It's a simple truth...
Some newsletters seem to attract readers like bees to honey - whilst others seem to struggle to find a marketplace of accepting and interested subscribers. But why?
What's the big difference between success and failure when it comes to publishing your own newsletter? And what should you aim to do, if your goal is to build an army of loyal subscribers?
For the first time ever, acknowledged newsletter expert, Michael Green, reveals his top five hints for creating your own winning newsletter or Ezine publication.
If you edit a newsletter and think you can muddle through without top quality content, then think again!
Let's look at it this way. With so many newsletter titles out there today - especially on the web - the choice for readers is almost endless.
Your audience is more subtly aware of the quality of your editorial, articles and content, than you may think.
So don't skimp when it comes to finding top quality contributions for your publication. It should be obvious, but great content matters, perhaps more than ever before.
Great newsletters all have one thing in common. They display style and personality.
Wait a minute...can a newsletter really have a personality?
You bet. In fact, it must have a personality, or it's simply doomed to fail!
Your readers *really* need to appreciate what your publication is all about. Which perspective are you approaching your subject from? Are you light-hearted or serious? Do you display the traits that can foster trust from your readership?
Don't leave your readers in any doubt about your market position.
Display style and personality in every issue and be sure to allow your readers to share in your spirit.
A big difference between newsletters that get read, and those that get trashed, is that the good ones are nearly always published to a regular schedule which is advertised in advance and understood by their readerships.
So determine a publishing schedule, let it be known, and rigidly stick to it.
If you want others to take your newsletter or Ezine seriously, then you need to work your way into your readerships routine.
A regular publishing timetable helps you to achieve this goal and so "frequency" is an important feature in achieving success for your newsletter.
But remember, frequency doesn't mean that you have to commit to publishing every day or every week. It just means that you need to set a schedule that is fully predictable for your readers. That could just as easily be quarterly.
Stop and think about any newsletter that you personally happen to read on a regular basis. Now ask yourself: "What is it that really makes me read this newsletter?"
The answer is invariably that you believe what's written in it.
That's right. Newsletters that you like, all have a high "credibility factor".
So be cautious about just allowing anyone to be a guest article author. Check 'em out first, be comfortable that the knowledge that they are imparting is really first-class.
One bad article published in YOUR newsletter or Ezine could destroy YOUR credibility with a reader forever. So thoroughly vet everything you publish.
Perhaps the most important factor in establishing your newsletter as a trusted source, is your ability to create real integrity for your publication.
What does this mean?
Well you've probably read newsletters, particularly those on the web, which forever seem to be pushing some new resource right in your face. And you know straightaway that there's obviously something in this for the editor.
Actually, they're probably pushing an affiliate program or some kind of joint-venture.
Nothing wrong with that of course. But try to avoid turning your entire newsletter or Ezine into one long relentless advertising pitch.
I've read a lot of newsletters that start out well for a couple of issues, but then descend into one long sales spiel by the third edition.
So follow the FIVE GOLDEN RULES of newsletter success and you'll soon turn your own publication into a newsletter that gets READ, not one of the many that gets instantly TRASHED upon arrival.
Good luck with your newsletter or Ezine.