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4 Essential Keys to Successful Ezine Publishing: Content

Online Business Promotion

Patsi Krakoff, Denise Wakeman

September 28, 2007

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Let's break ezines down to four simple components to help you get a clear picture of what is involved. Every thing you have to do to create an ezine falls within four of these important steps.

1. Content: Give away valuable information
2. Formatting: Make your ezine looks nice and is easy to read
3. Distribution: Send it out electronically, easily and efficiently
4. List Building: Constantly work on growing your subscriber list

Content

Content is King AND Queen on the Web. It doesn't matter what kind of business you are in. Banner advertising doesn't work. In fact, advertising on the Internet is done best through content. It's called "marketing with content" and it is the best proven method for attracting clients to your business.

Your ezine is the best way to send out content. You have to make it useful and interesting, so people will stay subscribed to your list.

- If you are an executive coach or a business consultant, you can write about leadership development, motivation, dealing with difficult people, or strategic planning ideas.

- If you are a health professional, you can tell us about eating and exercising healthily.

- If you are selling a product, you can give readers tips about how they can save time and energy within the particular field you are in. If you sell a hammer, for example, give household repair tips.

Don't worry about "giving away the store." A plumber can reveal all the plumbing secrets in the world and chances are when there's a leaky faucet, people are going to call a plumber anyway.

Don't worry if you aren't a good writer. You can find inexpensive ghostwriters on the Web, and you can publish other people's content as long as you give them credit. You can also interview other experts, and publish answers to 5-6 questions. It is that easy.

You should also include a call to action in your ezine, otherwise, people have no way of responding to you, and you are just giving away free information. You can use at least 20% of your ezine for such items in order to sell your products and services:

- Promotional announcements (ebooks, teleseminars, workshops, consulting, etc.)
- Advertising for your business, or even for an affiliate business for which you get a commission
- Case studies – these illustrate how you work with clients
- Success stories – these really spell out the results clients get when they work with you
- Testimonials – what a great way for readers to hear about how good you really are!

The key is to provide 80% informational content that is interesting and useful, and a smaller portion about how clients can use you.

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