3. Attract your prospects to imagine they're having a conversation with you. Ask your readers questions then actually answer questions for them. This is very powerful if you've research your target audience and know how majority of your readers will answer questions. Example: What will happen if you don't buy our product? You’ll probably say, I'll sink deeper in debt and have to declare bankruptcy.

Instead of simply *saying* how great your business is, an e-zine lets you *show* how great you are by sharing your expertise through tips or client stories. (As my old journalism professor used to say, "Show me, don't just tell me!") You're avoiding simple bragging, and are instead offering useful information that demonstrates your knowledge. Bravo!

4. Publishing an e-zine instantly positions you as an EXPERT in your field.

By showcasing your knowledge and skills, you're likely to attract more and better clients. And by sharing what you know well, you're saying, "Hey, I know my stuff! I'm an expert." If you make a living by providing a service, you're an expert in your own right. If you're still uncomfortable with that term, try on word "resource." (Okay, feel better?)

5. An e-zine is ideal way to CAPTURE e-mail addresses of your WEB VISITORS.

This one's a biggie: If I visit your site today but aren't ready to buy from you today, you've likely lost me forever when I click away. BUT if you invite me to sign up for your free newsletter that features helpful information on topic at hand, I'll be happy to sign up.

NOW you've got me to market to, over and over, as long as you continue to give me practical content you promised. I'll get to learn all about your services and products while you gain my trust. This is especially powerful because statistics show that consumers don't usually purchase a product or service until after they've seen multiple messages about it!

(c) 2001-2002, Alexandria K. Brown. All rights reserved.