Ezine Advertising - The Fastest Way to Affiliate Profits

By Derrick VanDyke

If you're on a tight budget or want to get started quickly without a website or a list of your own, then ezine advertising should be your number one choice.

Ezine advertising is the perfect solution for beginners who want to test a market and get into profit fast. Here's why:

• It's highly targeted. People subscribe to ezines to receive information about specific topics. You just need to find ezines that cover topics related to the product your are promoting.
• It's cost effective. You can find ezines that sell ads for as little as $8 - perfect for testing a new product idea.
• It's a cheap way to test your ad copy. You can track several ads at the same time for next to nothing and find out which ad pulls the best.

What Is An Ezine?

An ezine is similar to a printed magazine except that it's delivered electronically via email. And instead of purchasing an ezine, people sign to receive it for free or a monthly subscription fee. Most ezines are published weekly, but some are published daily, monthly or bi-monthly.

Types of Ezine Ads

Classified Ads: the cheapest and the least effective ads you can buy. Classified ads are limited to two or three lines and placed at the end of the ezine. Some ezines even give away free classifieds as an incentive to subscribe. Unless you place a classified ad in an ezine with 30,000 subscribers or more, your chances of getting a response are very small.

Sponsor Ads: these are more expensive than classified ads, but will give you a much better response. Sponsor ads can be placed at the top, middle or bottom of an ezine issue. You can include more text in a sponsor ad so it's a good way to test your copy before going all out on a solo ad.

Solo Ads: this is the king of all ads because your offer is sent exclusively to everyone on the mailing list and gets full attention of the subscribers. No articles or other content is included. Solo ads can be expensive, but they can increase your response by as much a 100% over sponsor ads. You can usually expect a 20% - 30% response rate from a good solo ad.

In other words, if you purchase a solo ad for $100 in an ezine with 5,000 subscribers, you should expect about 1,000 highly targeted visitors.

Note: Solo ads can be purchased for as little as $10. You will get a much better response from a $10 solo ad sent to 500 subscribers than you will from a $10 classified ad sent to 5,000.

Here's your step-by-step guide to successful ezine advertising.

Step One: Subscribe to 10 or more ezines.

Subscribe to ezines that offer top sponsor and solo ads within your budget. Subscribing to ezines before you place your ads will allow you to determine the quality of the list and potential profitability of your campaign before you spend any money. You may want to set up a specific email address for your subscriptions and filter them into a specific folder in your mail program for easy access.

You can search Google for "ezine directories" and "ezine advertising to find quality ezines.

Step Two: Select three quality ezines.

Here are some guidelines for choosing a quality ezine:

1. Does the ezine have a domain name and website where you can subscribe and purchase advertising? This shows that the publisher runs a serious business and is not likely to take your money and run.

2. Is there an article archive? This shows you how long the publisher has been in business and how consistent the publication is.

3. Are subscriptions confirmed opt-in? After you subscribe, you will receive an email to confirm your subscription. This is a sign of a high-quality list. However, this should not be the only determining factor.

4. How often does the ezine owner publish? A weekly or bi-weekly publication is optimal. If you receive daily ads, that's a good sign that people may be desensitized to your message.

5. Does the publisher offer solo ads? A solo ad is one that is sent to the entire list all by itself and usually the most profitable type of advertising.

6. Do the solo ads display the advertiser's subject line? If the subject line is not personalized, results will not be as good.

7. Does the body of the message contain a lengthy disclaimer from the ezine owner that explains their SPAM policy and that they aren't associated with the advertiser and aren't responsible for the content? This is a red flag to me because it makes the reader less receptive to your ad.

8. Do you see the same advertisements multiple times? This is a good sign that the advertiser is getting a good response. One way to be sure is to contact the advertiser and simply ask.

9. Is there waiting period to run your ad in the ezine? A responsive list becomes popular fast and may have a waiting period of a month or more. If you find one, book your ads quickly and mark it on your calendar. It will be worth the wait when your ad finally runs.

10. Does the publisher respond personally to your questions? No response could mean that your mail was filtered. And if you mail doesn't get through, you can bet your ad won't either. Get a solid response before you pay.

Step Three: set up your ad trackers.

Never advertise unless you can track the response. You need to know how many visitors and sales you get for each ad you place so you can determine whether or not you want to run another ad in a particular ezine or upgrade from a sponsor ad to a solo ad.

This information is critical for determining how well each ad campaign does and how well you're converting visitors into sales. Sometimes you just need to tweak your ad copy and run the ad again for better results.

If you get good results the first time, run your ad again in a week or two. Not everyone will buy the first time around. And many who were "on the fence" the first time they saw your ad, may purchase the second time around.

You can find a good ad-tracking service on Google.

Step Four: write your ad.

There are numerous books on writing good copy that you can find by searching Google. But, the best way to come with ideas for good ads is to read the ads in other ezines.

Look for ads that catch your eye. Modify them to fit the product you are promoting and then add your own personal touch. You can include an exerpt from an ebook you are selling, a section from the sales letter, or your personal endorsement.

Step Five: place your ad.

This is the easiest part. You simply fill out a form with your ad copy and credit card information. After you process the order. You will receive a confirmation of when the ad will run. And since you are already subscribed to the ezine, you can verify it yourself. Don't rely on them to send you a "courtesy copy."

Step Six: put half your profits back into advertising.

Okay, sounds simple enough. But where do you put the extra profit?

That's why you track your ads. So you can make an informed decision and maximize your profits.

So if you were going to put half your profits back into advertising, where would you put it?

Let's say you're total profit was $400. Take two hundred and invest it back into the successful ezines and invest the other two hundred into two new ezines. And then multiply your profits from there.

The profit potential of this method is incredible. Once you tap into the strategy and see it working you'll see exactly what I mean. And until you do, you'll have a hard time understanding why I get so fired up about it.

Note: it can take up to two weeks (or longer) to get into some ezines. So it's important to get your spot as soon as possible.

Once you set this system up and find some good ezines to advertise in, you'll be making money completely on autopilot!

To learn more about this automated marketing system, download my free report "Three Steps to Affiliate Profits" at http://affiliatecashsecrets.com for tips on affiliate marketing. Derrick VanDyke - All Rights Reserved. Feel free to distribute this article in any form as long as you include this resource box. You can also include your affiliate link when you sign up at my Affiliate Cash Secrets website.

Writing for Dollars - How To Get Started

By Heidi Richards

When you provide good information from which readers can learn and profit, people are more likely to buy your products and services.

- Heidi Richards -

So just how do you get started? The first step, of course is to write the article. The second step is to find the right medium. I have a small business in the floral industry. So the floral community would be my first likely target. Industry experts are generally the most sought after writers for targeted publications. Since I write mostly about sales and marketing for small business, my second likely medium would be business-related publications, such as those published by Chambers of Commerce, small business journals and other retail industry publications.

I have also found that each type of media that has printed my articles has different criteria for submission. Some want you to send a letter outlining your ideas while others will allow you to submit the actual article. However, most editors prefer that you send a query letter first and include a paragraph about yourself. I also include a link to both my websites in case they want additional information. However, many ezines and online publications allow you to send the actual article. Visit your library, online or local bookstore or do an Internet search with the words query letters for the how tos of writing them.

It should go without saying that the article must be grammatically correct and free of spelling errors. A publisher is looking for quality content that will make her or him look better to the reader. The more unique your article, the better your chances of getting it published. Real-life, personal examples and stories have a much greater chance of getting published than do book reports. Make sure the article is yours! No plagiarism allowed. If you do copy someone elses work, not only will you open yourself up to all sorts of legal problems, you will destroy any credibility you hoped to establish.

Whether you write articles for print media or for online publications, follow these guidelines to increase your likelihood of getting them published.

Read the publication. Become familiar with the writing styles and content. It took several months, before one of my articles was accepted by Balance Magazine. It was an article on leadership, which they liked and found space to include. Because I was patient, tenacious and had developed a relationship with the editor, I was asked to be the South Florida Profile Editor and now write an ongoing series of articles called the PMS Principles. I interview successful women in South Florida and write their stories. What a great way to gain exposure! By the way, the PMS stands for Partnering, Mentoring and Service, which is also the title of a new book I am writing.

Send your article to the assistant editor when there is one. You will find her or him listed in the publication.

Ask the publication for their editorial calendar (often found on their website). An editorial calendar lists the focus or theme of each issue. This is a great tool to use when deciding what to write and submit.

Find out the submission requirements (writers guidelines). These will include length of article, format, number of words, dos and donts, as well as deadlines for submission. In some cases it will also include writers compensation, if and when they pay for articles.

Write about what you know. Its easier to sell and easier to write when you draw upon your own experiences and those of others you know. You could also write about a personal experience or a hobby you pursue (if it is newsworthy).

Keep it simple plain text, simple fonts, 12-point type are generally the most widely accepted format.

Use short paragraphs. Commercials use sound bites to keep the audiences attention. Short paragraphs have a better chance of keeping the reader interested.

Dont over-punctuate. By this, I mean the use of the exclamation point!!! or or ??? mark. Overusing punctuation will make your words have less impact over time. And if you are submitting your articles on the Internet, these are often flagged as spam and may never even be read.

Ask questions. Then answer those questions. This will keep the readers attention and interest.

Bullets can accentuate your points. Since people read in sound bites, bullets help the reader absorb the information in bite-sized pieces.

