7 Ways to Self-Promote With an E-Mail Newsletter
by Alexandria K. Brown, "The E-zine Queen" (Guest Author)
Publishing an e-mail newsletter, or "e-zine" is a very powerful self-promotion tool. You're probably aware that your e-zine won't attract subscribers without offering insightful, practical content. (If you only drone on about how wonderful you are, your readers won't stick around for long.)
But for most of us, the reason we publish an e-zine is to promote ourselves and our services. So here's where we have to strike a balance: You have every right to toot your own horn in your e-zine, as long as you don't drown out the useful content your readers are looking for.
You work hard on your e-zine, so here they are:
7 ways to make your e-zine work for YOU:
1) Make sure your MAIN ARTICLE always provides information that your readers will find valuable.
By having this as the foundation of your issue, readers will feel they got what they came for helpful information. Try a list of top 10 tips, a "how-to" article, a list of resources, a review of a trend in the industry - that sort of thing. So if you think of your e-zine as tonight's meal, your main article should be the entrée -- any promotional info should be the side dishes!
2) Begin each issue with an "EDITOR'S NOTE" or "PUBLISHER'S NOTE."
I began doing this last year, and have found it's the perfect place to tell readers what's happening with me and my business, give them a taste of my personality, and announce any upcoming events or workshops. Because this section is a personal message from you to your readers, and because it's NOT your main content, you have more leeway in being direct and self-promotional.
3) In your article, throw in LINKS to related articles you've written or been featured in, when appropriate.
Your readers will appreciate the additional information and resources, and it's one more chance for you to demonstrate your expertise and credibility.
4) Directly after your article, give a quick PROMO BLURB, mentioning your services, e-books, reports, workshops, etc.
Why right after the article and before anything else? Well, if someone reads your article and says to themselves, "Gee, that was great information!" They'll be ripe and ready to hear what else you have to share. A great lead-in for your blurb is: "Did you like today's article? If you did, you'll LOVE my [personal coaching, teleclass, e-book, report, upcoming workshop, etc.]..."
5) In each issue, offer a TESTIMONIAL from one of your clients.
I saw another e-zine publisher doing this last year and thought, "What a great idea! She's giving her readers further reason to try her services." I now do this regularly for both of my e-zines. In each issue, I feature a short testimonial from one of my marketing communications clients or someone who has purchased my e-book.
6) Tell us what YOU'RE all about!
At the end of your e-zine, give a detailed but concise description of YOU and what you have to offer your readers. For example, here's what I put at the bottom of every "E-zine Queen" newsletter:
| Marketing writer and consultant Alexandria K. Brown, "The E-zine Queen," is author of "Boost Business With Your Own E-zine: 209 Secrets to Planning, Writing, Publishing, and Promoting an Online Newsletter That Gets Results." It's a step-by-step manual that walks you through the entire process. It's available, along with "The E-zine Queen Resource Report" at... (I then list all my contact information here.) |
See how in that concise promo I convey who I am, what I do, what my product is, why you should buy it, and that I offer other services as well? (Whew!)
7) Occasionally, make a special announcement in a SOLO MAILING.
A solo mailing is any mailing you make to your E-ZINE subscriber list that is NOT a regular issue of your e-zine. Now, some e-zine publishers blatantly abuse this privilege, sending out announcements every two days about the latest and greatest product or affiliate program.
If you do send out any solo mailings, keep it to a minimum (I'd say no more than one a month), and make sure they're truly newsworthy. Perhaps one of your special offers is coming to an end, you need your readers' help, or you're offering a last-minute workshop and need to fill seats. Get the idea?
IMPORTANT: Make sure to still include your masthead, contact info, and unsubscribe info in your solo mailings. This way your readers won't mistake them for junk mail.
For dozens more e-zine promotion ideas, see my manual, " Boost Business With Your Own E-zine ." |
