A Web site without a newsletter is like a car without a motor. It may look nice, but you're not going to get very far.

In order to market your business effectively you need a system to attract prospects and then you need a system to follow up with those prospects repeatedly to convert them into customers. An electronic newsletter is an inexpensive and very effective way to do that.

2. TARGET A SPECIFIC GROUP OF PROSPECTS

You can't be all things to all people. Select a specific group of prospects to write your newsletter to. When reading your newsletter, your prospects should say, 'They're talking about me and my concerns!'

3. DON'T SPAM PEOPLE WHO DON'T WANT YOUR NEWSLETTER

Your subscribers should voluntarily opt-in to receive your newsletter. Describe benefits of your newsletter, and provide a simple way for people to subscribe to it.

Don't just add people to your list without their permission or send it out to people who didn't ask for it. That's called spam, and you'll be building a bad reputation if you resort to it.

4. GIVE YOUR SUBSCRIBERS AN EASY WAY TO UNSUBSCRIBE

When people don't wish to receive your newsletter any longer, they should have an easy way to unsubscribe.

Provide information your subscribers need to unsubscribe, if they want to, right in your newsletter.

5. FOCUS ON A SPECIFIC THEME

Your newsletter should be centered around a theme that relates to your products or services and is of high interest to your prospects and customers.

Our theme for this Give to Get Marketing newsletter is focused around tips to help you market your business more effectively. That ties in perfectly with what you want, and it ties in perfectly with marketing products we offer.

Maria's theme for her Get Organized Now! newsletter is focused around tips to help you get organized. Her products are organizing products -- a perfect match.

Someone who sells cosmetics would create a newsletter theme that focuses on beauty and fashion tips.

Oh, Roundup, you little devil you! Have you been sneaking around behind my back with other ezines?

It's not just The Roundup that I have to worry about. I also have a number of autoresponders that I use. In case anyone doesn't understand term "autoresponder," it's an automated email address. When you send a blank email to an autoresponder, technology automatically sends you a pre-written message. I use autoresponders on my web site to give visitors samples of my freely distributed articles. Well, danged if my autoresponders aren't carrying on illicit affairs behind my back as well. One of them is apparently involved with same sender whose wanton behavior with The Roundup is causing me so much concern. This autoresponder receives identical email message about remembering previous conversations. Jeesh, I could have a major war on my hands if this keeps up. All I need is for Roundup to find out about autoresponder, and then what?

Oh, wait! A new turn of events! The Roundup just received an email with "Get Your Share of E-Z Money" in subject line. This oughtta give it a competitive edge. As far as I know, autoresponder is stone, cold broke. It'll be no match for soon-to-be stinking rich Roundup.