I receive many ezines in my inbox each week and they all offer useful information. But there are some that I enjoy more than others.
What do those I love have in common?
They feel like they are coming from a REAL person. These editors put a little heart and soul into their ezines. They share information about themselves. And since I FEEL I know them personally, I’m more likely to buy from them at some point.
In the traditional sales world, they call it the “know, like and trust” factor; I abbreviate it as “KLT”.
I was surprised to find that once I started sharing a bit about ME (the real Ali) in my e-zine, my response rates increased dramatically. More readers responded to me, more clicked on my links, and more bought my products and services.
So how can YOU put more into your e-zine? Very easily. Here are some ideas to get started.
What’s going on with you?
Quick: Think of three things that are happening in your life right now that you could share with your readers. Have you won an award? Did they mention it in a national newspaper? Did you pull a hamstring doing Tae Bo? Are you teary-eyed because your daughter’s wedding is just around the corner? These are all events your readers can relate to and will appreciate your sharing.
One e-zine I used to giggle out of was “Big Bucks in a Bathrobe” by Dave Balch. (Your business has changed, so sadly, you no longer publish it.) In each issue, Dave not only shared helpful information on running a profitable business, but also hysterical stories about “life on the ranch.” Dave and his wife own many animals, including horses, dogs, and “the parrot that just won’t die.” Every time I saw Dave’s ezine in my mailbox, I would read it right away because I knew it would brighten my mood.
I looked for help
Do you have a question you would like to answer? Why not ask your readers for help? Example: In 2005 I bought a new VW Beetle Convertible and in my e-zine I asked my readers who had owned convertibles to share their tips on how to care for them.
You wouldn’t believe how many people responded to me, telling me about their own cars, how much they love them, even sending me photos and giving me great tips on how to drive “topless”. I was delighted with the answer.
Readers also love quick polls that allow them to give feedback. For multiple choice answers, I have used www.SurveyMonkey.com. It’s free for up to 100 responses and is reasonably priced for more.
Give us the picture
Photos help your visitors and e-zine readers feel closer to you instantly, it’s like they know you better than before.
Unless you’re ugly as a toad, a decent photo will only help your sales. (Remember you are building the KLT factor). If you publish an HTML e-zine, place your photo in the top banner if you have space.
Also, don’t be afraid to share photos of your family, pets, business partners, etc. (I post mine on this blog which was FREE to create!) You will be amazed at how often your readers will click through to see them. Example: “Click here to see me in action at my first swing dance competition!”
After taking my course, one of my clients decided to share a photo of her pet pug, and she said her readers went crazy. They responded with photos of their dogs and it opened a new level of communication with their subscribers.
Don’t be afraid to have opinions
Real people have real opinions. So express yours and people will cheer up. I have found that my readers often respond best when provoked and encouraged to see things from a new perspective.
If some don’t agree with you (and others don’t), their response may lead to a new discussion or article topic. Remember, if someone takes the time to respond to you and disagrees with something you’ve said, be happy. It means they are actually reading your e-zine!
Where and how much?
A great place to put this personal information is at the beginning of your e-zine in a “editor’s note” or “welcome message.” This welcomes the reader with a warm greeting from you and is the perfect place to share this positive personal information.
Once you learn to give more of YOU to your readers, you will come to enjoy the art of sharing and the greater interaction with the reader that it brings. Just make sure it doesn’t take over your e-zine. Most of your content should remain your main article, list of tips, etc.
Think of your personal information as the Introduction leading up to the main event!
© 2003-2009 Alexandria Brown International Inc.
