The Five Deadly Fears of E-Newsletter Publishing

Written by Michael Katz

Continued from page 1

People don't expect to read prose on screen, and they don't want something that reads like an article from a local business journal. They want a piece of you and your expertise. As a result,repparttar most effective E-Newsletters are those that sound as ifrepparttar 150065 company leader is just talking; filled with allrepparttar 150066 slang, run on sentences and joking around that comes out in person.

After all, E-Newsletters are simply glorified emails, and email is fundamentally a two-way conversation. The more you can write in an authentic, friendly, spoken manner,repparttar 150067 more it will feel to readers like somebody (i.e. you) is really onrepparttar 150068 other end. So don't worry about something that your high school English teacher would be proud of. Focus on turning out something that breaks downrepparttar 150069 walls between your company and your customers. Something real.

5. Fear That SPAM Makes It All A Waste Of Time

There's no doubt about it, SPAM has decreasedrepparttar 150070 effectiveness of E-Newsletters overrepparttar 150071 last 12 months, and we are all much more aggressive withrepparttar 150072 delete key than ever before.

But, let's put that into some perspective. A good E-Newsletter sent to your house list will still be opened by over 50% ofrepparttar 150073 people it's sent to. That's 5?, 10?, 50? times better (you pick) thanrepparttar 150074 percentage of people who read your newspaper ads; respond to your direct mail; or accept your unsolicited phone calls. The fact is, forrepparttar 150075 small business owner, an E-Newsletter representsrepparttar 150076 first time in history that she's ever been able to cost effectively communicate with her entire customer and prospect base over and over and over again. Not only that, but thanks torepparttar 150077 inherently democratic nature of email (i.e.repparttar 150078 big boys don't get any more space inrepparttar 150079 email inbox thanrepparttar 150080 rest of us), an E-Newsletter gives usrepparttar 150081 opportunity to not just compete with, but outperform our much larger competitors forrepparttar 150082 attention of readers.

Yes, SPAM has taken some ofrepparttar 150083 shine off of this diamond. But make no mistake, it's still a diamond.

A Final Comment

You may be waiting to launch your E-Newsletter until everything is "just right." Until your mailing list is large enough; until you've stockpiled enough columns so you'll never run out; until you've hired that new marketing person; etc., etc.

I've got news for you. No matter how much you plan and prepare, things are going to go wrong even then. I've been midwife atrepparttar 150084 birth of dozens of E-Newsletters, and every time we launch one (every time), something goes wrong. It's neverrepparttar 150085 same something, but it's always there. So don't worry about it, just get inrepparttar 150086 game.

Three reasons: First, becauserepparttar 150087 cost of error online is exceedingly low. If you make a mistake -- or simply change your mind! -- you can fix it. Nothing about your newsletter need be permanent, fromrepparttar 150088 name torepparttar 150089 look torepparttar 150090 content. Every issue is an opportunity to start fresh.

Second, because time is your enemy. Relationship marketing (of which, your E-Newsletter is a tactic) is a long term approach. The sooner you get started reaching out to your circle of contacts,repparttar 150091 sooner you'll seerepparttar 150092 results. With an E-Newsletter in particular, you lose much more by waiting than you gain by perfecting.

Third, because experience is your friend. You can do allrepparttar 150093 research inrepparttar 150094 world, but until you've got a living, breathing newsletter of your own, it's just a theoretical exercise. There's only so much insight to be gained intellectually;repparttar 150095 real "A-ha's" occur when you get behindrepparttar 150096 wheel and drive it yourself.

Bottom Line: These five fears are common among burgeoning E-Newsletter publishers, but on closer examination, not all that daunting. Go ahead, get started with yours today!

Michael J. Katz is Founder and Chief Penguin of Blue Penguin Development, Inc., ( a Boston consulting firm that helps clients increase sales by showing them how to nurture their existing relationships, and that specializes in the development of electronic newsletters. He is author of the book, E-Newsletters That Work.

SEO Web Content: Good Writing, Good Business

Written by Joel Walsh

Continued from page 1

In short, Nobel-prize-winning literature makes bad web content. You have to write specifically forrepparttar web. That's whyrepparttar 150035 web hasn't fueled much of a resurgence inrepparttar 150036 short story or other literary writing, dashing many hopes. Ebook versions of paper books have also disappointed expectations.

Newspapers arerepparttar 150037 only paper publications that have made a smooth online transition, precisely because they are written in short, to-the-point paragraphs that are easy to scan.

Still Think Good SEO Web Content Makes for Bad Reading?

You've just read almost torepparttar 150038 end of a piece of search-engine-optimized web content. This article was optimized forrepparttar 150039 keywords, "SEO," "search engine," "search engines," "keyword," "keywords," "search engine optimization," and "writing."

The keywords were present in headings and throughoutrepparttar 150040 content. The content itself is easy to scan: paragraphs of one-three sentences, broken up by sub-headings every four paragraphs or so.

Naturally, those keywords are too broad for this page to have a chance of ranking high in search engines for them. But this page will get some ofrepparttar 150041 atypical search keywords that account for as many as half of all searches. So, if someone types in a phrase like, "keyword writing search engine optimized content," this page would have a pretty good chance of showing up.

To be sure, this article is onrepparttar 150042 long side for a web page. Most people won’t even scan more than 600 words of text; 250-500 is ideal.

But this article is destined primarily to be shown in an email newsletter, where attention spans are longer since people are more confidentrepparttar 150043 source ofrepparttar 150044 content can be trusted to repay their investment of time. Besides, as a well-structured page, it can be split into two or three pages according torepparttar 150045 subheadings.

In short, there’s much more to writing well forrepparttar 150046 web than just writing well. If you’ve had enough sense to have your web content written professionally, have enough sense to takerepparttar 150047 advice of most website copywriters: search-engine-optimization for keywords and good web writing arerepparttar 150048 same thing.

Joel Walsh is a professional content writer and founder of UpMarket Content, whose site offers information on getting great website content: [When posting on the web, please hyperlink this text as the visible anchor text: "website content"]

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