Use creative headlines to sell your message. Instead of How to Write Articles, use Writing for Dollar$ or something more enticing. Send me a note with Headlines in the subject line and I will send you the article on Headlines that sell.

Keep track and follow up. This gets more difficult over time, since your articles might be reprinted and you dont even know it, unless the publisher sends you the courtesy copy. Keep track of where you submit your articles, and follow up with editors to find out if and when they will be used. If editors dont use your work, ask for feedback. This will help you become a better writer. Create a record for yourself of the publication, the URL (web address) and the name and contact information of the person to whom you submitted your article.

You can submit your work online to some of these more popular places. Keep in mind, there are literally thousands of ezines out there, below are just a few sites to submit your work:

http://www.ezinearticles.com

http://www.netterweb.com/articles

http://www.goarticles.com

http://www.ideamarketers.com

http://www.articlecity.com

http://www.authorconnection.com

http://ezinelocator.com

Never give up! Be patient. As the saying goes, timing is everything, and editors and publishers are busy. If your content is good (and interesting) eventually someone will notice and you will get published. Once that happens, capitalize on the momentum and keep going. The purpose of writing articles is after all to get people to start talking about you. Oscar Wilde said The only thing worse than being talked about is not being talked about. Make writing a part of your marketing plan and who knows, several articles later, you could be the talk of the town.

Excerpted from The PMS Principles - Powerful Marketing Strategies to Grow Your Business 2005 - Heidi Richards

Heidi Richards is the author of The PMS Principles, Powerful Marketing Strategies to Grow Your Business and 7 other books. She is also the Founder & CEO of the Womens ECommerce Association, International Heidi@wecai.org.

Ezine Advertising for Home Based Business

By Willie DeJarnette

Have you ever considered ezine advertising for your home based business? If not, youre truly missing out on some valuable exposure to your business. Ezine advertising can be a powerful tool if you follow the right guidelines and you will be successful.

Always include quantifiable benefits when writing an ezine advertisement and actually tell the truth. For instance, if you say lose 5 pounds in 5 days, people will actually be interested in that and believe it is possible at the same time. Distorting the benefits wont help at all; it will make the advertisement look like a scam more than anything else.

When creating a solo advertisement, alter the copy so that it specifically portrays the product as a solution to a specific problem. Purchase several solo advertisements to test how well this version converts when compared to other versions. Testing is vital if you want to continually improve the conversion rate of your advertisements.

This is very vital for ezine advertising members to realize. Always look for word of mouth referrals for ezine before you place advertisements. In many cases, no matter how good your copy is, you will find that certain ezine simply will not be responsive to your email. This might be because the ezine isn't actually as big as the owner claims it is and it might also be because the owner hasn't promoted the list in a year.

Think on a professional level. Make sure you format your ezine advertisement correctly before you send in to a publisher. In most cases, you will have to format your advertisement to 60 65 words; and you may even want to perform a spam check. If the text isn't formatted properly, lines will be broken and wrapped unprofessionally; and if you don't perform a spam check, it may never even go through in the first place.

When creating a top sponsor advertisement, avoid making an attempt to sell anyone on anything. Instead, give something away completely free that will up sell the reader later, such as a subscription or a special report. Additionally, make sure you clearly communicate that nothing is for sale and that you simply want them to take action for free.

Become a software application provider for ezine owners. Ask ezine owners what software applications they need and then hire someone to create an application for you. Distribute this software to all of the ezine owners who have a use for it. Make sure there is some back-end component build in that will drive users to your site.

Now, moving from our last point about ezine advertising we will now discuss when outsourcing any work you are doing as part of an ezine marketing campaign, remember to carefully check for plagiarism and theft. This is definitely an unpleasant thought, but plagiarism has become quite rampant on freelancing sites. If you own several websites, you can use Copyscape to do this for you; however, each site will be limited to 20 scans.

Simply knowing what you read in this article isn't enough. You have to put it into action to be successful. To learn how you can do exactly that and to learn more about Willie DeJarnette business, SU, you will want to visit Willie's website at the following URL: http://www.success2thetop.com

Newsletter Pain or Pleasure?

By Glenn Harrington

Some businesses have an attitude of burdensome obligation about their newsletter. That leads to corner-cutting and a poorly performing newsletter that discredits the business and its clients.

For other businesses, producing a newsletter is a smooth, rewarding process, yielding a valuable tool that contributes to rising client loyalty, business, and profits.

Is a newsletter a waste of time or a goldmine? That largely depends on your attitude. A newsletters potential as an investment in a loyal, growing clientele is greater than many imagine. Like other ventures in marketing and customer relationship management, newsletter success begins with positive attitude.

Your attitude in the beginning is essential in shaping the newsletter that ends in your clients hands. This article points the way to newsletter success for those who recognize the potential for success and start with a positive attitude.

SUCCESS FOR READERS: You must communicate effectively with your clients and demonstrate your relevance to them.

A good newsletter focuses on client interests. Recognizing themselves in it, they feel involved. With intrinsic loyalty, they look forward to each issue, and pass it on with referrals. If they like your newsletter, then it should aid growth and profit.

Your newsletter is a reflection of your target-market profile and a barometer of your dedication to your brand.

OF BRAND ALIGNMENT: Your brand is how your market perceives your business. So, your newsletter should honestly convey the client experience.

A newsletter put together from content gleaned elsewhere cannot be truly yours. Nor is a generic, third-party newsletter with your logo pasted in. If authenticity is important, then either could compromise your brand.

As you compete with others who want your niche, the right style for your newsletter depends on the status you need to maintain among loyal, profitable clients. If, for example, your business thrives on a low-key, earthy reputation, then your newsletter should reflect that. Big-city style might confuse people. Be genuine.

Your success should be your own expressing your attitude, propagating your brand, following your formula. Indeed, your brand should permeate your newsletter formula.

DEVELOP AND TEST A FORMULA: Just as you can make endless batches of satisfying cookies by following the right recipe, so you can make a great newsletter by following a good formula. Your newsletter formula consists of:
style (look and feel)
content (articles and graphics)
medium (paper or computer screen)
frequency (issues per year).

Your brand is the cookie sheet. Your market is the oven.

A good newsletter formula trumps what style appeals to you or fits your budget. Indeed, you should look beyond the style that appeals to you, and beyond your current budget. From a good formula, appeal and affordability result.

START WITH A PROFILE: What clients do you want more of? What interests do they share? In developing your formula, look to your target-market profile to guide your decisions. Develop your target-market profile: age, gender, neighbourhood, occupation, household income, and other characteristics that typify good clients for you. Then, address their interests.

ON PAPER OR ON SCREEN? : Since this profile shapes your formula, be careful what you assume. If, for example, you target people who are very technology-oriented, you might assume that they want an e-newsletter. Yet, they might find a printed newsletter refreshing.

My research has found that a newsletter distributed by e-mail is:
less likely to be read entirely
more likely to be plagiarized
less likely to be read more than once.
more likely to be deleted without being read at all.

Moreover, people like to hold a newsletter in their hands and take it on public transit, to a waiting room, or a coffee table (where others might notice it incidentally). Each decision about your formula should be rooted in your brand and guided by your target-market profile.

WHY BOTHER: There are other ways to attract and retain clients. You can advertise, offer discounts, run incentive programs, and train staff in client relations. Your newsletter need not replace these. Rather, a great newsletter integrates marketing and client-relations economically. It should harmonize them.

GOOD FORMULA + GOOD ATTITUDE: No aspect of customer relationship management or marketing should be a burden or obligation. Bear in mind the low cost of intrinsically loyal clients and the high potential of a brand-aligned newsletter. With a winning attitude and a winning formula, you could replace newsletter pain with the pleasure of success.

Glenn Harrington is Principal Consultant of the Harrington Newsletter Company in Victoria. doctor@harringtonnewsletter.ca

Most Newsletters Dont Work - part one: Success and How to Monitor It

By Glenn Harrington

Some people think newsletters dont work. Often, theyre right. In a world where most newsletters dont work, it is common to be confused about how to define newsletter success.

Whats it good for?
Over the past ten years, I have paid attention to newsletters. I can tell you why most dont work. It starts with confusion about what newsletters are good for. Confusion about how to monitor success comes from that.

How many next-day phone calls?
Many marketers expect a newsletter to generate results as soon as it arrives. Most newsletters do. However, when the results expected are new sales and referrals following each issue, most newsletter issuers eventually conclude that newsletters dont work. By the way they gauge success, theyre right.

Check your perspective.
From a sales perspective, an ineffective newsletter should be canned. But first, consider other perspectives. For example, think from the perspective of the impression left on readers. What impression would it make on you to receive two or three newsletters, then none at all, from your accountant? your lawyer? your investment advisor?

What newsletters do
Because of mismatched expectations, many who issue newsletters conclude either that newsletter success is harder to achieve than they imagined, or that newsletters just dont work. Yet, I see something in these situations that often escapes people struggling with an unsuccessful newsletter: A newsletter shapes peoples perceptions of you.

Four Brand Effects
It can do other things, such as announce news and complement advertising; still, every newsletter is a reputation-shaping instrument of brand management. Any newsletter will:
*leave a first impression, or
*mould an already-formative impression, or
*validate a formed impression, or
*confuse a formed impression.

A newsletter makes an impression.
How does this fit into a context where more sales and good referrals are wanted now? Consider the following example.

