Impact
Writing for E-zines (Part 1)
Dear
Associate,
It
was in Bermuda, 1998, when my mentor suggested everyone at
the bootcamp create a newsletter. I agreed. But I didn't know
how to produce one.
I
didn't know how to write it, market it, or even know who'd
be interested. I didn't even know how to type—except
with my two index fingers.
Seven
years later...
It
was in Orlando, 2005, when the same mentor suggested everyone
at the conference publish an e-zine and create a database.
I agreed. But I didn't know how to produce one.
Another
repeat performance...
But
this time I took some action. I subscribed to other e-zines,
read related articles, and was given the blueprint to get
started. (Still typing with my two index fingers.)
What
became the hardest part?
Content.
The technical stuff like templates, autoresponders and software
can be learned, or farmed out. But the most important element
for a successful e-zine is your material.
Without
valuable, unique, and original content—you'll appear
like all the other e-zines competing for the same marketshare.
And that may mean you'll build a pathetic database who might
buy from your competitors instead of you. Which generates
a hobby income for you.
If
your titles, articles, and resources are similar to your competitor's—why
would subscribers choose you over them? What is it about your
information that makes you stand out from everyone else? What
would draw them to look forward to your newsletter?
If
you want your e-zine to stand out from the herd, you must
write with impact. You write in a style uniquely your own.
And presenting your message in a way no one else in the world
can duplicate.
Here's
how you create impact to build a growing database...
1)
Write like you speak. Use a conversational tone. It's
the friendliest way to get your message across.
This
flies in the face of conventional wisdom because you've been
"trained" by your high school English teachers and
college professors to write properly, use big words, and follow
grammatical rules.
Nothing
could be further from the truth!
Those
rules work in the classroom to impress your teachers, but
you'd fall flat on your face in the real world. Real world
impact writing demands to be understood and nothing is clearer
than conversational style writing. And it's rather simple...
Picture
talking with your best friend over a cup of coffee at a diner.
You'd say something like, "How was that movie I loaned
you? Did Mary like it? I hated it because it was so shallow."
See—that
was easy.
Don't
try to impress anyone with your use of big words or blathering
corporate mumbo-jumbo. That will have the opposite effect.
You'd sound sterile and your message will end up forgotten.
Next...
2)
Engage your readers. Write as if you were writing to one
person at a time. This will keep the tone personal and warm.
Nothing stinks of a mass mailing more than writing:
"Hey
gang! I've been thinking about all of you. In our next meeting
we're going to look at how to improve our membership numbers.
If you've got a great idea, share it with the rest of us."
The
person reading that will assume someone else in the group
will come up with the idea. And so will everyone else reading
that same message. But if you wrote:
"Hi
Joanna. You've been on my mind. Do you have an idea that will
grow our membership? If you do, I'd love to hear it."
Now
you've engaged your reader. You've asked for help on a one-to-onel
level. And you'll receive more replies.
Another
secret to engage your readers is the power of stories. Stories
always seem to take people on a magic carpet ride. Especially
those from your own experiences.
It's
not always a good idea to borrow your stories. Original content
is much more interesting and powerful. Your readers will intimately
bond with you.
I
was in a client's office and I noticed a gold medal and jersey
with the words "Iron Man" on display. He was a fierce
competitor at one time. Now a family man, I believe he is
as fierce a competitor in business.
I
suggested he use these points of interest when he engages
his newsletter readers. Subscribers want valuable information,
but they also want to know WHO is writing them. The days of
dry stats and facts are gone. People want to be totally engaged
and absorbed with you.
And
next...
3)
Reveal your personality. People are curious to find out
what makes you tick. Express your hopes, opinions and desires
when appropriate. Give us a piece of your mind.
Don't
be afraid you'll offend people. Those in agreement will appreciate
your honesty. And those who disagree can read your point of
view.
If
you try to woo everyone with some song and dance, you end
up branded as a "people pleaser." Someone with a
spaghetti spine trying hard to appease the masses. And you'll
be the first one readers dismiss for lack of backbone.
Because
there's nothing worse than stale copy...
You
read an article from author #1, which sounds like the article
from author #2, which sounds similar to the article from author
#3. Then you wonder if they're not copying from each other
in some sort of incestuous literary relationship. And then
you ask, "What if the original author made an error?
Aren't these copycat authors guilty of the same error?"
To
avoid this, tell your readers what you think. Use your own
words. And it's important to...
(continued...)
Warm
Regards,
Want
to include this article in your newsletter? You can if you
include this blurb:
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
and personal growth. Get your free subscription today at www.TommyYan.com. |
