Publishing an ezine is the ideal way to reach your target
market. How far your reach extends depends on the type
of experience you create for your readers.
By giving your subscribers a value-laden, benefit-rich
experience you can create an ezine with a loyal and
eager following of dedicated readers.
Here are three powerful things you can do to create the
type of experience your readers demand:
1. Let Your Readers Get To Know The Real You
My favorite ezines have a personality. The personality
of the writer behind the words is what captivates my
attention.
Every writer has a unique style, and when it is allowed to
flow freely it can be quite contagious. Let the real you
come through in your words. Let your style flow from your
heart. Just be yourself and talk directly to your subscriber.
An effective technique is to visualize yourself writing to
just one person. This person should fit the profile of your
target group. If you've properly identified the wants and
desires of your audience, you'll find your writing style
becomes more natural and flowing.
By using this model you discover the power behind the
word "you". You can never use the word "you" too much.
You know what I mean?
This approach works even if you are the editor of a
corporate or institutional publication. Your own voice
is more effective, and affective, than an anonymous,
ghost-like corporate voice. You'll discover that the
personal approach helps to bridge the gap between
a reader and an otherwise impersonal entity.
2. Provide Solutions That Help People Reach Their Goals
Your readers subscribed to your ezine because you
made a promise to deliver something of value. You
must consistently deliver goal-oriented value to keep
loyal readers.
You do this by giving people the tools and information
they can use to make their own informed decisions.
By creating an environment which seeks to inform,
rather than sell, you establish a lasting rapport and
an atmosphere of trust.
To put this into practice, deliver the value aspect of
your ezine in the form of word pictures. Tell a story
drawing on your personal experience and show how
you were awakened to a solution. Paint a picture
with words to describe the benefits or pitfalls you
found by following a particular path.
Publishers who do this are regarded as trustworthy
experts. Consequently, they create a following of
subscribers who buy products and services based
solely on a recommendation.
It is noteworthy, and should come as no surprise, that
affiliate commissions are highest among those who use
the products they recommend. They are in a position to
comment first-hand on the benefits and solutions available
in owning the product.
3. Let Your Readers Interact With Your Ezine.
You engage people more fully by allowing them to
participate and interact with your ezine. Plus, this
interaction lets you take the pulse of readers and find
out what's important to them. You can then tailor your
content and marketing efforts accordingly.
Here are some ideas to get your readers involved:
> Take a poll. Invite your readers to respond to a short
survey question. Provide a set of two or three responses
from which they can choose by clicking on the
appropriate link.
> Reserve a section of your ezine for reader feedback
and invite people to email you with their comments.
Personally respond to all email and reprint those which
you feel are most beneficial for your readers.
> Have a section of your ezine devoted to reader's
questions. Respond in your ezine with thoughtful and
insightful answers. This establishes you as an expert
in your field, thereby enhancing the worth of your ezine
as a source of credible information.
Put the above three principles to work for you and see
if you notice a difference. Just keep in mind your reader's
desire for goal-based solutions, and let your must-read
ezine be a source of must-have value and must-get
benefits. You can't lose!
About the Author
Brett Krkosska provides 'how-to' advice on family and
home-based work issues. Stop by his site for startup
guidance, home business ideas and inspiration at:
http://homebiztools.com For a Fresh and Original
perspective on today's home business issues get
Brett's ezine at: mailto:enews@homebiztools.com