Take time to find out concerns, needs, and wants of your subscribers. Then offer them solutions through your content. You can do this through articles you write yourself, or by researching articles written by others. Make content prevalent… don’t make your readers have to dig to find it.

Once you have your content in place then turn your focus to advertising. Many ezines I’ve seen are simply overloaded with ads. You must read through five or six ads before you ever get to any real information. That’s way too much! Yes, for your advertiser’s benefit, you’ll want to have ad placed above articles. That’s understandable. But only place one ad in each spot… not three or four. Again… put your subscribers’ needs first.

When you take every effort to produce a publication that readers will value, you will increase your chances of getting referral subscriptions, building trust, creating valuable relationships, making more sales, and boosting your own credibility. Then, and only then, will your sales come rolling in.

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Fact: Publishing and promoting with free articles gives you one of most powerful opportunities available to tip buyer's credibility scale in your favor.

How can we prove this works? Quite easily actually. Take a break from reading this and go check out a newspaper or magazine for a minute.

Which do you trust more, ads or articles? Most people will choose articles hands down. Why? Because articles don't try to "sell" you anything. Instead, they hand out useful information for educational or other practical purposes.

Most of us grew up in a culture which says we can believe and "trust" what appears in standard "news" or "information" format. In other words, if it appears in print, then we can believe and trust author.

So go ahead! Use this lifetime of conditioning to your advantage in selling your products and services!

Very few things will create an atmosphere of trust and confidence in people as reading one of your articles on a subject that greatly interests them. It shows you know your business. It also demonstrates you will do more than just try to sell them something.

Publishing articles literally lets you fly under their advertising "radar defenses."

So remember these points when deciding whether or not to use articles to promote your business:

1. Few things create as much trust and confidence in minds of potential customers as reading an article you wrote on a subject which specifically and intensely interests them.

2. Articles establish credibility quickly because, right or wrong, we've all been trained to trust "news."

3. An article, or series of articles, will differentiate you from competition, who bombard people with nothing but sales messages.

4. Providing content-rich, non-sales-oriented articles will also help build and solidify your relationship with existing customers so they give you repeat business.

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