Maintain meaningful contact.
There are people who receive newsletters from their credit union who would never attend a competing banks grand opening in their own neighbourhood. Theyre so loyal to the credit union that they dont want the banks cupcakes or door prizes. The credit unions newsletter refreshes their loyalty every three months. It maintains meaningful contact with them. Its a tool of client retention.

Effective at what?
The problems solved by the credit union newsletter in the example include:

*competition of extrinsic incentives (e.g. Free gift when you sign up!).
*vulnerability to client attrition.
*the cost of acquiring new clients.
*the opportunity cost of losing profitable clients future business.

Watch the numbers.
Watch-the-books managers should direct attention to:
*business per client segmented by profitability per client.
*referrals per client with a profile of clients providing referrals.
*client attrition with a profile of clients lost and why.
*net increase in clientele (including clients gained and lost by all means).

Monitor over time.
Review these metrics on a quarterly basis and compare each quarter. Use this review to set newsletter performance goals in tandem with business performance goals (even if your newsletter is not a quarterly). Why not measure newsletter success this way?

Steady, no spikes.
A good newsletter might not cause a spike in sales. It can prevent losing a client who is being wooed by competitors, though. What business problems do you want to solve? Is it reasonable to expect a newsletter to help solve them?

Client relations success
Newsletters shape market perception, first and foremost, and can help to maintain hundreds of business relationships with meaningful engagement. Those who accept this and apply it wisely can find great success with newsletters. Those who expect each issue to boost sales or to bring new customers are wise to consider other methods. A good newsletter as a client-relations tool improves business measurably over time.

Glenn Harrington is Principal Consultant of the Harrington Newsletter Company in Victoria, BC Canada.

doctor@harringtonnewsletter.ca

Freelance Copywriter Secrets: Nine Ways Newsletters Pull In New Business

By Charles Brown

Its hard to imagine any business, organization or professional practice that couldnt realize dramatic results from publishing a well-written newsletter (either in electronic or paper form). As a freelance copywriter, one of my favorite projects is writing a newsletter for a client that wants to generate new profits and new exposure.

Here are a few ways a newsletter can make wonderful things happen to your organizations bottom line:

1. A newsletter (actually any type of published information) positions you as an expert in your field. Given a choice, customers naturally take their business to the experts. Moreover, once you become perceived as an expert, business comes to you, so you have to spend less time pounding the pavements for new customers.

2. As an add-on to becoming perceived as an expert, a newsletter can enable you to charge higher fees for your services and endure less negotiations over how much you charge. People expect to pay more for an expert, especially when they approach you.

3. Assuming the recipient of your newsletter opted in or was referred by another reader, newsletters are a non-intrusive form of marketing. It does not create the annoyance of a cold call or the total disregard of most forms of ambush advertising.

4. A newsletter can often take on the characteristics of viral marketing, in which one reader prints or forwards your newsletter to an associate. This requires that you write quality material your readers will find useful enough to pass along.

5. Electronic newsletters cost nothing to produce except time.

6. Generally a newsletter is the follow up for leads you generate by other means, such as a free offer or an ebook, but it can also generate its own leads if you occasionally offer additional information on a subject you write about.

7. A newsletter can create a need for your services. Often your articles help readers to understand they have a problem they have never been aware of before. For example, if you are an attorney who specializes in estate planning, an article on how creditors can deplete your estate may cause a reader to realize a problem exists in his or her own estate and call you for help.

8. A newsletter keeps your name and business in front of your readers minds. It might be years before they actually have a need for your services, but when they do you will be the first person they think of.

9. The material your newsletter forces you to produce on a regular basis can later be recycled into articles for trade publications, booklets and even books. In every new form, the same material increases your exposure and has the potential to create new business.

Well-written newsletters are among the few marketing tools that never fail to set you or your organization apart from your competition. It places you on the top shelf of your potential customers minds and is a powerful way to pull in new customers and business.

freelance copywriter, freelance commercial writer

COPYRIGHT(C)2006, Charles Brown. All rights reserved.

Download your free copy of http://dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.

Marketing Your Home Business through Newsletters

By Paul Jesse

Newsletters are a wonderful way to market your business when on a budget. You can opt to write them yourself or hire a writer to do the job for you.

Newsletters do not have to be long and involved. They do not have to contain a specific number of pages. In fact, many readers prefer a newsletter that can be digested in a matter of a few minutes as opposed to one that is several pages in length.

When writing your newsletter, try to be basic, provide important, relevant information. While it is acceptable to include such content as humor pieces, puzzles, trivia or even recipes, remember the main purpose of your newsletter is to sell your product or service and to increase your customer base.

One of the most important elements of a newsletter is the title. Not only the main title itself but also the title of each separate news piece, as well. You want something that will peak your customers interest grab their attention.

There are many companies that offer low cost newsletter management packages, for businesses of all sizes. They are well worth the money when you consider the time you save when utilizing this service. Depending on the size of your newsletter (number of pages) and the number of subscribers that receive your newsletter each month, you can literally save hours of work with one of these packages.

Most of these budget newsletter services offer free trial periods, online tutorials and some form of live help, via either a toll-free number or live online option. They do their best to offer more, to ensure you will choose their particular service.

You should be able to find one of these services by doing a simple online search. Packages start at just $10.00 per month. Many offer a 30-day free trial, unlimited subscriber lists, unlimited email layouts and unlimited campaigns. Some also offer image hosting which eliminates the need to place newsletter images on your website.

Submit your newsletter information to various no-cost online newsletter directories or submit a press release. You will certainly notice an increase in subscriber numbers. You wont receive hundreds of subscribers overnight, but you will attract readers that probably would not have found you otherwise. Lets face it, every new subscriber is a potential customer and obtaining new customers is what you are striving for!

Newsletters do work. With a little effort on your part they will work for you, even if your marketing budget is a small one.

Copyright 2005 Paul Jesse

Paul Jesse is a retired government employee and author of numerous home business articles. http://www.breastfeedbaby.com

Elements of a Successful Newsletter: 5 - Pictures

By Simon Payn

While a picture may say a thousand words, the pictures you see in some printed newsletters -- unfortunately -- say a thousand words of gibberish.

Why are so many pictures not up to scratch? First, it's difficult to get high-quality photography -- unless you've got a big budget or you know where to go.

Second, it's hard to get pictures to look right in print if you're not an expert with image manipulation software such as Photoshop. You've probably seen printed images that are blurred our 'blocky' -- that's often because they are not created at the right resolution (300dpi) or they've been enlarged more than the image quality can bear.

While you can get away with writing the words yourself, a sub-standard picture will shout out 'amateur'. (Of course, if you are going for a kitchen table design, then you can get away with home-made pictures to some extent!)

So I say this: unless you can use quality pictures (and be sure they'll print well), it's better not to use pictures at all. After all, there's nothing wrong with a text-only newsletter. In most cases it's words that do the selling for you, not pictures.

But if you can use high-quality images, here's some ideas:

• If you have a product or service that lends itself well to pictures, use them.
• Print before-and-after pictures that illustrate the work you have done for a client.
• Use a picture of yourself alongside your personal column.
• Use pictures of satisfied clients next to their case studies or testimonials.
• Use a picture that will attract attention -- only if it's relevant to what you do or the content of your newsletter.
• Use pictures and illustrations to break up text so that your newsletter doesn't look too 'gray'.

How can you get quality pictures? Either learn how to take and manipulate them yourself, hire a professional photographer or, if suitable, use stock photography. There are lots of good sources online for pictures, but check for any copyright restrictions on their use. You can't just take a picture off the web -- not only will the quality probably be not up to scratch, but you could also be violating someone's copyright. My favorite website for stock photos at the moment is http://www.istockphoto.com. But there are plenty others.

(One thing to watch for with stock photography -- if you use too much of it, you start to get a very bland, corporate look with pictures that could be equally at home in any newsletter for any business. Watch out for that...unless it's the look you are going for!)

One more note about pictures: if you use a picture, give it a caption. After headlines, picture captions are one of the most-read parts of a newsletter, so make that space pay!

Simon Payn is founder of Ready To Go Newsletters - the quick and easy way to keep your customers coming back.

For a free newsletter you can use to send to your own clients, visit http://simonpayn.typepad.com

Newsletter Formatting

By Kenth Nasstrom

Formatting your text newsletter correctly can make a failure into a success! Learn how to do it, and why.

Why using a text newsletter?

Sending an email (newsletter) in text format instead of word or html format will allow everyone on the internet to read it. No special software or utility will be needed.

However, to really make it work, consider the following.

� Make sure you use a monospaced font. A font where the width of the letter i is the same as the letter w. The letters may look different in width, but if you use a monospaced (instead of proportional) font, the space each character use, will be the same. This is necessary to be able to use row length row breaks and alignment.

� As said above the monospaced font in your newsletter will allow you to format your newsletter to use for example 65 characters width. This is pretty much the standard number of characters used in a newsletter today.

� Also, remember that things like underline, bold, italic, left, center, right and justified are adjustments not allowed in pure text, as they require special formatting.

� Use white space to make reading easier. Allow for two or more empty lines between content that is different.

� Also, make sure your formatting includes some kind of planning. This will allow you to maintain a similar look for your newsletter in each issue and that makes reading easier for your subscribers.

Tools of the trade

Use things like newsletter templates to make creation and publishing of your newsletter easier. Make sure you use the correct tool to write and format your newsletter.

