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Some publishers only use their e-zines to talk about how great they are. "We won this award and hired this new person and landed this new client… blah blah blah." This gets boring and turns off readers.
Instead, focus on providing information that will be *useful and educational* to your readers. This will make them love you! (Besides, there's plenty of room to tastefully plug yourself at end of each issue.) Aim for a ration of about 75% helpful information and 25% self promotion.
MISTAKE 4. Not promoting their own businesses.
Here's just opposite problem: Many people serve up great content to their readers, but don't take opportunity to toot their own horns!
While your articles and features will be softly selling your expertise, there are several other ways to reinforce fact that *you* are whom your readers should contact when they need services you provide. After article, give your full contact information, and a few sentences about WHAT you can do for your readers. End it with a call to action -- tell them to call for a free consultation, visit your Web site to read clients testimonials, or write you for a free quote.
MISTAKE 5. Not publishing on a regular basis.
Publishing regularly suggests to your readers that you're organized and can meet deadlines and commitments. But I still see many e-zines published on a random schedule - one colleague of mine even brags at top of each issue that she basically sends out her e-zine "whenever she feels like it." By doing this, she appears flaky and unprofessional.
Your e-zine should be a steady "pulse" of your business, reminding your readers about your fabulous products and services on a regular basis.
(c) 2002, Alexandria K. Brown
Marketing writer and consultant Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about this step-by-step Guide, and to sign up for FREE biweekly how-to articles, visit http://www.boostbizezine.com/