryan | May 22, 2009 at 04:43 PM
Sandra,
You've just managed to help breathe new life into an ezine that's 6 1/2 years young. Thanks for the outstandingly do-able suggestions, which will be implemented starting in June!
Paulette Ensign
www.tipsbooklets.com
Posted by: Paulette Ensign | May 22, 2009 at 11:32 PM