The Biggest Mistake Publishers Make
"I just sent out a great offer to my list.
But, only three clickthroughs! (Arrrrrgh!)"
If you are tired of sending promotions to your list with
little or no success, you'll want to read this article.
Maybe even three times.
Chances are, you are failing to incorporate the most
critical ingredient of any successful ezine.
Without this essential ingredient ...
What am I referring to here? I'm talking about the power
of personalization. Without it, your ezine is toast --
- You will get more unsubscribes
- Your website will be about as dead as the Mohabi desert
- Your subscribers will seldom buy anything you recommend
- You will grow increasingly more frustrated with your subscribers
Let me explain.
How many ezines have you read that are boring, lifeless,
shameful bodies of work that should be banished from the
We've all read a few, right?
But YOUR ezine is different, isn't it?
.. Is it?
Here's a way to put it to the test. What is your primary
goal in publishing an ezine? Are you interested in purely
throwing products at your subscribers and expecting them
There's nothing wrong with making money, but the
relationship comes first, then the profits.
It's just like dating. You meet. Go on a few dates, and if
you are lucky, you might even get a kiss once you've
earned the trust of your partner ;-)
Treat your subscribers the same way and watch your profits
soar. Let your subscribers get to know you. I mean,
*really* know you. Develop a relationship with them.
For example. Do you express your opinions in your ezine?
Are you NOT afraid to speak your mind, even at the risk of
offending a few people?
Controversy is one of the most powerful tools you can use
to develop reader loyalty. Go ahead, write how you feel.
Say it with heart. Your subscribers will respect you for
Is your ezine an extension of your life? Do your
subscribers really know what's going on at your house? Do
they even know what you look like?
Do they even like you?
If you are holding back and afraid to let your personality
shine through, chances are your subscribers couldn't care
less about you. Why would they? They don't even know you!
Don't shut your subscribers out, let them in.
Are you just like 90% of the other frustrated ezine
publishers out there? Pumping out issue after issue and
wondering why no one is responding and everyone is
Don't take it personal. GET personal!
There are way too many good ezine choices out there today.
If your ezine doesn't captivate your audience in the first
issue or two .. click, unsubscribe ... next.
But wait. Before you start injecting emotion, personal
stories and your opinions into your ezine, here's a
Please. Use it in context. For example, telling you that I
drive a green Dodge Caravan and would rather drink from a
stinky sneaker than fly in an airplane, won't do any good.
Who cares? Wrong content.
Keep it in context and you'll be on your way to developing
iron strength bonds and relationships with your
Once people get to know you, they learn to like you. And
if they like you, they might even trust you.
People buy things from people they trust.
Who would you trust more?
I probably could have saved you from reading 660 words or
so by making this the shortest article in the history of
the Internet. It could have been condensed into ten words:
- A recommendation from a good friend
- A billboard ad on the freeway
To succeed in ezine publishing, get personal with your
But then again, if you only read ten words, what chance
would I have to build a repoire with you? Or, start to
build a relationship with you?
I hope I've done my job. Now, it's your turn to do yours!
(with personality, that is ...)
. . .
Jason Potash makes it easy to build your online business
through ezine publishing, articles, and joint-ventures.
Learn the 7 essential keys to ezine success. To receive
your free 4-part mini-course send a blank email to:
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