by Mark Aaron Murnahan, CEO (blog)
YourNew.com / SnappyISP
Internet newsletters are a great way to share information, attract new customers, gain search engine position, and increase Website traffic. If you do not understand the value of this marketing tool, keep reading and you will.
Every Website has something to share with somebody, whether a prospective client, existing client, colleague, family member, employee or otherwise. If it is on the Internet, somebody must want it to be seen. In my case, I want it to be seen by many, and very often.
I cannot give you the format and content for a perfect marketing newsletter, or the right catch phrases to make your readers stay with you. What I offer is a little simple advice about how to write your periodical, the differences inherent to online publications, and the benefits you may expect. I have no promises for you, but I am not asking you for a promise either. My hope is simply to help you get things started with the right mindset.
You have less time to capture a reader online. If you use poorly chosen structure, bad grammar, too little color contrast, long lines without breaks, capitalize whole words, or anything that would bother you to read, you will lose them. Internet readers have a low tolerance for reading garbage. It is a matter of supply and demand, and the Internet is in great supply of garbage.
You must consider the unique psychology associated with the Internet. I will write more on Internet Psychology in an upcoming article. For now, I will tell you that Internet users will be offended more easily, and take this communication more personal than traditional mediums.
Perhaps the most important skill to Internet writing is to give more than you take. Readers do not owe you their time, so you need to barter with them. If you have valuable information, they will be more willing to give you some of their time in return.
If you know your reader's perspective, you gain their attention. Consider why you subscribed to our Internet marketing newsletter. Although we often provide more than just Internet marketing tips in this publication, the primary reason for subscription is to learn what we know about marketing online.
Your emphasis should always be your readers wants and needs, and not about what they will buy or whom they will refer. The wrong mentality will show, and will not help your cause. Be more productive with your time and consider the last time you counted your teeth.
Your primary market may be clear to you, but is it clear to them? While carefully considering what I wrote about focusing on the readers wants and needs, do not hide what you sell. If you have ever read through an article and did not really understand what the company does for their profits, or what they can do for you, send them this article. It is easy for you to know what you would like to gain from your newsletter. However, I have seen a lot of Websites and online publications that made it somewhat difficult to understand just what they are offering. Tell the reader what you offer in a tactful way, and they will respect that.
In our case, we are both a retail and wholesale ISP. We sell Web development, Web hosting, Internet marketing, search engine optimization, Internet access, ecommerce merchant accounts, domain registrations, and more. Our primary market is offering our services to resellers who brand the services as their own.
If you can remember the barter system and be certain that your reader will receive value from your article, in exchange for their time, the benefits of an online publication are numerous, but include the following:
- Repeated contact with your site's visitors
If you ever watched television, you must have noticed that the same company will advertise several times within the same program. Branding takes repetition, and the more times your logo and name is in their mind, the better the odds of establishing a brand.
- Quality content with relevance to your Website
Search engines will have more to index, with greater relevance to your Website than nearly any other content. It is a way to expand on what your organization is about, and this should not be taken lightly.
- Potential for referral traffic
Once your Internet newsletter is written; keep it online for the world to see. It may be shocking to see how many people will email the Web address to their friends and colleagues. Better yet, a good article will often receive incoming links from other sites.
- Lower cost and wider distribution
The cost of distribution for an online publication is much less than printed newsletters. You can distribute to a larger audience, for a fraction of the cost. Plus, you can change it after publishing if you decide to expand on a topic.
"Internet newsletters made simple" ... this may be my favorite oxy-moron of the day. Simple is certainly not the case, or I would not be sitting at my desk at 3:26 this morning writing to you. If the topic hits you, be ready, but you cannot expect to be brilliant every day. This is why many online publications make use of a team of writers.
Once it is written, be sure to have somebody, anybody but you, proofread your work. I have been writing professionally for over fifteen years, and I still make a lot of stupid mistakes. It is easy to overlook mistakes once you have proofread, edited, and read it again. Have another person read it, and if possible, ask them to read it aloud. You may be surprised to find that what you wrote, and the message others read, is not always the same. You have likely heard that you are your own worst critic, but that does not count the people reading your articles.
Now you are at the end of the article, and I hope that our barter has provided you with some benefit. If it seems like a lot of work to maintain an online publication, you are correct. Fortunately, YourNew.com provides this service so buy from us and refer everybody you know. I never said, "Do not sell your service". I said that it should never be the emphasis of your writing. This is what makes your Internet newsletter a marketing tool, and not just a sales tool.
Don't be lost in search engines,
call us at 877-898-9500 today!