Seven
Deadly E-zine Killers
Dear
Associate,
If
you're like most e-zine publishers, you subscribe to other
e-zines. I subscribe to over two dozen. Call me an info nut
if you'd like, but I like to stay informed. And I do read
them.
But
lately, I've been scanning and have even unsubscribed from
a few publications. There's a nasty trend from certain publishers
to sell products without offering any valuable information
in return. It seems the subscriber is no longer important.
In
a typical list-building scenario, the publisher places ads
or conducts a few joint ventures to build her database fast.
Then she sells information about how she built it so fast
hoping to continue building faster. Then she writes a book
about how she did it so fast to her growing list.
Do
you notice a diabolical pattern here? People buy into the
sizzle and never get to bite into the steak. They're led to
believe the sizzle is the steak.
I'm
left wondering if I'm not just a credit card number to them.
If
you publish an e-zine, you don't want to appear like a door-to-door
salesman in a cheap suit. Where the housewife opens the door
and he's already started his song and dance. And all she can
think about is how to get rid of him. You don't want to be
caught dead wearing a cheap suit.
Let's
look at seven deadly e-zine killers you absolutely must not
have in your publication:
Killer
#1: Itsy bitsy content.
This
is the mother of all killers. You open an e-zine and you get
a few remarks about some program, teleseminar, or discounted
item. And then three links to a squeeze page or sales letter
page.
There's
no priming the pump. They hit you right away with their pitch.
They brag about their success and how you can duplicate their
success by purchasing their product or program.
Excuse
me, but there are a lot of smart subscribers out here who
don't want to be sold. Or taken.
They
want to be swept off their feet. They want value, rich content,
and to experience a magic carpet ride. They don't want
to be treated like a piece of meat.
You
may be a master product pusher, but some day your clients
are going to wise up and leave because they're tired of you
trying to sell them the world. Don't sell just for the sake
of making a buck. Marry your database with good content so
they will remain with you through thick and thin.
Killer
#2: Annoying ads.
I
don't read them. I don't have the time. They're distracting.
I skip them. Most subscribers do the same because they know
they will be solicited for money. So I have trained my brain
to tune out those annoying ads.
There's
nothing worse than breaking the flow of your content with
ads. If you want to publish them, organize them in a separate
section. This way your message stays indelibly fresh in your
reader's mind.
Killer
#3: Sounding like a smartass.
There
are some marketers who have been successful at building huge
lists. They continue to make joint ventures deals to grow
more lists. Now they're beginning to sound a little pompous
and arrogant.
That's
unwise and unfortunate...
Because
they may be geniuses at selling Girls Gone Wild DVDs
to the Jerry Springer crowd, but talking down to their subscribers
insults a more sophisticated crowd. It's best not to belittle
your audience.
Killer
#4: Rampant reminders.
You
sign up for a teleseminar and receive a confirmation. One
day before your call you get a friendly e-mail reminder with
the telephone number and access code. On the actual morning,
you get another reminder. Two hours prior, you get another
reminder.
Please!
We
are not a bunch of forgetful little children. Quit clogging
up our e-mail with your insecurities. All this does is increase
the possibility of your server being blacklisted by our servers.
I
understand sometimes that e-mails don't get through, but if
it doesn't get through with reminder number one—it usually
won't get through any better with reminder number five.
Killer
#5: Stagnant subject line.
If
you want your e-zine opened and read, you must give your subscribers
a good enough reason to click on it. Adding the name of your
e-zine (Body Building Basics Issue #17) just won't do the
trick anymore. Unless you are content-rich and they're addicted
to each issue.
In
today's online climate, everyone I talk with is annoyed with
spam. Their e-mail accounts are flooded with all sorts of
nonsense. Their mouse finger is itching to delete all junk
e-mail.
To
avoid becoming a victim, create a compelling subject line.
Something that intrigues your readers so much, they'd have
to open it or else they'd lose sleep. Avoid boring your audience.
There's nothing worse than boring your subscribers.
Killer
#6: Dead links.
Sounds
simple enough. But even the most careful publishers get caught
with their pants down. The answer to this is to test, test,
and test prior to each broadcast.
Killer
#7: Consistently inconsistent.
You
get in a groove writing some great issues. Rich in content
and full of useful information your subscribers are grateful
for.
Then
you get busy...
So
you write some short tips and ideas instead of your usual
composition. Some maybe not pertaining to your topic. You
begin to sway.
Each
issue weighs like an anchor around your neck. What seemed
easy to do has become a burden. So you do a rush on the next
publication.
Big
mistake. Because people will begin losing interest. And take
you for granted.
But
what can you do?
It's
wise to stay two or three issues ahead. When you find some
extra time, write two or three articles in advance and then
plug in the extra sections later. That way, you'll continue
with rich content and not worry about people becoming bored.
Another
idea is to announce a vacation for a certain number of issues.
People understand the importance of rest. Let them know ahead
of time.
Or
you can ask an associate to fill in for a few issues. Edify
that person to your database. You may also be asked to fill
in for them someday. Which can benefit the both of you.
Warm
Regards,
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Tommy Yan helps business owners and entrepreneurs make more
money through direct response marketing. He publishes Tommy's
Tease weekly e-zine to inspire people to succeed in business
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