Guest Author - Kristin Peoples
This is the first in a series of articles designed to help you create the best possible newsletter or ezine. Is your business ready for this next step? Do you already have an ezine or newsletter and are looking for ways to make it successful? Either way, this series is designed to help you put your best product forward. Even if you have not been trained in graphic or web design you can still create an excellent product.
Keep Your Customers in Mind
Review your decision to begin the newsletter or ezine. Do you feel that it is a good idea or have you been nominated? Newsletters and ezines are a perfect lifeline to your customers and your business. When you send your product to them you know that they are anxious to hear what you have to say. Always send your document with the hopes that your current customers will pass it on to their friends. Word of mouth is the best way to advertise effectively.
Targeted Information
Newsletters and ezines are a great way to get specific information to your customers or potential clients. You will find that people sign up or subscribe to your newsletter or ezine because it is targeted towards a specific audience. The first thing to keep in mind is that you cannot be everything to everybody. That being said, having targeted information is the key to obtaining and keeping your subscriber base. When you add off topic information, you may find that you lose a few people.
Specifics
If you begin with a newsletter, you have to decide on the size. Will you print on both sides? Certainly if your newsletter is geared toward ‘green’ living you will. Another thing to decide is how long it should be. No one wants to read 25 pages of information that is not interesting or not targeted towards the business. Do not put financial pages within the newsletter or ezine unless you make a special box for five or six lines of key information.
Design Techniques
Your ezine or newsletter can use several different design techniques. If you are graphically inclined, you can use the paper as a blank slate to create something that is unique. If you are like the rest of us, you can buy software that does it for you. You can use Microsoft Publisher or an online ezine publisher template. As you begin to create your content, consider your readers. Are they looking for quick hit information or are they looking for how-to’s? Knowing your audience is the key to your success.
Feedback
You can create a form of two way conversation. Ask questions of your readers. Ask for feedback on the current newsletter or ezine. Make it fun by giving them a little gift when they respond which can be one of your inexpensive services. Readers like to know that their suggestions are heard. Make sure that you tell them that you accept all forms of constructive criticism and feedback.
Don't miss Part 2 in this series: Starting a Newsletter - Make Sure Your Customers Read Your Ezine
