It’s still like this today - for publishers that are getting it right. I believe newsletter publishers somewhere along way forget WHY readers subscribe. On their websites we are promised all this wonderful information and instead we receive a sales pitch, email after email.

Bad newsletters far out number effective ones. Here is a list of mistakes I find newsletter publisher religiously make…

1. Sell right off auto responder

When I subscribe to a newsletter and get sales pitch right off auto responder, I know my subscription to this newsletter won’t last long.

The autoresponder is ideal place to get your subscriber familiar with yourself and your business. It’s a great first step in building that relationship with your reader. Get them enthusiastic about receiving your newsletter. Tell them wonderful things they will come to expect. Welcome them and just leave it at that.

Something to take with you: “Don’t put cart before horse”

2. Talk about how much money you are making – all time

Hyping is old news. Are you still doing it?

The newbie internet marketers love to tell you how much they are supposedly making. They love referring to this time and time again in their newsletters. They haven’t yet realized that hype doesn’t sell. Information does.

If you are making all this money, then help someone who isn’t. Give them some intelligent information. Help them make an informed decision about buying your product.

Something to take with you: “Uh… Don’t hype?”

3. Instead of 80% content and 20% selling you are doing it other way around

Your subscriber didn’t give you permission to sell to them. They gave you permission to give them more information. That’s what you promised when they signed up. Are you honoring that promise?

Subscribers know that you will be doing some selling in your newsletters. They are not stupid. So weave selling process in with your great information. That way it won’t stick out like a sore thumb and your readers won’t feel pitched.

Something to take with you: “Always give before you ask to take. It rarely works other way around”

4. Copy and paste an article in your newsletter and hey presto! You have a newsletter… Not

There is no double about it. Articles are very effective – ones that are well worded and give reader insider information about a specific topic.

One publisher I subscribe to uses power of articles very well. He is an affiliate and in his newsletter he publishers different people’s articles. This is his technique:

* His newsletters begin by telling readers a little about his day. * Then he introduces article author, giving readers about a paragraph of information about him/her * Next we read article * Then he gives us his thoughts/tips/stories/comments. * Then he finishes by referring to author and information in article.

I’ve bought from this affiliate time and time again. Know why? Because his technique works.

Calling all publishers, editors, journalists and freelance writers. It's time to breathe more life into your copy. Turn your articles into living pieces that spark measurable debate, get closer to your readers and engage their mind and soul - we're talking revolution.

As it was in beginning

Publishers have for many years relied on letters to get feedback from their readers and although email has opened up this method of communication it is still time consuming and difficult to process with only a fraction of received correspondence ever being used.

Let's face it, as well as being an overhead for publisher, to most people it is an unrewarding medium in terms of effort required and response received, just think of number of letters that go unpublished and unread.

As it is now

The Internet has brought new channels of communication and has opened up opportunities that allow us to challenge traditional methods. The Internet is now a mature technology, no longer preserve of new fad brigade but a technology that has been embraced by a global population, young and old alike and it allows us now to re-evaluate way things are done. Newspapers, trade journals, magazines and ezines now have opportunity to change mental process.

When people read an article they often would like to comment, and historically this has required them to feel strongly enough to put pen to paper; or with creation of Internet send an email. Sure emails are easier but it still takes time to craft an email and time for majority, is what they haven't got. The letters page although interesting are at best a snapshot of comments; a well crafted and well written letter on any given subject may hold view of majority, or minority, as it is a free text medium and difficult to measure.

As it should be