Contact - The internet also allows for another form of contact with your customer. Some people can be hesitant about talking to a representative in person or on phone if they don’t feel very knowledgeable about product or service. Email allows them to carefully collect their thoughts before sending them. They feel less awkward about their lack of knowledge. Again, use this opportunity to gain an edge over competition. Go out of your way to educate them about product or service.

Entertainment - Use informal atmosphere of internet to entertain your customer. The internet is used by more people as a means of entertainment than as a means of business. If used effectively, entertainment can significantly improve business relationship. Provide clever facts, amusing presentations or even a witty character or mascot to assist them. However, be sure that entertainment is used appropriately. Be sure that is does not obstruct information or value you are trying to bestow upon them.

Always use your competition to your advantage. Research how your competition uses these characteristics to improve their customer relations. Your website does not have to be boring just because it is informative. Create an appeal that will set you above competition. The internet can be an extremely powerful tool for your business, reaching a greater audience than ever before. A successful business uses a complete arsenal to reach its market.

13. Do you give presentations with slides or a projection system? Add a paragraph about your ezine and how to get it on test slide. A test slide is slide you leave up there when they are seating themselves. Leave it displayed until a few minutes before your presentation and then turn it off. By turning it off, it creates a "loss feeling" and they will pay attention to it next time you turn it on. Turn system on with test slide displayed and then switch to next slide. The next slide can explain how they can get your free but-not-for-free product and directions on how to receive it. Return to this same slide at end of your presentation,

14. At this same presentation, pass around a clipboard asking them if they want to register for ezine. Start passing at beginning or even before you start. Use a short piece, different colored paper, with a note about free but-not-free item. Give them three incentives to register at that time.

15. Send out a press release every time you have a new free but-not-free item available. Send whenever you have new context, new article published, or whenever anything else occurs. Since press releases require special writing, you might want to delegate this, especially if you are challenged with writing from another perspective. If you choose to learn lingo, you can learn how-tos with a Google search: Search example: "press release" and "how to". Leave in quote marks. Don't be nervous about sending out too many, some are always missed. http://www.prweb.com/ is a great place to post your press releases.

16. Locate web sites that give out awards for outstanding ezines. Apply and keep applying. Keep tweaking. Look at previous winners and model. When you do win one, post it everywhere on your site and on every issue of your ezine for a year. Also, send out a press release when you do. If they create a press release as well, ask to use that one. Make copies of theirs and give it out at networking events. Remember, you can't win lotto unless you play. So, get in game, and apply. Try: http://emailuniverse.com/bestezines/ or search on Google with: "ezine award".

17. I'm frequently asked, "How much information should I ask for?" My recommendation is to KISS your subscriber form -- "keep it short and simple." Ask for e-mail address and/or their first name. If you ask for their first name, tell them why. Example: We like to personalize our correspondence with our subscribers."

18. Set up section for past issues of your e-newsletters. I recommend just listing their main topic or name of article and not by date. People don't like to read things that they consider "old news". If you use a pdf format to deliver past issues there are pros and cons. The pros are: pdf files are smaller to store and send. The con is that you loose opportunity for tagging item for search engine listing.

19. After you post your articles in ezine, expand or submit as is to multi-media web sites. Possibility: http://www.goarticles.com. Locations where publishers and editors will pick up article. Normally, there are no fees paid, just opportunity for visibility. When published send out a press release. Link their site, not yours, in press release, Send them a copy of release.

20. Readers are tired of not getting any value and are dropping off lists fast. faster than ever. To keep them there you MUST provide valuable information (their perception not yours). The 25/75% rule (you give them 25% and sell them remaining 75%) is acceptable. After reading thousands of ezines, I found many publishers don't come close to providing that percentage.

21. Add an invitation to all your automatic e-mail signatures. Also, mention free but-not-free item of month. Include an expiration date for that free but-not- free offer. Change e-mail signatures weekly to maintain interest.

Copyright 2004, Catherine Franz. All rights reserved.