Spy on other newsletters

Subscribe to newsletters that have many subscribers. They will be of interest to you if nothing else for you to study their ways to format the content. Take notes on how they start their newsletter, table of index, menu and similar.

What type of information they include at the top and at the bottom of each issue.

This will help you decide and start formatting as well as make layout choices easier for you.

Kenth Nasstrom is the owner of newsletter software!

Improve Your Email Delivery Rates to Succeed with Your Newsletter

By Eddie Machaalani

Introduction

There may be email delivery tips that everyone knows, but today I'm going to delve a little deeper and give you some more ideas on how to increase the number of emails that actually get delivered to your subscribers.

Is your domain's IP address blacklisted?

The first thing you should check if you feel there's something suspicious about your deliverability rates is your domain's IP address against spam black list databases.

These databases store the I.P address of domains that have been known to spam. ISP's and email administrators can use this data to block further emails being sent from that domain. In some cases, someone may have used your IP address to send out spam emails, or your emails may have been reported as spam even though they weren't.

If you're unsure what your domain's IP address is, simply open up a command prompt in windows (start menu -> run -> cmd.exe) and type in ping www.domain.com. You should see something like this:

Pinging www.domain.com [203.213.97.61] with 32 bytes of data:

Your IP address is contained inside the brackets (in this case the IP address is 203.213.97.61).

Once you've obtained your IP address you can start checking it against the different black list databases. I've supplied some of the more popular ones below:

• www.spamcop.net/bl.shtml
• www.spamhaus.org/sbl/
• www.mail-abuse.com/cgi-bin/lookup
• www.spambag.org/query.html

You can find a more comprehensive list by clicking on the link below:

http://directory.google.com/Top/Computers/Internet/Abuse/Spam/Blacklists/

If you're IP address isn't found on any of the lists, then great. If it is you can try to contact your ISP and find out if you can get a new IP address. You can also try contacting the owner of the blacklist site to get your IP address removed from their database.

Watch your attachments

Many people don't realize that the type of attachment you send with your email can cause different spam filters to block your email and even go so far as reporting your I.P to a black list database.

You should avoid using script or any type of attachment besides PDF. Many corporate mailboxes as well as virus filters block attachments that end in .exe, .avi, .swf, .zip, etc.

Make sure your server is configured for reverse DNS lookup

Reverse DNS lookup, originally designed as a network troubleshooting tool, has become an import tool in the fight against spam. When an Internet mail server receives an email it receives an "SMTP" greeting. This SMTP greeting is how the 2 servers communicate with each other when sending and receiving emails.

In this SMTP greeting, the sending server identifies itself as mail.domain.com with an IP address of 10.1.1.1 (for example). The receiving server can now do a reverse DNS lookup, to see if the IP address actually matches the domain name. A lot of spam servers won't match and so the receiving server can mark this as one failed test on a list of many to indicate if the email is indeed spam or not.

Most reputable hosting companies should already have this configured, but it doesn't hurt to ask. If your server is not configured for reverse DNS lookup, then be very wary of sending legitimate bulk email from that server.

Don't send bulk emails using the BCC field

Some of us using our favorite email client (such as Microsoft Outlook) tend to send mass emails using the BCC field. That's okay if you're forwarding something of interest to your friends or co-workers, but don't ever do this when sending your newsletters.

Using a BCC field is another trigger for spam filters that you want to stay away from. Instead, your email program should send just one email to one subscriber at a. Don't fall into the trap of thinking it's a good idea to send your newsletter to 200 subscribers using the "CC" and "BCC" fields.

Keep your lists as clean as possible

Honor all unsubscribe requests (your email marketing software should generate an unsubscribe link for all emails you send) and process bounced emails frequently. Sending to email addresses that have bounced repeatedly can result in a blacklisted IP address. You want to make sure that each bulk email you send does go out to legitimate, working email addresses.

You should also make sure your abuse@ and postmaster@ emails are valid and working. The Internet Engineering Task Force (IETF) has recommended these email addresses for complaint spam reporting and you may receive emails from users or ISP's if they have a complaint or spam report about your mailings.

Let your subscribers know when your emails are coming

If you offer a subscription to your newsletter from your web site then tell each and every subscriber exactly when to expect your newsletter. For example:

"We send our newsletter once a month, usually around the 20th, so make sure you keep an eye out for our next issue!"

Also, if someone has subscribed for your newsletter and only your newsletter, don't go sending them special offers and other unrelated emails unless you've told them to expect to receive them. For example:

"When you join our mailing list we may occasionally send you special offers for our products and services, but don't worry - every email includes an unsubscribe link if you change your mind."

Use double opt-in lists

I've mentioned this in my previous article but once again to make your mailing list as clean as possible always use double opt-in strategies. That is, when someone signs up they should receive an email which contains a link they must click to verify that they do indeed want to be on your mailing list. This stops illegitimate email addresses from being added to your mailing list.

Let subscribers update their details

If I switch jobs or change my email address, I should be able to come to your web site and change my newsletter subscription from me@oldjob.com to me@newjob.com using a simple "modify details" form. By allowing your subscribers to do this, you reduce the number of bounced emails and keep your subscribers active much longer.

Conclusion Improving email deliverability is one of the toughest tasks for any email marketer. While this list is by no means complete it can dramatically help to improve your email deliverability and hopefully your click thru rate and bottom line. Until next time, best of luck in your e-marketing efforts!

Eddie Machaalani is a co-founder of an http://www.interspire.com

Email Marketing Advice: That FROM Field Can Really Sting You In The Butt

By Joan Pasay

It sure is a big responsibility to be in charge of the company Email Newsletter. Once a week you, and only you, are responsible to carefully craft an email marketing message and get it out to all of your sacred e-newsletter subscribers.

You take the job seriously and get started early in the week. You want this email message to be really great. The company is counting on you! Your email marketing campaign is one of your employer's core marketing activities.

1. It is Wednesday. You take the afternoon and carefully craft the weekly company email message.

2. It is Thursday. You spell check the weekly company email message.

3. It is Friday. You ask your marketing buddy across the office to proof the weekly company email message. You don�t want to embarrass yourself with grammatical errors or an article that does not make sense!

4. It is Saturday. You sleep on it and are confident the weekly company email message is ready to go.

5. It is Sunday. You take the day off and have a really great afternoon with your boyfriend. You are worry free! Your weekly company email message is all put to bed and ready to go.

6. You wake up early on Monday morning, get to the office and login into your Email List Management service and get your weekly company email message all queued up.

7. You press send and watch your weekly company email message go into cyberspace. �Oh, goody!� you exclaim. �Think of all the business I am going to bring into the company with this carefully crafted email marketing message!�

8. It is Monday, one second later. A subscriber receives the weekly company email message in their inbox.

9. It is Monday, two seconds later. Your subscriber looks at the FROM field.

10. It is Monday, three seconds later. Your subscriber seems perplexed. �Hmmm, who is Mary Franklin?� they think.

11. It is Monday, four seconds later. Your subscriber takes a deep breath, says, �Never heard of her,� and presses the delete button.

12. It is Monday, five seconds later. You are in a meeting with your new boss. You yelp, grab your butt and scream, �I think I just got stung by a bee!�

You did. And you let it out and you painted the target on your hiney.

Your name might mean something to you but your email list subscribers probably have no idea who you are and will freak out when they see a strange email in their inbox from some gal named Mary Franklin.

If you are Anthony Robbins you can get away with it.

Since I assume you:

-have never walked on fire
-are not almost seven feet tall and
-don't have a huge toothy grin

You don�t qualify to put your name in the From field of your weekly company email marketing messages.

Think about it from your subscriber�s point of view.

-They subscribed to an email list from your company.
-They expect to receive a message from your company.

Instead they receive a message from someone named Mary Franklin. Someone they have never heard of, never met, never seen, and is not mentioned in any literature that belongs to the company.

I think the only logical reaction would be to press the delete button. Wouldn�t you do the same thing?

Here are some suggestions for a FROM field that will mean something to your email list subscribers:

-Your company name and URL (Hey, you can put anything you want in here, so the clearer the better).

-The name of your periodic mailing (only if it is well- branded).

-Your company name AND the name of your periodic mailing.

Keep your name to yourself. I hate to bruise your ego, but no one cares if a message comes from you expect people who know you.

Feeling like you have a few swollen, red bumps on your rear?

Go check your FROM Field.

Brought to you by the -- Email Marketing Club: The only place on the Internet where Email Marketing is FUN!

Join now and receive a gift - guaranteed to increase your status with your friends, co-workers and boss. Click below: http://www.emailmarketingmadeeasy.com/email_marketing_club

Check out our popular ebook Email Marketing Made Easy & one on one expert Email Marketing coaching at http://www.EmailMarketingMadeEasy.com

Earn good karma, forward this article to everyone you know who has an email address.

Copyright Joan Pasay - 2005

E-Newsletters, The Best & Worst Internet Marketing Tools

By Zach Katkin

Found this pertinent Internet Marketing post over at Search Engine Watch regarding the most effective and least effective digital, Internet marketing tools and techniques. Topping the list, paid search listings, but in-house E-Newsletters (targeted to a home grown list of emails) came in a very close second.

Find out why E-Newsletters are both the best, and the worst internet marketing tools. And, learn how to setup and get the most out of your own Enewsletter.

