zines can either come would say the following would be
across as a brilliant means appropriate components to add to
of human connection or as a your ezine.
thinly veiled form of
advertising. * At least one knowledge-based
article that has commonality with
Many business ezines are built a product or service you provide.
around the premise that they need * Testimonial or feedback from an
to constantly pitch products in actual customer.
the hope that something grabs the * Home-remedy or practical use
attention of the reader. for a product you carry.
* Contact information (including
The truth is most readers will email address).
hit the delete button and report * Preview of the next issue.
you for spamming if you place
your ezine in a high-pressure In business we often get caught
sales environment. up in devising a new strategy for
convincing people they should buy
Your customers or potential from us. What if the best
customers may either be sizing approach is simply to provide
your business up as a potential honest, practical help and
partner or they may be interested information that will actually
in how much you know about the benefit your customer – even if
products and services you they never purchase from you?
represent.
Business has always expected
There are numerous bits of advice customers to ‘give to get’ a
on what you should include in an product. In an online environment
ezine. However, if I can be so it is the business that often
bold as to present my top five, I needs to ‘give to get’ consumer’s
trust. While this trend advances it is
interesting to see brick and
If you really stop to think about mortar stores discovering that
it the consumer has no reason to caring for the customer really
conduct business with a site they works. Knowledge based
are unfamiliar with. Most are newsletters are being sent or
used to visiting stores where emailed while in-store
they know someone. In an online demonstrations or how-to seminars
environment you need to work to are conducted free of charge.
genuinely care for and meet the
needs of your visitors so they The mentality of business is
have the best chance at changing because people are
discovering the trust they need demanding information and
to make a purchase. The good news guidance. If you can’t (or won’t)
is a knowledge-based ezine can provide it someone else will.
assist you in this goal.
How can your ezine change to meet
More businesses than ever are the genuine needs of your
adopting this new motivational customers?
approach to online offerings.
About the Author:
Scott Lindsay is a web developer and entrepreneur. He is the founder of HighPowerSites and many other web projects. Get your own website online in just 5 minutes with HighPowerSites at: http://www.highpowersites.com. Start your own ebook business with BooksWealth at: http://www.bookswealth.com
Read more articles by:
Scott Lindsay
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