by Tommy Yan
If you’re like most e-zine publishers, you subscribe to other e-zines. I subscribe to over two dozen. Call me an info nut if you’d like, but I like to stay informed. And I do read them.
But lately, I’ve been scanning and have even unsubscribed from a few publications. There’s a nasty trend from certain publishers to sell products without offering any valuable information in return. It seems the subscriber is no longer important.
In a typical list-building scenario, the publisher places ads or conducts a few joint ventures to build her database fast. Then she sells information about how she built it so fast hoping to continue building faster. Then she writes a book about how she did it so fast to her growing list.
Do you notice a diabolical pattern here? People buy into the sizzle and never get to bite into the steak. They’re led to believe the sizzle is the steak.
I’m left wondering if I’m not just a credit card number to them.
If you publish an e-zine, you don’t want to appear like a door-to-door salesman in a cheap suit. Where the housewife opens the door and he’s already started his song and dance. And all she can think about is how to get rid of him. You don’t want to be caught dead wearing a cheap suit.
Let’s look at seven deadly e-zine killers you absolutely must not have in your publication:
Killer #1: Itsy bitsy content.
This is the mother of all killers. You open an e-zine and you get a few remarks about some program, teleseminar, or discounted item. And then three links to a squeeze page or sales letter page.
There’s no priming the pump. They hit you right away with their pitch. They brag about their success and how you can duplicate their success by purchasing their product or program.
Excuse me, but there are a lot of smart subscribers out here who don’t want to be sold. Or taken.
They want to be swept off their feet. They want value, rich content, and to experience a magic carpet ride. They don’t want to be treated like a piece of meat.
You may be a master product pusher, but some day your clients are going to wise up and leave because they’re tired of you trying to sell them the world. Don’t sell just for the sake of making a buck. Marry your database with good content so they will remain with you through thick and thin.
Killer #2: Annoying ads.
I don’t read them. I don’t have the time. They’re distracting. I skip them. Most subscribers do the same because they know they will be solicited for money. So I have trained my brain to tune out those annoying ads.
There’s nothing worse than breaking the flow of your content with ads. If you want to publish them, organize them in a separate section. This way your message stays indelibly fresh in your reader’s mind.
Killer #3: Sounding like a smartass.
There are some marketers who have been successful at building huge lists. They continue to make joint ventures deals to grow more lists. Now they’re beginning to sound a little pompous and arrogant.
That’s unwise and unfortunate…
Because they may be geniuses at selling Girls Gone Wild DVDs to the Jerry Springer crowd, but talking down to their subscribers insults a more sophisticated crowd. It’s best not to belittle your audience.
Killer #4: Rampant reminders.
You sign up for a teleseminar and receive a confirmation. One day before your call you get a friendly e-mail reminder with the telephone number and access code. On the actual morning, you get another reminder. Two hours prior, you get another reminder.
Please!
We are not a bunch of forgetful little children. Quit clogging up our e-mail with your insecurities. All this does is increase the possibility of your server being blacklisted by our servers.
I understand sometimes that e-mails don’t get through, but if it doesn’t get through with reminder number one–it usually won’t get through any better with reminder number five.
Killer #5: Stagnant subject line.
If you want your e-zine opened and read, you must give your subscribers a good enough reason to click on it. Adding the name of your e-zine (Body Building Basics Issue #17) just won’t do the trick anymore. Unless you are content-rich and they’re addicted to each issue.
In today’s online climate, everyone I talk with is annoyed with spam. Their e-mail accounts are flooded with all sorts of nonsense. Their mouse finger is itching to delete all junk e-mail.
To avoid becoming a victim, create a compelling subject line. Something that intrigues your readers so much, they’d have to open it or else they’d lose sleep. Avoid boring your audience. There’s nothing worse than boring your subscribers.
Killer #6: Dead links.
Sounds simple enough. But even the most careful publishers get caught with their pants down. The answer to this is to test, test, and test prior to each broadcast.
Killer #7: Consistently inconsistent.
You get in a groove writing some great issues. Rich in content and full of useful information your subscribers are grateful for.
Then you get busy…
So you write some short tips and ideas instead of your usual composition. Some maybe not pertaining to your topic. You begin to sway.
Each issue weighs like an anchor around your neck. What seemed easy to do has become a burden. So you do a rush on the next publication.
Big mistake. Because people will begin losing interest. And take you for granted.
But what can you do?
It’s wise to stay two or three issues ahead. When you find some extra time, write two or three articles in advance and then plug in the extra sections later. That way, you’ll continue with rich content and not worry about people becoming bored.
Another idea is to announce a vacation for a certain number of issues. People understand the importance of rest. Let them know ahead of time.
Or you can ask an associate to fill in for a few issues. Edify that person to your database. You may also be asked to fill in for them someday. Which can benefit the both of you.
About the Author
Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. He publishes Tommy’s Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at TommyYan.com
