Virtual tips for the savvy business owner!

There’s no doubt about it, ezines are here to stay and everyone’s using them in their online marketing. So how do you, as a business owner, get your ezine noticed in the crowd? Here are ten core components of an attention-grabbing ezine.

• Recognizable Brand: Be consistent by using an ezine template with the same logos, font styles and any other components that identify your company’s brand easily.
• Interesting, Not Confusing: As you build each issue, keep the “look” clean. Stuffing the issue with too much information simply confuses the reader. Build around a central theme each month.
• Drive Website Traffic: You definitely want to provide your readers with valuable information, but the point of an ezine is to drive traffic to your website. Include links naturally in articles and features.
• Tell Them Who You Are, Every Time: Don’t assume your readers know much about your company. They may have only visited your website once. Always include a brief, but interesting, blurb on who you are and what you provide for your customers.
• Connect with Your Readers: A quick note will do: “Isn’t the Christmas season exciting? This month, we’re featuring ten great ideas for corporate gifts. You’ll also find five valuable coupons throughout this issue to help you save on last minute orders. Happy Shopping!”
• Highlight a Feature Article: When they open the ezine, what captures their attention first? Highlight an article packed full of useful information (i.e., Ten Great Ideas for Corporate Gifts).
• What’s Happening? Are you giving a presentation or attending a trade show? Include a calendar of upcoming events that might interest your audience.
• Feature a Product: Always feature a product or service with links to your website.
• Launch New Products: Your ezine should be an integral part of every new product launch. Give them the essential info, and then point them to your website for the details.
• Aim for Excellence! You may have eight seconds to grab their attention, but you’ll lose it in three if the first thing they see is a typo. Have someone else proof every issue, and hire out your copywriting if your ezines aren’t driving sales.

An ezine is an inexpensive way to reach a wide range of potential clients. Keep your issues filled with useful, interesting content packaged in concise nuggets, and point readers to your websites without being obnoxious. I’m anxious to hear how you’re using your ezine to build a broad base of loyal clients.

Filed under: e-mail marketing, online marketing