Many people I speak to tell me the
y do not use e‐zines because they simply do not have the time. As a marketing speaker and marketing coach to very busy CEOs, business owners, other professional speakers, and consultants, I hear you.
Here's the secret: It only takes me two hours or less per month. And those two hours are some of the highest ROI hours I can spend.
You're getting my simple formula for writing e‐zines that will make your ezine much easier to write - and more profitable to send.
Write five to seven short stories about a topic, one to three paragraphs each. You want the reader to be able to get through each story in under a minute. You do not have an unlimited amount of time with your reader so make sure he can read your entire e‐zine issue in about five minutes.
The next little tip might seem insignificant but I think it is vitally important. Do not put any click links to your stories; you do not want to give the readers mind a chance to wonder, because they are waiting for another page to load.
Many Websites like to give you a brief description of the article and then ask you to click on a link to read the whole article. That is just too many hoops to go through to read the story. Do not have just a story title and first paragraph with a link to the entire article.
Write short articles and include the entire article in the e‐zine itself, not a teaser part.
So here, it is in 4 Simple Steps:
1. 5 – 7 stories
2. 1 – 3 paragraphs each
3. Maximum reading time < 1 minute per story < 5 minutes per issue
4. No click links to stories—the full story is in the e‐zine.
There you have it quick, simple, and effective.
BONUS: Here are 8 more tips for writing an e‐ zine, courtesy of Dan Ranly, www.ranly.com:
1. Write for surfers and scanners
2. Provide information quickly and easily
3. Think both verbally and visually
4. Cut copy in half
5. Use lots of lists and bullets
6. Write in chunks
7. Use hyperlinks
8. Give readers a chance to talk back (feedback)
Feedback from YOU is always welcome in the comments area below...
Brilliant advice from marketing expert Maria Marsala. Maria is a Business Builder and former Wall Street Trader. With her motto of "Powering-UP service businesses and their owners," she provides articles, tips, classes, and resources to do just that. Learn more at www.ElevatingYourBusiness.com
1. My charge for an initial consultation is "x." If we turn out to be a good match, and you hire me, I'll apply 1/2 of "x" towards your commitment.
2. I'm happy to give you 5 minutes or less of free time, however, most issues are more quickly & effectively resolved in an undisturbed session(s). May we schedule a meeting so I can give you my undivided attention?
3. If someone is very persistent, whip out a stopwatch & say "For $2 a minute I'd be happy to go into this now. May I start the clock & do you prefer to pay with cash or check?"
4. What I can do is refer you to a free resource on "_______."
5. I do work with two pro-bono clients, who are in desperate need financially. I'll take your card and add you to the waiting list.
6. Yes, I do work with clients on "name the issue." Would you like to set up a consultation?
7. That will cost "x" per hour.
8. There's a lot I can do for you that's similar to the work I did for "xyz" client. Would you like to get together and build a marketing plan? (And then charge for those services.)
9. Well, I'd love to suggest something; however, my fees are "xxx" per hour.
10. Are you looking to hire me?
11. Are you looking to hire _____? Well, I'd love to talk to you about that; my fees are "x" per hour."
12. You may call me for a 15-minute talk, very focused, on that issue.
13. "Well, the answer to that question depends" and then spend a few minutes explaining some of the options and considerations. For example, I may explain that the best way to identify the "solution" is to work backward from the desired end result and process. That provides a natural lead-in to: "If I were to work with you on this project, here's how we would do it..."
14. Sorry, I can't answer that unless you pay my fee (or hire me).
15. A complete answer to your question is going to take more than 15 minutes over the phone. Would you like me to send you a proposal on this?
16. I have really enjoyed talking with you and would like to help more. May I send you one of my brochures and a rate card?
17. Do you have a time line and/or budget in mind for solving this problem?
18. Have you looked at cost estimates from others who would like to help you solve this problem or complete this project?
19. It's not a good time for me to begin a session right this minute. Would you like to briefly discuss session times and fees?
20. Are you seeking generic free information on "the topic" or to work with a "your profession here" to address your specific situation? [If I have a free resource, I'll ask for their email address and send it to them.]
21. I provide a general 3-4 sentence overview of how I would address their concern with them. Then I say that I've found that the sorting of the information available and subsequent application of that information is so specific to each individual that I always recommend hiring a "your profession here" for getting that one project completed.
22. Well what I can offer you on that subject is an ebook (CD, audio, etc) called ________. I'll email you the link.
23. Refer them to these "free" or "almost free" resources:
- The library has books/tapes/audios/CD/reference librarians.
- To an outsider, your local SBA and SCORE Offices "look" free. They're really not "free" either. Their classes "cost $" and their advice is paid for by all of us as part of our taxes.
- Find a professional who needs your services and see about some sort of in-kind exchange or barter. Again, this isn't totally free, as you do need to report it on your taxes, but in most cases, there isn't any money exchanged.