The top �worst performing� tactics named were rented e-mail lists, at 56 percent, followed by pop-ups at 45 percent and e-mail newsletter ads at 42 percent.

As many of you probably already know we love e-newsletters. Referral marketing and branding is one of the most important and successful ways of bringing in new business. As opposed to a lead from the Internet or a response from a radio ad, referrals are more likely to convert because they already know you, they already trust you because their friend or colleague has already vouched for your company or services. Referrals come pre-sold. Enewsletters are a perfect internal (client) marketing vehicle, allowing you to stay in front of your clients cost-effectively, as well as an easily forward-able tool for referral marketing.

One thing we are adamant about though, in regards to enewsletters, is creating your own list.

Purchased lists are bad.

I have never actively searched for a list to market to so I can not comment on the price of these lists, but one thing is for sure even a free list, costs too much.

even a free [purchased] list, costs too much

In addition to costing you money, lists are untargeted and likely to flag your email as spam. Enough spam reports and you and your hosting company or email provider can get in trouble, ending up on a blacklist unable to send email. As spam becomes more of a problem, and inboxes continue to fill up, people are becoming less and less tolerant of what they will flag as spam.

Additionally, even if your list is targeted (with addresses of businesses and individuals interested in what you have to offer) they SHOULD NOT be contacted if your audience has never heard of you, never dealt with you or never actively, knowingly signed up. Only contact individuals and businesses you have met, talked to, or are affiliated with and have an active relationship with.

So how do you grow your lists?

Another question Unique ID is often asked: How do I grow my list? There are a number of ways in which you can grow your list; the speed at which it grows is proportional to the role you allow email to play in your own marketing efforts and the amount of time and effort you put into it.

But, before you ask this question (how do I grow my list), and before I answer it, I urge you and your company to get started!

Go to Constant Contact, or a similar email platform and create an account. Add a small list of emails, and begin creating content for your audience. The truth is, even a large list of targeted acquaintances will lead to nothing if you or your company is incapable of creating an email with relevant useful content and consistently sending it to your audience. Go ahead, click on the link, create an account, create an email, import some addresses� I�ll give you a few minutes.

Now that you�ve created your account and know you can stick to a schedule of generating quality enewsletters, where can you get some email addresses?

Here are our typical suggestions on how to immediately create and grow your email list:

• Perform an export from your email client (Outlook) and all of your employees� computers
• Perform an export from your CRM, particularly helpful for sorting out lists
• Go to networking events and ask everyone you meet, if they would like to be added to your mailing list, a surprising number (almost always 100% will say yes), and then immediately when you get home add them to your list
• Create some kind of special free prize drawing at a networking event or seminar event. Business people who provide you with your business card, and agree to receive enewsletters can enter to win a free sample, prize, or service of yours

Things to keep in mind:

Figure out what your priorities are and organize your list from the beginning. It is a pain in the ass, and will take some time depending on how many lists are appropriate for your business or marketing efforts and your list site, but organize your list from the beginning.

Is there a possibility you may want to market only to clients with brown hair who are missing their big left toe?

You know you have a solution for these targeted individuals!

Then create a list for it, and make sure to stick with it. Often client accounts either have all emails in one account, or have jumbled dozens of half-targeted lists together, but have forgotten what list is for what purpose. Organize your self and your list from the beginning for a more successful, effective enewsletter solution.

Zachary Katkin is the founder of Naples Web Design Firm, Unique ID Web Design. Zach can be contacted via the company�s web site at http://www.webdesignid.com

For more information on creating a successful website, or to have your website analyzed and evaluated by Naples Web Design Firm, Unique ID Web Design, please visit http://www.webdesignid.com

For general information on optimizing and tweaking your web site for visitors, search engines, traffic conversion, etc. please feel free to visit our blog.

Responsive Email is a Key to Successful Email Marketing

By Jilia Gulevich

Creating and sending a promotional email letter that receives the maximum response rate is at the heart of any successful online business. But what is a �responsive email�? How do you compose it? There are a few principles a responsive email letter is based on. If you follow them, you�ll never be at disadvantage:

The Subject line. The subject line is a presentation of your message. I would even say that it is the subject line determines whether the recipient will open your message or not. If you send a commercial letter, your main purpose is to have the recipient open your message. So, the subject line must to intrigue and rouse the people�s curiosity. Put some �tease� in your subject but do not reveal what your message is about completely. Teases should speak to the offer that the recipient is going to find inside the letter � but not too much � make them open it to find out for sure. A good tease may sound like: �Discover the new technique how to��, or �The amazing inside secrets��, or �Download the new improved version of� � etc.

The salutation. Yes, a personalized message beginning with �Dear John,� is better. It looks more professional and makes a feel that you care about every prospect individually. A personalized message helps build credibility in relationship between you and your prospects. That�s why on your opt-in form you should ask your subscribers to provide their first name together with the email address.

The message body. We�ll examine two aspects here: content � what your message is about and presentation � in what manner you present the information.

Message content. This is where people often get confused. What to tell to the readers so they would want to buy from you? Tell them about the benefits of your product. Remember that people don�t care about you personally or your organization, they do want to know how they can benefit from your offer, how your offer can solve their problems or make their lives easier. That�s what they need.

A great idea that always works for your is a free bonus or special offer. You should give them something for free in addition to their purchase.

Typical offers may include:

� Special Reports - you are simply promising them an instant access to some free content after their purchase.

� Software Trials - if you are developing and promoting your own software programs, you could promise a free trial of the new version of your software, or an other software in the form of a download.

� Discounts- you can offer discounts on particular goods when they become available, and the only way to gain access to these discounts is by purchasing your product.

� Email mini-course - you can also offer people an email mini-course that will teach them something specific about their market, and will then allow you continue communicating with them in the future.

� E-books � if you sell an e-book, you could offer it for free to your subscribers who purchase your product.

� Tips and News � similar to the email mini-course. You are just promising to send them regular emails with useful content that helps make their lives easier.

Always end the body of the letter with clear instructions what action you want the reader to take. There must not be any ambiguity. The reader must exactly know what you want him to do now.

But don�t stop there. Add a �P.S.� and �P.P.S.� that persuade the reader to buy from you, repeat the offer and call-to-action.

Text presentation. You may have a lot to say about your product benefits and your offer. But the trick is to say it in a way that is easy to read, and clearly lays out the main aspects. People are busy and they don�t have much time to spend on one email. Keep in mind that people don�t read the message, they scan it. So, you have to structure your letter in a manner that all important information grabs the reader�s attention.

Don�t write in long sentences. Separate the text in paragraphs with 4-5 sentences in each paragraph. Use bullets to represent your offer benefits. Use underlining, bold and italics as ways to call attention to important elements but do it wisely.

The closing. It should always be done by the most senior person in your organization � preferably someone with a title. This is about credibility.

You should always remember that you can create several email messages and test one email approach versus another. Simply divide your list in two groups, and send the version A to one half, and the version B to the other. Then compare the results. What version is more responsive and what is not. You can then use the more successful version of you email letter for future communication with your prospects.

Take care of these aspects and your email marketing efforts will be rewarded!

Author is a technical expert associated with development of email marketing programs: HTML Email Newsletter Guide.

How To Get A Newsletter Design You Actually Like

By Simon Payn

I've just finished briefing a designer on the design for a new client's newsletter. So I thought I'd share some of the things I do to make sure I (and my client) get a design everyone likes.

Have a vision

The most important thing to do is have a vision for what you want the finished product to look like. See it in your mind, maybe sketch it on paper. See the colors, the size of the headlines, the type of pictures you want. Once you have created this vision, you will find it much easier to brief your designer.

Think: "what's it like?"

When I ask clients about the kind of design they want for their newsletter, I ask them to name a magazine they think has a great design. And then I ask them why they like that design. I find it's a great way to determine exactly what the client likes.

It's in the details

The more details you can give to your designer, the more happy you will be with the result. So describe your vision in as much detail as you can. Think of the basics, such as:

• 4-color or black and white?


• Color scheme (the same as your company's branding?)


• Will it be a self-mailer or sent in an envelope?


• Will you be including your company logo? If so, where?


• Will there be a space for company "about us" and contact information?


• Type of masthead (the title at the top of page 1)


• Space for a tagline or dateline?


• Fonts you wish to use. Sans-serif fonts often look more modern; serifs more traditional (but sans serif can be harder to read for the actual text of the articles)


• How many pictures you wish to use, and how big they should be. Are you using photography or another type of illustration?


• Will your pictures go to the edge of the page, with a 'bleed'? This makes a big difference when you come to print it.


• What article length would you like? Long articles, short articles or a mix of the two?>
• Will there be different article "types". For example, personal columns, informational articles, bulleted lists...


• Will there be 'spreads'? For example, will the middle two pages be treated as one, with content going across the fold?


• Will you be wanting tinted panels, call-out boxes, or other design elements?

Then think of the more intangible aspects of your newsletter. These will help your designer get a feel for your readers and what you are wanting to achieve. Such as:

• Who is your average/ideal reader?


• What is their age? What do they do? What are they interested in? What are they wanting from you?


• What kind of magazine or TV show would your reader like?


• What kind of 'feel' are you looking for? Something trendy or something traditional? Something that denotes gravitas or something more relaxed and friendly?


• Send example of other publications you like.

By putting a lot of thought into your design brief, it's much more likely you'll end up with a design that really meets your needs.

Simon Payn is founder of Ready To Go Newsletters - the quick and easy way to keep your customers coming back.

