- As your ezine is free, do not give away your best content (save that for your paid-for service).
- Offer the editor’s personal commentary/angle on news of the industry you cover.
- Have the editor develop a voice — people respond to people, not organisations.
- Use transparency. Show your editorial process (where you’ve been, whom you’ve spoken with, etc). In other words, show, don’t tell.
- Return to core themes. Champion your reader’s concerns. Work their deeper emotions. Find solutions.
- Show a personal side. Disarm your reader and develop a relationship by throwing in personal information (“While I was riding my bike this weekend, it struck me that…”).
- Differentiate yourself in the market. Use this regular contact with readers to develop special ideas and opinions that give you a chance to develop a niche or unique selling proposition.
- Use your ezine as a testing facility for new products. Ask for feedback. Offer teaser versions of new products and see what kind of response you get.
Source: Nic Laight, Fleet Street Publications / SEPA
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