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Casual Articles - When Good Newsletters Go Bad: How to Avoid the Rut and Capture Hearts
Email list building is one of the most critical components of a modern internet marketing money making campaign. You can either choose to average a 1% conversion rate on your web site, with a one time hit from a visitor, or you can achieve a 2-5% conversion every single month from your opt in email list. In just one month, that is a 200-500% increase in sales per visitor. Compound that monthly and now you see the difference.So how do you do it?1) You must use a squeeze page to gather subscribers. If you send visitors to your main web page and put a hover or flyin opt in box on the page, you may convert 10-15% of your visitors to subscribers. If you use a squeeze page, you should be able to convert 40-60% into subscribers, depending on the traffic source and the strength of your offer.2) You must send massive traffic to your squeeze page. Traffic will not find yo
For example, in a recent conversation, a colleague and I admitted to each other that we don't unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, I've created a filter to send it to the trash bin.
Know that change happens
Change happens, and it's okay to do it, but change depends on the why and whether or not it has readers' best interests in mind. For instance, a popular newsletter
Last month we looked at what you need to do before you spend money on marketing brochures, a website, advertising or even go out to network. During Phase 1, it’s all about crafting your message. Key steps include getting clear about your market niche, developing a clear message about how you solve your target clients’ problems, articulating what makes you their best choice, packaging your services so clients will buy, and demonstrating why they should trust you.Skip Phase 1 and chances are you'll do a really good job at spreading the wrong message about your firm in the marketplace. Not only is this confusing for prospective clients, it's a waste of your firm's time and resources. You can learn more about these crucial steps in last month’s e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/Articles.html.So let's say you've done your Phase 1 homewor
Companies that publish newsletters without a name or a voice feel cold and untouchable like the wizard. Give a voice to one person and you put a face on the company. Readers respond to a person better than an invisible entity. Think of an email newsletter that provides a wealth of information and over time becomes a victim of its own success. You used to look forward to receiving the newsletter, but it has turned into a big commercial.
This has happened to award-winning newsletters. At the time of receiving the award, the newsletter provided powerful stuff, helping it achieve success and earn its large mailing list. Once it reeled in readers, the material changed and not for the better. When working on something for a long time, falling into a rut happens. But there is a difference between falling into a rut by turning the newsletter into a news release and providing readers with something of value. Read on as I alert you to the pitfalls of this rut and give you ideas for keeping your readers satisfied.
Prevent Mr. Big Head
One newsletter no longer provides articles and instead points to the publisher's blog, products for sale and webinars starring the publisher. Another still offers an article, but not as much or as valuable as in the past. The newsletter also announces the person's accomplishments, newly landed clients and includes short articles recommending a product -- articles that sound more like affiliate recommendations than reviews.
Another company keeps distributing news releases about its successes. Most issues leave the reader wondering, "So what? That has nothing to do with me or my needs." Once in a while, it sends an issue with the latest products added to its database, which is the purpose of the mailing list. But it doesn't provide updates on the industry anymore unless it's about the company.
An egotistical publisher takes advantage of the mailing list by sending out emails with specials, "check out this product," "come see me," "attend my webinar," and "attend so 'n so's webinar” (that has nothing to do with the newsletter topic). The message comes across as if the person is a celebrity. Throw his name around to friends and colleagues, and no one will have heard of him.
These newsletters from Mr. Big Head are in danger of losing readers. They miss the old down-to-earth style and person's original voice that came across like a friend or colleague providing advice or information. If the unsubscribe rate doesn't change much, it doesn't mean you're safe. It could simply mean readers don't want to bother unsubscribing, and instead, they send the unread newsletter to the trash bin whenever it comes in.
For example, in a recent conversation, a colleague and I admitted to each other that we don't unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, I've created a filter to send it to the trash bin.