For a free newsletter you can use to send to your own clients, visit http://simonpayn.typepad.com

Advertising in Newsletters

By Christopher Ruane

In this article we will discuss advertising in other companies� newsletters and how it can be as equally beneficial.

By advertising in other newsletters, you can reach an audience which is highly targeted and cost effective. Moreover, you can never be accused of spamming as all the recipients have subscribed to the newsletter.

There are so many newsletters out there covering so many different topics that it's easy to find highly targeted ones to advertise in. So if you've matched the newsletter to the product you're selling, you've reached your target audience.

Almost all newsletters are archived, thousands of people read these archives, and your ad will be seen by these people at no extra cost. This can bring in exposure and extra sales on a long term basis.

Newsletter publishers may have already developed a trust between themselves and their readers. Just by placing your ad in the newsletter, it's more likely to be read because it appears in a publication they like and trust.

Newsletter advertising is not only effective, it's cheap as well. A 5 line ad in a newsletter that goes to 3000 people will cost you between $5 and $25 per issue. With so little risk involved, this is definitely worth it.

Just as you can sell advertising, you can also buy advertising in newsletters. You can use those ads to promote your business or to invite people who read newsletters to read your own.

Again, you have to pick your partners carefully. There�s no point just picking a newsletter with the cheapest rates; you want to make sure you choose an outlet that appeals to the same buyers as you. You also need to think about where your ad is going to be placed.

In general, the higher the position the better. And the more the merrier too. Don�t expect a huge response from a single ad. It�s always best to think of advertising in terms of a campaign.

You�ll get a better deal�and better results�if you reserve an advertising position for four or five issues than if you buy them one at a time.I hope this brief introduction will get you thinking about the possibilities!

Chris Ruane

New to the world of ecommerce and don't know where to turn? Visit the beginners' guide to earning online at: http://www.digitalmoneymakers.com

The 12 Most Common Newsletter Design Mistakes

By Roger C. Parker

Your newsletter�s success depends on its design. An attractive, easy to read newsletter encourages readers to pay attention to your message. However, cluttered, hard to read newsletters discourage readership � no matter how good the ideas contained inside.

Before they begin to read your newsletter, your clients and prospects will be judging the value of your ideas by your newsletter�s design. Effective design pre-sells your competence and makes it easy for readers to understand your message. Design also helps set your newsletters apart from the competition.

Here are five of the 12 most common newsletter design mistakes that are made.

1.) Nameplate clutter: Design begins with the nameplate, or newsletter title set in type at the top of the front page. Nameplate problems often include:

• Unnecessary words. Words like �the� and �newsletter� are rarely needed. Readers will unconsciously supply a �the� in front of a title, if desired. It should be obvious from the design and content of your publication that it is a newsletter and not a business card or advertisement.

• Logos and association seals. Your newsletter�s title should not compete with other graphic images, such as your firm�s logo and the logos of trade or membership associations. These can be placed elsewhere on the page, allowing the nameplate to emerge with clarity and impact.

• Graphic accents, like decorative borders and shaded backgrounds, often make the titles harder to read instead of easier to read.

2.) Lack of white space. White space � the absence of text or graphics � represents one of the least expensive ways you can add visual impact to your newsletters, separating them from the competition and making them easier to read. Here are some of the areas where white space should appear:

• Margins. White space along the top, bottom, and sides of each page help frame your words and provides a resting spot for your reader�s eyes. Text set too close to page borders creates visually boring �gray� pages.

• Headlines. Headlines gain impact when surrounded by white space. Headline readability suffers when crowded by adjacent text and graphics, like photographs.

• Subheads. White space above subheads makes them easier to read and clearly indicates the conclusion of one topic and the introduction of a new topic.

• Columns. White space above and below columns frames the text and isolates it from borders and headers and footers � text like page numbers and issue dates � repeated at the top and bottom of each page.

A deep left-hand indent adds visual interest to each page and provides space for graphic elements like photographs and illustrations, or short text elements, like captions, quotes or contact information.

3.) Unnecessary graphic accents. Graphic accents, such as borders, shaded backgrounds and rules � the design term used for horizontal or vertical lines � often clutter, rather than enhance, newsletters. Examples of clutter include:

• Borders. Pages bordered with lines of equal thickness are often added out of habit, rather than a deliberate attempt to create a �classic� or �serious� image. Page elements, like a newsletter�s table of contents or sidebars � �mini-articles� treating a point raised in an adjacent article � are likewise often boxed out of habit rather than purpose.

• Reverses. Reversed text occurs when white type is placed against a black background. Reverses often make it hard for readers to pay attention to adjacent text.

• Shaded backgrounds. Black type placed against a light gray background, or light gray text against a dark gray background, is often used to emphasize important text elements. Unfortunately, the lack of foreground/background accent often makes this text harder to read instead of easier to read.

Graphic accents should be used only when necessary to provide a barrier between adjacent elements � such as the end of one article and the beginning of the next � rather than decoratively or out of habit.

Downrules, or vertical lines between columns, for example, are only necessary if the gap between columns is so narrow that readers might inadvertently read from column to column, across the gap.

4.) Underlining. Headlines, subheads and important ideas are often underlined for emphasis. Unfortunately, underlining makes words harder to read, reducing their impact!

Underlining makes it harder to read by interfering with the descenders of letters like g, y and p. This makes it harder for readers to recognize word shapes.

Not only does underlining project an immediately obvious �amateur� image, it confuses meaning because today�s readers associate underlined words with hyperlinks.

5.) Excessive color. Color succeeds best when it is used with restraint. When overused, color interferes with readability, weakens messages, and fails to project a strong image.

Headlines, subheads and body copy set in color or against a colored background are often harder to read than the same words set in black against a white background. Be especially careful using light colored text. Restrict colored text to nameplates or large, bold sans serif headlines and subheads.

A single �signature� color, concentrated in a single large element and consistently employed � like in your nameplate � can brighten your newsletter and set it apart from the competition. The same color, used in smaller amounts, scattered throughout your newsletter, fails to differentiate your newsletter or project a desired image.

Consistently using black, plus a second highlight color, creates a quiet background against which an occasional color photograph or graphic can emerge with far greater impact.

The architect Mis van der Rohe once commented, �God is in the details.� Newsletter success, too, lies in the details. Your readers are always in a hurry. The smallest detail can sabotage their interest in your newsletter, interrupting the reader until �later.�

And as we all know, �later� usually means �never!�

About The Author

Roger C. Parker is the $32 million dollar author with over 1.6 million copies in print. Download the rest of the 12 Most Common Newsletter Design Mistakes here www.onepagenewsletters.com

7 Ways To Monetize Your Newsletter

By James Woolley

If you have your own in-house list of subscribers who subscribe to your newsletter, then this newsletter should fulfill two main objectives. Firstly, it should provide valuable content to your subscribers, so that they actually look forward to receiving your newsletter (and stay subscribed), and secondly, unless you're writing for fun, it should produce an income for you as the writer of the newsletter.

This is the area I want to focus on in this article and listed below are seven methods that you can use to successfully monetize your newsletter or ezine.

1. Promote Products

This is the most obvious way - promoting your own products, and providing endorsements and recommendations of other products that you can earn affiliate commissions from. Try to promote a few products where you can earn either recurring commissions, for example monthly membership sites, web hosting etc, or products or programs that can earn you commissions on two or more levels through subaffiliates or downline members, to create long-term residual income streams. The one thing I will say about this though is that you should not overwhelm your subscribers with product endorsements and sales pitches, you should offer them good quality content as well, otherwise you will lose a lot of subscribers.

You can also promote products discreetly, even when providing content only, by including an affiliate link or two at the bottom of each newsletter, below your name.

2. Direct Your Subscribers To Monetized Content Pages Of Your Website

This is a great way of providing valuable content and earning money at the same time. I do this a lot with the articles I write. When I write articles and add them to my site, I simply let my subscribers know that I have written a new article and direct them to the website address. By running a few ads around these articles, such as those from Google or Yahoo, you should see a lot of people reading the article and inevitably clicking on a few ads. This is a great way of earning money even when you're not promoting anything.

3. Offer Rebrandable Reports To Your Subscribers

This is another indirect money earner where you can generate revenues from good quality free content. By seeking out quality reports or ebooks that can be rebranded to include your own affiliate links, you can then simply offer this report to your subscribers, providing valuable content, whilst at the same time earning money from your affiliate links within this report.

4. Promote Free Membership Sites That Have Backend Sales Or One-Time Offers

These are extremely common in the internet marketing field at the moment, although I think it's only a matter of time before internet marketers start to use them in other niches. Examples of these include free giveaway sites, where in exchange for leaving your name and email address, you receive numerous free products. A lot of these sites have one-time offers where you can receive an upgraded package, for example. Therefore you can earn money as an affiliate every time you send someone to this site who purchases this offer. The one drawback is that although you may be earning the occasional affiliate commission, you are sending your own subscribers to other sites and having them join up to other people's lists, increasing your competition.

5. Offer Paid Advertising In Your Newsletter

I would say you need at least a few thousand subscribers to go down this route otherwise you may struggle to attract any advertisers or attract any significant advertising revenue. It's not something I do myself (at the time of writing this article), as I believe I can make more money myself from my own ads than selling the ad space to other people, but it's still another option to consider.

