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How to Write an Ezine Thousands Will Subscribe To and Everyone Will Open and Read

By: Susan Dunn

Susan Dunn, The EQ Coach, coaches individuals and executives in emotional intelligence, and offers workshops, presentations, trainings, Internet courses and ebooks.  She is a regular presenter for the Royal Caribbean and Costa cruiselines.  Visit her on the web at www.susandunn.cc and mailto:sdunn@susandunn.cc for FREE ezine.

Hype! And if youíre trying to do this, youíll defeat your purposes. In fact your expectations and perfectionism will keep you from producing a good and useful ezine.


Writer's Block

I was in public relations for many years, and had the opportunity to supervise and train many writers. The #1 cause of ďwriterís block,Ē I found was perfectionism. They were trying to write the perfect article.

Write an excellent article. There is no ďperfect article.Ē Itís important to keep things in perspective. Doubly so when youíre writing as an entrepreneur, because thereís no external feedback.  Youíre sitting in your own mind. We learn in Marketing 101, if youíre producing a newsletter and working yourself into contortions over the proofing and editing, to remind yourself of where itís going.

Where is it going to go? In the trash. Thatís for a hardcopy newsletter, brochure, flyer, etc.

And where is your ezine going to go? Click. Delete.  Sometimes read, sometimes not read.

So lighten up! Youíll remove some heavy obstacles to your own success.


But I Want My Ezine to be So Good, Everyone Will Read It

Read it? Half the ezines you mail won't even be opened.

According to Constant Contact, www.roving.com, the average open rate is 48%.

How many emails do YOU get a day? I get several hundred and I probably don't open ľ of them. I havenít got the time, I get too much spam, and Iím used to scanning with a discriminating eye.  Even my favorite ezines I donít open 100% of the time.


One Great Article

I produce ezines for clients, or help them design their own. Itís typical for newbies to worry excessively over putting everything they have to say in one edition. The implications of this relate to writer's block as well.

In their launch issue, they try and summarize what they do, or what they offer, or how to have a good relationship, or what NLP means in one, single, defining article.

This is a waste of time for three reasons:
  1. It canít be done. Even if you are the reigning expert in your field, you, yourself will learn something new tomorrow (or you're not an expert).

  2. Half your readers won't ever see that particular article or edition.

  3. Your list will be growing, and the 10 who join tomorrow wonít have seen it either.
Your logo, tagline, or standard introductory paragraph should describe what you do. After that, talk about your subjects often, from different angles, and donít try for the one, defining article or issue.


The Message

When I did PR for a church, one minister said to me, ďIf theyíre willing to listen to and read about half of what I put out there, over time theyíll get my message.Ē

This is a good way to look at it. Keep writing about what you do, who you are, and what you sell. Present it in an attractive format. Send it out consistently. Somewhere down the line, your readers will understand what Emotional Intelligence Coaching is, or why your widgets are the best, or what the Gooding Accountability Systemô is. You donít have to do it all at once. You canít do it once and for all. Take it easy, save something for next time, and your readers will come along for the ride.

© copyright, Susan Dunn, 2002

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The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.

 

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