Know that change happens
Change happens, and it's okay to do it, but change depends on the why and whether or not it has readers' best interests in mind. For instance, a popular newsletter d
Before we discuss just what constitutes 'evil,' let's be brutally honest.Ad agency account people have very, very tough jobs. In actuality, they probably have the hardest positions there are to be had in the entire world of advertising.Why?Well, in addition to not being able to participate in 'every day is dress down Friday' like the creatives are able, being an account person means taking marching orders while trying to stay the course.The account person is the middle person to a lot of information brokerage. They are the point people between the client and the head of the agency, between the client and the creatives, between the client and the media department, between the media department and the head of the agency, between the head of the agency and the creatives, and between the producers and, well, hopefully you get it.They are it.All communi
This has happened to award-winning newsletters. At the time of receiving the award, the newsletter provided powerful stuff, helping it achieve success and earn its large mailing list. Once it reeled in readers, the material changed and not for the better. When working on something for a long time, falling into a rut happens. But there is a difference between falling into a rut by turning the newsletter into a news release and providing readers with something of value. Read on as I alert you to the pitfalls of this rut and give you ideas for keeping your readers satisfied.
Prevent Mr. Big Head
One newsletter no longer provides articles and instead points to the publisher's blog, products for sale and webinars starring the publisher. Another still offers an article, but not as much or as valuable as in the past. The newsletter also announces the person's accomplishments, newly landed clients and includes short articles recommending a product -- articles that sound more like affiliate recommendations than reviews.
Another company keeps distributing news releases about its successes. Most issues leave the reader wondering, "So what? That has nothing to do with me or my needs." Once in a while, it sends an issue with the latest products added to its database, which is the purpose of the mailing list. But it doesn't provide updates on the industry anymore unless it's about the company.
An egotistical publisher takes advantage of the mailing list by sending out emails with specials, "check out this product," "come see me," "attend my webinar," and "attend so 'n so's webinar” (that has nothing to do with the newsletter topic). The message comes across as if the person is a celebrity. Throw his name around to friends and colleagues, and no one will have heard of him.
These newsletters from Mr. Big Head are in danger of losing readers. They miss the old down-to-earth style and person's original voice that came across like a friend or colleague providing advice or information. If the unsubscribe rate doesn't change much, it doesn't mean you're safe. It could simply mean readers don't want to bother unsubscribing, and instead, they send the unread newsletter to the trash bin whenever it comes in.
For example, in a recent conversation, a colleague and I admitted to each other that we don't unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, I've created a filter to send it to the trash bin.
Know that change happens
Change happens, and it's okay to do it, but change depends on the why and whether or not it has readers' best interests in mind. For instance, a popular newsletter
Sun Tzu’s “Art of War” is considered to provide the most profound lessons for leadership, and victory in East or the West. Today its principles are applied to business all over the world. This classic body of work came from life and death scenarios, which evolved from empire, trade and political struggles. Obviously today’s corporate world does not induce anywhere near as strong a mechanism for change, or success, as the consequences of failure in business are far less than warfare. Nonetheless, the trickle down lessons from the “Art of War” are definitely applicable to any organized effort, project or business. Although Chinese in origin, the “Art of War” and lessons from Zen were adopted by Japanese groups such as the Samurai and Corporate Japan for clarity of mind, decision making and strategy.Past and Present: Modern Asia is now very different from its past. The question is: how
Another company keeps distributing news releases about its successes. Most issues leave the reader wondering, "So what? That has nothing to do with me or my needs." Once in a while, it sends an issue with the latest products added to its database, which is the purpose of the mailing list. But it doesn't provide updates on the industry anymore unless it's about the company.
An egotistical publisher takes advantage of the mailing list by sending out emails with specials, "check out this product," "come see me," "attend my webinar," and "attend so 'n so's webinar” (that has nothing to do with the newsletter topic). The message comes across as if the person is a celebrity. Throw his name around to friends and colleagues, and no one will have heard of him.
These newsletters from Mr. Big Head are in danger of losing readers. They miss the old down-to-earth style and person's original voice that came across like a friend or colleague providing advice or information. If the unsubscribe rate doesn't change much, it doesn't mean you're safe. It could simply mean readers don't want to bother unsubscribing, and instead, they send the unread newsletter to the trash bin whenever it comes in.
For example, in a recent conversation, a colleague and I admitted to each other that we don't unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, I've created a filter to send it to the trash bin.
