I remember good old days of internet when it was a real treat to subscribe to someone’s newsletter and receive all their wonderful information through convenience of your email.
It’s still like this today - for publishers that are getting it right. I believe newsletter publishers somewhere along way forget WHY readers subscribe. On their websites we are promised all this wonderful information and instead we receive a sales pitch, email after email.
Bad newsletters far out number effective ones. Here is a list of mistakes I find newsletter publisher religiously make…
1. Sell right off auto responder
When I subscribe to a newsletter and get sales pitch right off auto responder, I know my subscription to this newsletter won’t last long.
The autoresponder is ideal place to get your subscriber familiar with yourself and your business. It’s a great first step in building that relationship with your reader. Get them enthusiastic about receiving your newsletter. Tell them wonderful things they will come to expect. Welcome them and just leave it at that.
Something to take with you: “Don’t put cart before horse”
2. Talk about how much money you are making – all time
Hyping is old news. Are you still doing it?
The newbie internet marketers love to tell you how much they are supposedly making. They love referring to this time and time again in their newsletters. They haven’t yet realized that hype doesn’t sell. Information does.
If you are making all this money, then help someone who isn’t. Give them some intelligent information. Help them make an informed decision about buying your product.
Something to take with you: “Uh… Don’t hype?”
3. Instead of 80% content and 20% selling you are doing it other way around
Your subscriber didn’t give you permission to sell to them. They gave you permission to give them more information. That’s what you promised when they signed up. Are you honoring that promise?
Subscribers know that you will be doing some selling in your newsletters. They are not stupid. So weave selling process in with your great information. That way it won’t stick out like a sore thumb and your readers won’t feel pitched.
Something to take with you: “Always give before you ask to take. It rarely works other way around”
4. Copy and paste an article in your newsletter and hey presto! You have a newsletter… Not
There is no double about it. Articles are very effective – ones that are well worded and give reader insider information about a specific topic.
One publisher I subscribe to uses power of articles very well. He is an affiliate and in his newsletter he publishers different people’s articles. This is his technique:
* His newsletters begin by telling readers a little about his day. * Then he introduces article author, giving readers about a paragraph of information about him/her * Next we read article * Then he gives us his thoughts/tips/stories/comments. * Then he finishes by referring to author and information in article.
I’ve bought from this affiliate time and time again. Know why? Because his technique works.
He puts effort into his newsletters. Readers see that. Through them, I’ve come to know him, trust him, like him. Not only does he provide me with good articles, he is also knowledgeable in subject he’s involved him and his contributions really help reinforce information of article.