EZINE MARKETING ARTICLE
The Ultimate Self-Promotion Tool: The "E-zine"
By Alexandria K. Brown, "The E-zine Queen"
If you're looking for low-cost ways to promote your business (and aren't we all?), I do hope you've considered publishing an e-mail newsletter, or "e-zine."
I began my "AKB MarCom Tips" e-zine three years ago, when I'd just started doing freelance copywriting and marcom consulting. I wanted an easy way to stay in touch with past associates, current clients, prospects ... just about everyone!
And I wanted them to realize I really knew my stuff about writing compelling copy for Web sites, ads, brochures, etc. I wanted to be seen as an "expert" in their eyes, to encourage them to hire me and/or refer me to possible clients.
Well, it's worked far better than I'd imagined. Each year I gain tens of thousands of dollars in new business based on leads from my e-zine alone. I now have thousands of subscribers and hope to have more than 10,000 by next year.
If you need to promote YOUR business (and/or yourself) to others, I highly recommend publishing your own e-zine.
Here are 5 darn good reasons why you shouldn't wait any longer:
1. An e-zine is the perfect way to STAY IN TOUCH with your clients and prospects on a regular basis.
Unless you continually follow up with clients and prospects, they'll soon forget about you. But imagine calling or writing each and every one of your clients and prospects every week! Nearly impossible to pull off, right?
Well, an e-zine achieves the same goal — keeping you on their "radar screens" ... in an unobtrusive way. This makes them more likely to think of YOU — not someone who just called them yesterday — when they need to hire someone who offers your services or products.
2. An e-zine allows you to effortlessly SPREAD THE WORD about you and your business.
If you write a decent e-zine, your readers will be very likely to pass it on to friends and colleagues. Remember that '70s shampoo commercial that went, "And I told two friends, and she told two friends, and so on, and so on..."? That principle — clients passing on the word about your product or service — is called "viral marketing" these days.
Most publishers begin with only a few dozen subscribers (their clients and associates). But after several months they can end up with thousands of readers on their list—thanks to viral marketing mixed with some promotional legwork.
3. An e-zine is a CREDIBLE and SUBTLE way to promote your services or products.
Instead of simply *saying* how great you are by pitching yourself), an e-zine lets you *show* how great you are by sharing your expertise through tips or case studies. (As my old journalism professor used to say, "Show me, don't just tell me!")
You're avoiding simple bragging, and are instead offering useful information that demonstrates your knowledge. Bravo!
4. Publishing an e-zine positions you as an EXPERT in your field.
By showcasing your knowledge and skills, you're likely to attract more clients. And by sharing what you know well, you're saying, "Hey, I know my stuff! I'm an expert! You should listen to me."
And don't be scared of the word "expert" — you don't have to know EVERYTHING in the world about your topic to call yourself an expert — you just need to know a lot more than most people. If you make a living doing what you do, you're likely an expert in your own right. If you're still uncomfortable with that term, try on the word "resource." Okay, feel better?)
5. An e-zine is CHEAP and EASY to publish — especially compared with a print newsletter.
If you were to produce and mail a snazzy-looking printed newsletter, you could easily spend thousands of dollars each year. But an e-zine is essentially FREE to put together and publish — it just takes a bit of your time.
And you can make it as long or short as you'd like. (Some of the best e-zines I get feature only one tip per issue and are less than one computer screen long.) For best results, keep it simple!
© 2006, Alexandria K. Brown
ABOUT THE AUTHOR
Alexandria K. Brown, "The E-zine Queen," is the author of Boost Business With Your Own E-zine. This step-by-step guide to e-zine publishing comes with The E-zine Queen Resource Report, featuring more than *268* Web links to help you promote your e-zine, choose your list service, get free content, and more. Click here to learn more about The E-zine Queen.
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