Know that change happens
Change happens, and it's okay to do it, but change depends on the why and whether or not it has readers' best interests in mind. For instance, a popular newsletter
There are billions of websites nowadays, and plenty of information, you can find whatever you want, if you research properly, but a lot of people don't want or don't have enough time to research, that is the main reason that explain why information business is a good model to follow.People are constantly hungry for information. Information keeps them updated with current events. It gives enlivened history. It is with the aid of information that individuals relate with each other at a higher plane. But there are people as well, that just want to safe time, avoiding further researches and so on.Information refers to an idea which carries different implication to the one who is able to get hold of it. There are times that information is being linked with communication, knowledge, data, awareness, interpretation and meaning.With high demand for information, there are ind
An egotistical publisher takes advantage of the mailing list by sending out emails with specials, "check out this product," "come see me," "attend my webinar," and "attend so 'n so's webinar” (that has nothing to do with the newsletter topic). The message comes across as if the person is a celebrity. Throw his name around to friends and colleagues, and no one will have heard of him.
These newsletters from Mr. Big Head are in danger of losing readers. They miss the old down-to-earth style and person's original voice that came across like a friend or colleague providing advice or information. If the unsubscribe rate doesn't change much, it doesn't mean you're safe. It could simply mean readers don't want to bother unsubscribing, and instead, they send the unread newsletter to the trash bin whenever it comes in.
For example, in a recent conversation, a colleague and I admitted to each other that we don't unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, I've created a filter to send it to the trash bin.
Know that change happens
Change happens, and it's okay to do it, but change depends on the why and whether or not it has readers' best interests in mind. For instance, a popular newsletter
Are you a pushy? Ask yourself that question. The other day I was talking to a very good friend of mine and she said she could not do what I do because she is not pushy. At first I was a little offended, but then I asked her more questions to find out what she met. She said that she couldn't talk to people like I do or go up to strangers and talk to them. I asked her, if she was me how she would get business? She said that she would hope that customers would just find her website. This got me to thinking about how I market my business. Do you sit and wait for the business to come to you?Sometimes the biggest fear we have is what other people think of us. Do you ask your self, will they think I am pushy? What will they think of me? Will they say no? What will I do if they say no? What if? What if? What if? Are these questions holding you back? Are you afraid that you may appea
For example, in a recent conversation, a colleague and I admitted to each other that we don't unsubscribe to certain newsletters for political reasons. We know the publisher, and it would be noticeable if we dropped the newsletter. Instead, I've created a filter to send it to the trash bin.
Know that change happens
Change happens, and it's okay to do it, but change depends on the why and whether or not it has readers' best interests in mind. For instance, a popular newsletter drastically redesigned its layout, leaving many to write about their displeasure with the change. It doesn't mean never redesigning the look and feel of your newsletter, but rather tread carefully how you go about it. If you include readers in the process, you're a step ahead of many.
The publisher should've alerted readers of the redesign plans and explained the reasons for doing it. To make readers more accepting, the publisher could ask readers for feedback as to what they want and don't want to see. Some readers might be willing to review preliminary designs and provide feedback. After the change goes in effect, write an introduction talking about the change and invite input.
Don’t be a victim of the success trap
Readers hesitate to write and tell the publisher to "stop focusing on yourself so much." It's easier to provide feedback on a newsletter's design or a new column than one related to a person. How many of you have written a note to a person criticizing the person as opposed to an object or thing?
One editor does a fabulous job of sharing her news and successes without adding a drop of ego. She writes like a friend reporting on what's happening in her life including the bad things. I use her as a model for avoiding the "me, me, me" trap.
What about the fact newsletters are supposed to bring value to the publisher and not just the reader? Many successful newsletters accomplish this without becoming a commercial or an ode to the company. Ways to accomplish this:
- Ensure the advertising to content ratio is in favor of content.
- Include a free offer.
- Put links to the site where it is appropriate (byline, banner, published line, etc.).
- Create "special" offers good for a limited time.
- Add related products or services at the end of an article.
- Limit the sending of offers or specials in a separate email.
Sending special offers between issues is A-okay. The approach and the frequency make the difference. Some companies increase them between issues, and soon readers give up looking for the real content. A successful publisher sends a special once after every issue or every other issue. She also identifies such emailings by using a different subject than her regular newsletter. An example:
Subject: eNewsletter Journal: January 2005
Subject: eNewsletter Journal Special for Readers
Not the most exciting or creative subject line, but I'm sure you can think of better. The point is to use something that doesn't have the date or issue information. Ensure the newsletter / publisher is recognizable, while giving the offer emails a different identity from t
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