6. Train Your Subscribers To Be Successful Affiliates And Promote Your Product(s)

This only really applies if you have your own product, but if you do it can be an extremely powerful way of generating a lot of additional sales. By constantly providing useful tips in your newsletter offering advice on how to generate significant affiliate commissions, both you and your subscribers will benefit enormously.

7. Offer One-On-One Coaching To Your Subscribers

This depends on the subject of your newsletter, and your authority as the newsletter publisher, but if you are considered an expert in your field then it's something worth considering. You could also offer this service free to people who purchase high-ticket items from you to boost your affiliate commissions.

James Woolley is a successful marketer who has several money-making sites in various niches. His latest site demonstrates how you can successfully make money online, and also includes a newsletter filled with free tips and bonuses. For more information click here:

http://www.jimsmarketing.com

Why is that?

By Theresa Cahill

Last night the news reported the third day in a row of slipping stock prices - no surprise there. Ever since we bought stock, the price has fallen and fallen and fallen. We have the same luck with buying houses!

However, the reporter also told us that AOL (Time Warner) had a 15% slip in their stock price, based on AOL's prediction that their advertising revenue will fall 50% next year.

Why is that?

Well I'm sure the folks at AOL might disagree with me, but my first thought was perhaps they had priced themselves out of the market?

The other day an advertiser called and his first question to me was, "Why so cheap?" He was asking about our Oh So Easy Solo (OSE, formally Sweepstakes Solo) group prices.

My reply to him was simple. You just cannot afford to price yourself out of the ballgame - pure and simple fact.

Sure there may be "big guns" out there with tons of money to burn, but let's face it the majority of those doing the advertising are just like you and me - with limited cash flow for advertising online.

We can't afford not to advertise, that's also fact, but no one is going to pay ridiculously high prices, they just don't need to... competition is everywhere, especially on the internet.

Whatever you are selling online, just be sure to review your own pricing from time to time. Too high? Too low? Adjust when needed, just be very careful not to price yourself out of the game :)

ฉ Theresa Cahill - All Rights Reserved. Feel free to distribute this article. Please keep it intact and with the resource box included below.

ABOUT THE AUTHOR:

Theresa Cahill, a two decade veteran of marketing, is the owner of http://www.mywizardads.com/sitemap.html

What Blogging Can Do for Your Business

By Tim Whiston

There is certainly nothing new about the concept of blogging, and yet many business owners and Internet entrepreneurs don�t seem to grasp the power of this simple strategy. This is evidenced by the fact that many business websites do not include a blog.

If you run a business site, but do not currently have a blog, there is a great chance that you are leaving money on the table. Regardless of what kind of business you are in, a dynamic and interactive web log will improve customer response and add profits to your bottom line.

Consider this:

When you use a web log as the platform for your newsletter or ezine, you can post each of your promotions to the web, and then invite your subscribers to your blog to view your most recent update. When readers follow the link from your email to your latest blog post, they will not only have the opportunity to respond to the current promotion, they will be able to browse your blog and take action on offers you made last week, last month, even last year.

Quite often when I mail my list about my latest blog post, I end up making new sales on a promotion I did some time ago. And since my blog is linked to all of my other web sites, it�s easy for me to generate traffic for multiple products and services with just one mailing.

And blogging is a great way to generate new web traffic for your domain. By setting your blog software to �ping� search and directory portals each time you make a post, you can alert a large number of people about your new content with the single click of a button.

Also, search engines are more likely to spider your site on a regular basis if you update your content frequently. With blog software, making changes to the text on your web pages is as simple as sending an email; you just fill in a subject line and post body, and then click �submit�.

You can even configure your blog so readers are able to leave comments and questions about your articles. They don�t have to take the time to send you an email, they can just click on the comments link and post their feedback right there on the spot. This is one of the easiest ways possible to encourage productive interaction among your prospects and customers.

Blogging requires no special technical knowledge. Sure there is an advanced side to this marketing strategy, but just adding a web log to your domain and making posts on a regular basis can improve your traffic flow and customer response tremendously.

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Tim Whiston is a full-time entrepreneur and internet marketer. For more quality content, be sure to check out his Internet Marketing Blog.

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The Mighty Marketing Newsletter

By Neil Sagebiel

For many companies and organizations, it�s a powerful marketing tool that attracts and retains customers. I�m referring to the dependable, hard-working newsletter.

On the subject of newsletters, guerilla marketing guru Jay Conrad Levinson says, �It's a way of staying in touch, proving your expertise, giving beneficial information and gaining confidence.�

Newsletters can be used for marketing, public relations, sales support, associations, or many other purposes.

But how do you publish a successful newsletter?

Following are some simple strategies that have worked well for my clients and me.

Content and Style

Consistently providing editorial value is the key to a successful newsletter. Measuring content against a set of objectives is one way to accomplish this.

What is the purpose of your newsletter? What are you trying to deliver to your readers?

Another way is simply to remember what you're publishing -- a �news� letter. After all, �newsletter� is the marriage of two common words: �news� and �letter.� If you make your newsletter newsy, providing readers the latest information on subjects they care about, you can't go wrong.

Does all content have to be cutting-edge news? No. Editorial content can be a new slant on an old subject. It can be time-tested tips that are good reminders to an interested audience. Or sometimes it's information that isn't new but useful to people in a new stage of life -- parenting, for instance.

Whatever the content, it should be relevant to readers. If unsure, just ask yourself: How can readers use this information? Is there take-away value?

The second word, �letter,� helps to establish a writing style and tone. I like to write articles and newsletters as if I'm writing to one person in a friendly, conversational tone.

Newsletters are often a dialogue with customers -- the lifeblood of your business -- so the tone, while friendly, needs to be respectful. Just avoid writing newsletters that are stiff, formal and self-important.

Story Ideas

In the abstract, thinking �news� is great. However, a few concrete ideas can help kick start a newsletter. Here is a partial list:

* News
* Product and service stories
* Product and service tips
* Special offers, promotions and sales
* Explanatory articles (how it works)
* Case histories
* Industry updates
* Do's and don'ts
* Appropriate humor
* Quotes and testimonials
* Checklists
* Interviews
* Profiles
* Letters
* Community involvement

Want some more good ideas? Collect and read newsletters. What do you like? What can you apply?

Create a newsletter file and fill it with company and industry news items. Keep a list of ideas, talk to customers, attend trade shows and seminars, and read as much as you can.

By keeping yourself well informed, your newsletter will stay current and interesting to your readers. Finally, publish your newsletter on a regular basis and your sales are sure to increase.

(c) 2005 Neil Sagebiel

Neil Sagebiel is a former senior copywriter for a Seattle B2B ad agency and publisher of a monthly ezine, Headlines from Floyd.

New Realities for E-Mail Marketing

By Lee Traupel

Spam e-mail is no longer the mild irritant it once was - it's clogging corporate networks and ISP mail servers and has become a real productivity drain, forcing corporate and consumer e-mail users to spend 20-30 minutes a day dealing with this deluge of junk! According to recent figures, unsolicited bulk e-mail now makes up to 36% of all e-mail, up from under 8% just over a year ago. And, what's worse, more and more legitimate e-mail is not getting through to recipients due to Spam filtering taking place via ISPs and/or corporate networks.

Opt-in E-Mail Marketing 30K foot Picture

Opt-in e-mail marketing is clearly losing some of its effectiveness as a viable marketing tool much to the consternation of those of us who have been advocating its effectiveness for years! This is not to say opt-in e-mail isn't a viable way to market goods and services - but ROI (read response rates) is heading south quickly and needs to be considered when assessing the viability of this marketing process, as response rates have dropped on average from 10-20% to 3-10%.

However, opt-in e-mail is not disappearing off the marketing horizons - Forrester forecasts spending on e-mail marketing will grow from $1.3B (USD) in 2001 to $6.8B in 2006 and Jupiter Media Metrix is even more optimistic, forecasting growth rates from $1B in 2001 to $9.4B in 2006. But, there is a dark undercurrent to these numbers that is fueling the market growth and driving down response rates - some opt-in agencies, brokers and media representatives are "flogging" lists by overselling them

- so caveat emptor.

Five Offsetting Marketing Strategies

1) Deploy opt-in e-mail campaigns very selectively (!) - buy opt-in e-mail lists from legitimate top-tier broker/list managers who are well established, are not "over-sending" messages to list subscribers and who are constantly refreshing their list quality by adding new subscribers. Critical questions to ask brokers include: how many messages ("frequency" in ad speak) are sent to each list recipient per month, how are new subscribers added and what is the percentage of new members added per month, are they using "third party" (someone else's list) lists to augment their own, are their lists "double opt in" (meaning, you sign up and then must reply to a signup confirmation to be added to a list) and last but not least, what is their privacy policy and how strictly do they adhere to published industry standards.

2) Utilize plain vanilla text link advertising - find web sites or portals that have traffic that is comprised of customers who are in your market segment. Then, add a text link (banner ad or graphic button if you will) to a page or pages and negotiate a media buy that is based upon a "cost per click" basis; i.e. paying only for traffic that clicks through to your web site.

3) Creating and deploying a "link strategy" campaign (i.e. getting a site listed via other web sites) is one of the best self-sustaining interactive marketing processes available to any company seeking to drive qualified traffic to a web site. This process is not based upon the more traditional "reciprocal links" procedure but incorporates some web-based competitive analysis. You start by analyzing the links that are pointing back to your top 3-5 competitors' web sites and then establish relationships with these sites and also submit your site to top and second tier directories to augment the number of links.

