The Five Deadly Fears of E-Newsletter Publishing

Written by Michael Katz

1. Fear Of Having Nothing To Say

As a small business owner, you know a lot more than you may realize. And although running out of material isrepparttar number one reason cited by small business owners for not launching an E-Newsletter inrepparttar 150065 first place, I have never come across anyone who knew enough about a particular industry or topic to start a business in it, who didn't also have a nearly endless supply of content to choose from.

Remember, your clients and others who have an interest in your area of specialty, don't work in it every dayrepparttar 150066 way you do. The things that are second nature to you, whether it's how to purchase life insurance if you're a broker; how to write a press release if you're a marketing consultant; or how to troubleshoot a light switch if you're an electrician; are all news to those of us onrepparttar 150067 outside of your industry.

The people who are going to read your newsletter have questions. You onrepparttar 150068 other hand, have answers, opinions, experience, and perspective. When it comes to your industry, you understand what matters and what doesn't, and how allrepparttar 150069 pieces fit together. These brief, useful nuggets arerepparttar 150070 things you write about.

2. Fear Of Technology

An E-Newsletter has a lot of moving parts. There are mailing lists to manage; links to set up; images to lay out; responses to track; and dozens of other small pieces to coordinate and fine tune, all inrepparttar 150071 course of writing and publishing a newsletter month after month. Managing this process efficiently requires a fair amount of technology churning away inrepparttar 150072 background. That'srepparttar 150073 bad news.

The good news is that email marketing has finally evolved torepparttar 150074 point where there are dozens of vendors out there who, for a very small fee, will take care of most of this for you (go to Google and search on “email marketing vendors” for a look at what's out there). So while it's true that you will have to go down a learning curve before you can switch your newsletter publishing into autopilot, you no longer need technical skill to get there.

Managingrepparttar 150075 logistics of a monthly newsletter can be tedious at times, no question. But if you've ever successfully assembled a gas grill, you're more than technically qualified to publish an E-Newsletter.

3. Fear Of Publishing On A Regular Basis

Although you may be sold onrepparttar 150076 value of a regularly published E-Newsletter, you may still be worried that once let out of its cage, this beast won't ever leave you alone. The truth is, you're right to be concerned. If I had to point to one factor that playsrepparttar 150077 most significant role inrepparttar 150078 failure of company E-Newsletters, it's thatrepparttar 150079 people behind them stop publishing.

Like starting an exercise program, we all go great guns out ofrepparttar 150080 gate: telling everybody we know, celebrating every issue. But (also like exercise), by month four or fiverepparttar 150081 thrill is gone, and many people start to wonder how to quietly putrepparttar 150082 thing out of its misery.

I'm happy to say that I've discovered two solutions to this potential problem.

First, publish monthly. Although it may seem that dropping back to a less frequent schedule will reducerepparttar 150083 burden, in practicerepparttar 150084 opposite is true. The less often you publish,repparttar 150085 bigger a deal it is, andrepparttar 150086 more it seems to hang over your head. A monthly schedule however, means thatrepparttar 150087 next issue is never more than 30 days away, and you will find yourself less concerned with achieving perfection each time.

Second, create a publishing schedule and stick to it. First Tuesday ofrepparttar 150088 month, third Friday, whatever. The important thing is that you bake it into your monthly work schedule. An E-Newsletter will never be today's top priority, and unless you explicitly determine when it will come out, you're more likely than not to keep pushing it torepparttar 150089 back burner.

4. Fear Of Writing

I hear it every day fromrepparttar 150090 small business owners I work with: "I can't put out an E-Newsletter, I'm a lousy writer." Well, you'll be happy to learn that writing an E-Newsletter - like email in general - is a lot more like talking than writing.

SEO Web Content: Good Writing, Good Business

Written by Joel Walsh

There's a deadly myth about search engine optimization and writing forrepparttar web: that good SEO and good writing don't go together.

As a website copywriter, I hear this myth repeated back to me allrepparttar 150035 time by new clients and prospects. "Don't bother search-engine-optimizingrepparttar 150036 content," they say. "Just make sure it is well written andrepparttar 150037 keywords will flow naturally intorepparttar 150038 content." Or, they repeatrepparttar 150039 words of so many self-styled gurus: "don’t write forrepparttar 150040 search engines, write forrepparttar 150041 people who will be reading what you write."

If you're one ofrepparttar 150042 people who believe there's a conflict of interest between search engines and humans, you're operating under two misconceptions:

* Misconception 1: you know more about what people want to read onrepparttar 150043 web thanrepparttar 150044 search engines do.

* Misconception 2: you or your writer will just naturally writerepparttar 150045 content that people or search engines want, without consciously trying to meet their demands.

Why Search Engines Know More about Your Website Visitors than You

"I want a well-written web page, not a list of keywords." It frightens me a bit when I hear this, since it demonstrates a complete lack of understanding of what search engines do.

A search engine is not simply a massive find function, likerepparttar 150046 one inrepparttar 150047 "Edit" menu of Microsoft applications. It does not just pull up any page that hasrepparttar 150048 keyword in it X number of times. If it did, all pages that show up on search engine results would simply contain a list ofrepparttar 150049 keywords.

Ultimately, writing forrepparttar 150050 search engines means writing for web surfers. Think about it: services like Google thrive on giving peoplerepparttar 150051 pages they want to read. If they consistently failed to give people what they wanted, people would stop using them.

What Your Website's Visitors Want to Read

Most ofrepparttar 150052 time, people don't want to read onrepparttar 150053 web. Reading on a screen hurtsrepparttar 150054 eyes. It doesn't help that a lot of web pages make it harder with text that's too small, backgrounds that are colored rather than white, and lots of extraneous graphics.

Besides, when it comes to reading matter, there is an overabundance of choice onrepparttar 150055 web, more than any library on earth. Of that, an unfortunate amount isn’t worth reading. Time must be rationed.

In fact, people treat a web page much as a search engine does: they scan it. In particular, they scan it forrepparttar 150056 keywords they entered intorepparttar 150057 search engine. If they arrived via a link from another website, they are still looking for words and phrases related to their interest--which are generallyrepparttar 150058 same asrepparttar 150059 keywords people enter into search engines.

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