The Easiest Way to Build Credibility and Increase Long-Term
Sales
If you're looking for low-cost ways to promote your business
(and aren't we all?), I do hope you've considered publishing an
e-mail newsletter, or "e-zine."
I began my "AKB MarCom Tips" e-zine three years ago, when I'd
just started my copywriting and marcom consulting business. I
wanted an easy way to stay in touch with past associates,
current clients, prospects ... just about everyone! And I wanted
them to realize I really knew my stuff about writing compelling
copy for Web sites, ads, brochures, etc. I wanted to be seen as
an "expert" in their eyes, to encourage them to hire me and/or
refer me to possible clients.
Well, it's worked far better than I'd imagined. Each year I gain
tens of thousands of dollars in new business based on leads from
my e-zine alone. And if you need to promote YOUR business
(and/or yourself) to others, I highly recommend publishing your
own e-zine.
Here are 5 darn good reasons why you shouldn't wait any longer:
1. An e-zine is a very CREDIBLE and SUBTLE way to promote your
services or products.
Instead of simply *saying* how great you are (as in traditional
advertising), an e-zine lets you *show* how great you are by
sharing your expertise with your readers. (As my old journalism
professor used to say, "Show me, don't just tell me!") You're
avoiding simple bragging, and are instead offering useful
information that demonstrates your knowledge. Bravo!
2. Publishing an e-zine positions you as an EXPERT in your
field.
By showcasing your knowledge and skills, you're likely to
attract more clients. And by sharing what you know well, you're
saying, "Hey, I know my stuff! I'm an expert! You should listen
to me."
And don't be scared of the word "expert" -- you don't have to
know EVERYTHING in the world about your topic to call yourself
an expert -- you just need to know a lot more than most people.
If you make a living doing what you do, you're likely an expert
in your own right. If you're still uncomfortable with that term,
try on the word "resource." Okay, feel better? ; )
3. An e-zine is the perfect way to STAY IN TOUCH with your
clients and prospects on a regular basis.
Imagine calling or writing each and every one of your clients
and prospects every week! Nearly impossible to pull off, right?
Well, an e-zine achieves the same goal -- keeping you on their
"radar screens" ... in an unobtrusive way. This makes them more
likely to think of YOU -- not your competition -- when they need
to hire someone who offers your services or products.
4. An e-zine allows you to effortlessly SPREAD THE WORD about
you and your business.
If you write a good e-zine, your readers will be very likely to
pass it on to friends and colleagues. Remember that '70s shampoo
commercial that went, "And I told two friends, and she told two
friends, and so on, and so on..."? That principle -- clients
passing on the word about your product or service -- is called
"viral marketing" these days.
Most publishers begin with only a few dozen subscribers (their
clients and associates). But after several months they can end
up with thousands of readers on their list - thanks to viral
marketing mixed with some promotional legwork.
5. An e-zine is CHEAP and EASY to publish -- especially compared
with a print newsletter.
If you were to produce and mail a snazzy-looking printed
newsletter, you could easily spend thousands of dollars each
year. But with an e-zine, there's no design involved (unless you
want there to be), no printing, and no postage costs. That means
it's essentially FREE to put together and publish -- it just
takes a bit of your time. And you can make it as long or short
as you'd like. (Some of the best e-zines I get feature only one
tip per issue.)
READY TO GET STARTED?
Don't jump into publishing just yet! Take the time to plan a
*quality* publication from the start, and you'll reap amazing
results. There are dozens of Web sites that offer articles,
reports, tutorials, and manuals on the subject of e-zines. Here
are a few to get you started:
http://www.e-zinez.com
http://www.ezine-queen.com
http://www.ezine-universe.com