CONTENT COMMANDO!

By Marie Williams.


Choose Your Weapon

If you have a website, you definitely need an ezine, or at
the bare minimum a "keep me updated" list. And your ezine needs
to focus on one main theme - your reason for publishing.

Aim For Promotion

If you're an ace accountant, creative cook, or daring diver,
why not use your expertise? You'll make it hard on yourself if
you attempt to write on subjects you know little or nothing
about. But if you stick to what you know, you'll instantly double
your chances of success.

The Drill

1) Tips: Short tips make easy writing. They can be presented
as a bulleted list in every issue or dotted here and there
between lengthy sections to vary the pace and give your readers a
breather. Many of your subscribers will be happy to send in
their own tips in return for a little exposure.

2) Ask The Expert: This type of feature attracts a lot of
interest and is an easy way to build up your content in a fresh,
original manner. You'll be doing your members a favor *and*
showing off your knowledge.

3) Competitions: Free and regular competitions help to
attract new subscribers - and keep your regulars happy. You'll
get more entrants if you make the task fairly easy and give away
a good prize. Types of competitions can include: answers to
questions, solutions to puzzles, the top tip, the best letter or
article, or the first to send you an email. Prizes don't have to
be expensive. Give away your ebook, a free ad in your ezine,
your product or service, a money-off voucher, or free entrance to
a pay-to-join site or club.

4) Freebies: Another attractive feature, but only if the
freebies are good. Don't be tempted to give away rubbish. It
will taint your reputation.

5) Feedback: Invite suggestions and comments from your
subscribers. If you want your ezine to be a roaring success,
you'd better listen to your members. Your publication is for
them - not you! Flattering letters can be printed in your ezine
or even used as testimonials. Don't get hung up over valid
criticism - act on it and learn from your mistakes.

6) Editorials: Give your ezine the human touch and let your
readers get to know you. If your subscribers like you they're
more likely to buy from you, to happily recommend your ezine to
others, and to answer calls for feedback.

Writing an editorial may seem a daunting task at first, but
it's really a breeze when you know how. Typical content
includes:

¤ A run-down of the best bits in your ezine.

¤ Comments on interesting emails you've received.

¤ Local, national or worldwide news and gossip.

¤ Seminars or courses you've recently attended.

¤ Updates on your website, products, or services.

7) Interviews: Interviews make pretty easy work. Just write
a list of questions that you'd like to ask - and that your
subscribers would like to read the answers to. Send this by
email to a well-respected online authority who works in your
field. You'll get a good response so long as you're polite,
professional, and generous.

8) Articles: You don't have to publish an article (I've given
you plenty of ideas for filling your ezine), but so long as
they're well-written, they'll always be in demand. Ezine
articles are best kept brief, with short paragraphs, plenty of
white space, and bulleted lists. You don't have to write your
own articles, but bear in mind your subscribers will get ticked
off if you always publish articles that have done the rounds a
million times before.

9) Reviews: Write up short reviews of products or services
suited to your ezine. Give your honest opinion - always. Never
lie to your valued members just to make a quick buck with an
affiliate scheme. You'll lose credibility *and* subscribers.

10) Classified Ads: Don't be tempted to fill your ezine with
too many ads - you'll get a lot of unsubscribe requests. Stick
to up to ten ads per issue and try to keep them relevant to your
readers. Either swap ads with other ezines for free exposure, or
sell ads when your list has reached about 1000 members.

Good content will make or break your ezine. Be inventive,
informative, and be willing to improve by listening to what your
subscribers want. Your ezine will be a guaranteed success - as
long as you mix business with pleasure!
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