- Join lots of ezines by experts in the area you're looking to learn about, but do it quickly while they are still free. And know that the 'best of the best' contain ads and affiliate programs, too.
Guest column by Peter George
When it comes to marketing your services, two facts hold true.
One is, when things are important to people, they buy -- or at least attempt to buy -- from a recognized expert.
The other is, to be most profitable, you must differentiate yourself from your competition. One of the most effective ways to differentiate yourself is to be a recognized expert in your field.
So why don't more people market themselves as experts? It's simple. It's only because they do not believe themselves to be worthy of the title.
Let's take a look at what an expert really is. It is not some mythical stature, achieved by a select few. The Oxford Dictionary defines an expert as "a person who is very knowledgeable about or skilful in a particular area." Nowhere does it state that you have to be the absolute best at what they do.
Take Derek Jeter of the New York Yankees, for example. Is he an expert hitter? You bet. Is he the best hitter to ever play the game? No, but that doesn't make him any less an expert. Is Dr. Arun Singh at Rhode Island Hospital an expert cardiothoracic surgeon. Definitely. Is he the best in the world? Most likely not, but he is one of the very best in the New England region.
How to be recognized as an expert
First and foremost, you have to decide that you are, or will be, an expert. If you need additional knowledge, skill, or experience, get it. Read, take courses, give free services ... do whatever it takes to overcome what it is that keeps you from being an expert. Perhaps all you have to overcome is your fear of sounding pretentious. Don't give this a second thought. By using the word judiciously, this isn't a problem.
Although considering yourself to be an expert is the first step, being considered an expert by your target audience requires consistent demonstration of your expertise. Following are some of the ways you can accomplish this.
Here's one caution. Do not try to become an expert at everything.
I often here people say, "I specialize in all aspect of my profession." I highly doubt that's true. Even if it is, does it benefit them? Would you want to have brain surgery done by a doctor who told you he is a neurosurgeon, cardiologist, otolaryngologist, and proctologist? Probably not.
Speaking
Speaking is an excellent way to showcase your knowledge, accomplishments, and abilities. The opportunities are almost endless. They include being a keynote or breakout speaker at conferences. You can produce your own seminars or do so with the help of your local Chamber of Commerce or other organization. The same is true for workshops. You can serve on a panel at your industry's meetings -- local, regional, or national.
Because there are so many opportunities, you might not know where to begin. My suggestion is that you look at your industry or a related field. If there are monthly meetings, do they have speakers? Are there special events where speakers are featured? Do chambers in other areas of the country invite people in your profession to speak, and if so, on what topics? Once you begin investigating, you'll be surprised at the number of possibilities that exist.
Writing
When I mention writing, people think of newspapers, magazines, and books and that their chances of getting published are slim. Even if that were true, there are many more avenues available to those who want to write about subjects they know well.
Let's discuss writing articles. To begin, you don't have to look any further than the Chambers of Commerce. They are often looking for well-written articles that they can use in their newspapers. You can also provide articles to your local newspaper and industry journals. Of course you can publish your own newsletter or write for someone else's. The correct option is the one that works for you.
Above are some of the outlets for articles on paper. Online vehicles offer you a completely new set of tactics. Just like the paper versions, you can write for your own newsletter (often referred to as an ezine) or for someone else who already has a list of subscribers or recipients.
Another venue for articles is online article repositories and distributors. These are places where you submit your articles for review. If accepted, the articles are included in the databases. From there, people can either read them or actually use them in their online publications. This is done at no charge. How does this help?
The people who use the articles agree to include your resource box. This is where you let readers know how they can benefit from your services or obtain additional information -- much like my resource box at the end of this article.
Writing a book or books is an extremely powerful way to demonstrate that you are an expert. Whether published by publishers or yourself, a book has long been the epitome of writing. Even accomplished news columnists are compelled to write books. And it's not as difficult as you may think.
Let's say you have written a number of articles. Then you have the basis for several chapters in your book. And a book does not have to be lengthy. It can be as short or long as necessary to get its point across. You can also write an e-book, which is a short book that is made available for downloading online.
Other opportunities
The list could go on, but I will conclude with just a few more ideas.
People who are interviewed by the press are looked at as experts.
By prudently sending out press releases and becoming known to the press, you better your chances of being one of the people they turn to.
Speaking of interviews, you may also make yourself available to other experts who are writing their own books or articles and need opinions and personal viewpoints.
Tips sheets and special reports make wonderful products that you can give to your prospects and clients or use as add-ons. These are generally rather short, but they once again indicate that you have sufficient expertise in your field.
Now you have several ways to be a recognized expert in your field. It's time to jump in and start swimming!
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Peter George is the marketing coach and recognized expert who is known for helping self-employed professionals attract more clients, make more profits, and have more time to enjoy life. Immediately download "101 Ways to Attract More Clients" at http://MoreClientsMoreProfits.com