4) Newsletter insert advertising used to be considered rather mundane and not very effective. But, if you contrast the effectiveness of this process versus the new opt-in e-mail response rates the heretofore-lowly newsletter advertising has new and vastly improved luster! Also, in the past it was difficult to track when and if people clicked on a text link ad in a newsletter - but new technology enables virtually any publisher to provide you with this information, enabling you to track your ROI for the media buy. Finally, the real beauty of newsletter text advertising is that it is very targeted and people want to receive the information so you can be confident your ad will at least be viewed by some finite number of prospects.

5) Search Engine Ranking has come of age in the last 12-24 months - you can now easily create and deploy a traditional (title, description, keywords inserts in content, submissions and optimization) search engine ranking process that is augmented with a pay per click ("PPC") process. Deploying both ensures you derive long term (traditional rankings) and short term (pay per click) results, with the latter being driven by the amount of funds you have in your marketing budget.

About The Author

Lee Traupel has 20 plus years of marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, provided this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.

Lee@intelective.com

Cheap To Keep

By Harry Hoover

You've heard it all before when it comes to stats about customer retention. Acquiring a customer costs five to 10 times more than retaining one. Repeat customers spend, on average, 67 percent more. After 10 purchases a customer has referred as many as seven other people.

So, if your focus is on acquiring new customers instead of keeping the ones you have, you are off the mark. Here is a brief overview on how to retain customers.

- Ask. New York Mayor Ed Koch was famous for asking "How am I doing? He always knew where he stood, even if he wasn't always happy about the answer. So, survey your customers about their likes and dislikes. Then, follow through with the information you receive.

- Profile. Learn as much as you can about your customers and then do something with that information to show them that you value them. Find out what makes a "best" customer and then put programs in place to move more of your customers into this category.

- Reward. Humans like to be treated as if they are special, and they will return to businesses where they have had these positive experiences. Reward them with special deals, or just pay a little more attention to them. In this era of digital communication, just sending a hand-written note gets you major points.

New business is exciting, I'll admit. But it is the clients you have that will bring you the most success over the long run. Don't spend five to 10 times more to bring in that new customer. Instead, invest a fraction of that to keep your customers coming back and referring similar "best" customers.

Harry Hoover is a partner in My Creative Team. He has 30 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Bank of Commerce, The Bray Law Firm, Brent Dees Financial Planning, CruisingTheICW.com, Duke Energy, Focus Four, Levolor, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, and Verbatim.

Sucking in Readers: Proven Ways to Increase Reader Interaction

By Meryl K. Evans

You've probably heard this educational philosophy:

Tell me, and I'll forget.

Show me, and I may not remember.

Involve me, and I'll understand.

Almost the same could apply to newsletters, except interaction in a newsletter is more than just about teaching and learning. For newsletter publishers, it's a great way to take a pulse on readers' concerns and interests.

Often, the more successful college professors are those who interact with students rather than do all the talking. Students know the professor cares about their input and they help control the direction of the class.

Newsletters involving readers give them the chance to share problems and get answers, share expertise and get their name in lights and help give the newsletter direction based on the interests.

Three newsletter experts agree interaction is key

In explaining why Jonathan Bernstein, president of Bernstein Crisis Management includes interaction in his newsletters, he says, "I enjoy it and it helps develop relationships with people who are potential clients and / or referral sources and / or purchasers of my for-sale materials."

Ken Farrish, president and bottle washer of BCBuilding.info, says, "As my hair gets grayer and thinner, I more fully realize that my readers know a lot better than I do on what they do and don't want. It is a very effective and low cost way for me to learn what items and issues I can cover in future newsletters, and also what improvements I can make to my offering and processes."

Christopher Knight, an email list marketing expert with Email Universe, says, "Reader interaction builds more reader interaction, just like the law of motion that states what is in motion stays in motion. What is not in motion is not in motion. If readers are interacting�more readers will interact with the hopes of having their interaction published. All readers (even if they don't admit it) have an emotional need to be 'heard' or recognized and acknowledged."

It is clear from these experts that interaction is valuable for keeping readers' attention and helping define newsletter content. Here are five ways to persuade reader involvement:

• Open the door for readers to share a problem related to their every day work life through a Q&A column.
• Allow readers to respond to a reader's problem.
• Take a short poll, since some readers may not want to do more than click.
• Offer contests related to the newsletter topic and award prizes.
• Invite readers to submit articles in exchange for a byline, which is free publicity for their business.

Experiences with reader interaction

For this article, readers were invited to share their experiences with reader interaction in newsletters. Gotta walk the talk! Bernstein gives readers three ways to interact with his newsletter:

• Invite comments on articles.
• Conduct contests in which input becomes the basis for future stories.
• Encourage submission of articles.

Bernstein says, "All three have worked well, although the responses to some contests have been better than others. The greatest compliment I get from readers is how accessible I am when they write to ask me questions or offer a comment."

He gives another great benefit of interaction: accessibility. When readers feel they can reach the company behind the newsletter, they believe people are behind the company; this helps build relationships.

Ken Farrish asks for content tips and improvement suggestions, publishes subscriber testimonials and invites readers to submit a personal story.

"Acknowledging people by name, publishing survey results, publishing their testimonials and personal stories that link to the issue's topic have worked well. The 'recommend it' form and business-related surveys have not worked well," says Ken.

Christopher Knight says, "What has worked well is selecting only the best of the submitted comments and giving a comment or analysis on each. This adds value to all readers. What has not worked well is posting every single reader comment. Readers are busy and don't have time to read every comment made."

Maintaining interaction action

Professional Services Journal and The Remediator Security Digest provide several ways for readers to get involved. Readers can submit and respond to the question of the month in the "Best Advice" column. Also included is a reader survey requesting feedback about the newsletter. The survey has a few questions where the reader quickly chooses a multiple-choice answer. A couple of them are open-ended questions to give readers a chance to share their thoughts. All questions are optional.

Most of the time, readers complete the quick-to-answer questions. However, many readers take the time to share their thoughts. To help encourage readers to respond to the survey and the "Best Advice" questions, the publisher entices them with a prize. When people complete the survey, their names are entered in a drawing for the prize. Two people win every month: one for the survey and one for the "Best Advice response."

Joan Stewart's The Publicity Hound, which covers getting publicity, also uses the "Best Advice" approach called "Help This Hound." Readers write in with publicity challenges and others respond. The questions have covered how to get media attention for: a honeymoon registry, a new free weekly Hispanic newspaper and a new high-rise condo targeting a specific market.

With a name like "Hound" in the newsletter name, it opens the door for a lot of creativity. Stewart adds a reader-submitted "Hound Joke of the Week" at the end of every issue. Who says a newsletter has to be dry? Not us! Woof!

When seeing a big fat zero

Publishers are happy to open the door for readers to speak their minds and get involved. Unfortunately, some have to shut the door after a few zilches. It's embarrassing for the publisher to find an empty box, no or low responses. What to do?

We've had to deal with this. It isn't an easy situation. After it happens the first time, take a look at the interaction and see if it can be improved. Try again. Maybe it is too specific. Too broad. Takes too much work.

Gauge the results from the second test and make a decision from there. A few issues ago, we had a column called "Copy Court" and people loved the creativity. We invited readers to find examples of poor copy on the Internet and submit them. Then, we presented it in the next issue for readers to comment on it.

After a few attempts, I nixed the column. What was the problem? It required too much work on the reader's part. I should've known this when I started writing the first article and went searching for an example of lousy copy. It took a lot of my time.

Make sure the interaction isn't a time zapper

Good interaction should take little of the reader's time. The "Best Advice" style columns work well because they're based on readers' experiences, something they can write right up. No research. No looking for anything.

This is not to say all contests and questions fail when readers have to expend more energy to get the answers. I've played in a few contests that have taken a few hours of my time simply for the challenge and the fun of it.

If there are few responses for a "Best Advice" column, I work them in, plus I contact experts on the topic and ask them a few questions, which I add to the column to give it more meat. On occasions when the experts aren't forthcoming, I quote articles on a similar topic giving full credit to the authors.

When it comes to low response rates on polls and feedback, share the results in percentages. That's what Ken Farrish does. This method is noticeable in many newsletters.

It's easy to let your ego deflate when the response rate is poor. Look at the data in a different light like Ken does. He says, "If I get very low response rates to specific items or requests, I now look at this as valuable data, rather than ego deflation. It shows that the issue / item is not really that important to my readers. I keep track of all response numbers to various surveys and questions to help me plan future ezine topics and / or content."

Reap the rewards of engaging your readers

Interacting with readers is rewarding. I've gotten to know a few and regularly communicate with them. I've also gotten to know the editors behind the newsletters. Occasionally, I get a note from a reader who expresses genuine surprise that I responded to her submission along with a thanks.

Even if you never gain business or referrals from a newsletter, the opportunity to meet persons is priceless. Who knows? Maybe one person will eventually introduce you to a future client. You can never meet too many people. Letting your readers know there is a real person behind the newsletter is a big step in cultivating the relationship.

. She is also a PC Today columnist and a tour guide at InformIT. She is geared to tackle your editing, writing, content, and process needs. The native Texan resides in Plano, Texas, a heartbeat north of Dallas, and doesn't wear a 10-gallon hat or cowboy boots.