Competition is fierce. There are four jobbers and two retailers serving the same square mile radius. What can you do to stand out? One way to accomplish separation is to publish an e-zine, an electronic document with similarities to a traditional newsletter.
Being “virtual” means that you don’t have to pay the high costs of reproduction or postage. If you have a Web hosting account, you have virtually all that you need to get started. Plus, anyone who has published a traditional print piece is well aware of the embarrassment associated with a typo in a newsletter you just had reproduced 2,000 times. With the Web, you can make real-time edits.
You also have the ability to embellish your articles with multi-colored graphs, Flash animation and links to other valuable resources.
Asking the right questions
As is the case with any business decision, it is important to ask yourself some essential questions prior to launching your e-zine:
- Why? The most important question to answer is why you are publishing this in the first place. Are you solving problems in your marketplace? Appearing as an authority in your field? Are you reporting on new trends or products? Whatever the reason, be sure that your intentions are pure; if you send someone your e-zine and it is too “salesy,” they’ll see through it and may unsubscribe.
If your publication contains quality content, your reputation among existing and potential customers, as well as your competition, should be bolstered. You will be considered more of an authority in your area. Though many shoppers in various industries ultimately base purchase decisions on price, that isn’t always the case. If you are perceived as an “expert,” customers will feel better about making a purchase from you.
- Who? Determining your audience should help determine your content. The best place to start is with your existing customers. Send a mailing to your list (either via traditional “print” methods such as a letter or postcard, or via e-mail or in-store sign-ups) to get permission. Having a “payoff” for someone when they provide you that coveted e-mail address will make them far less reluctant to give it to you in the first place. Explaining to a potential subscriber that your publication is free and will provide them with helpful advice and tips will almost certainly be agreeable to them. Every name that you collect as a subscriber to your e-zine is another piece of potential business. You now have a reason to contact these people, and you will not have to try to “sell them” on your merits constantly. By supplying them with this content-rich piece of literature, you will induce them to ask you questions, or better yet, to make a purchase based upon a tip you wrote in your e-zine.
- What? A commitment needs to be made to the e-zine’s content.Your e-zine will be a resounding failure if it lasts only one issue. Plan your content for a few issues prior to announcing and writing the first one.
- When? You need to determine the frequency of distribution. The most common timeframe is monthly, however it is perfectly acceptable to do quarterly issues. It is far better to produce four issues per year full of excellent, well-planned and intriguing content than it is to have one issue per month that contains one news announcement and an advertisement for your business.
Every successful e-zine also needs people who have ownership over it. If you have a team of people whose job it is to create content, they need to know that it is their responsibility to meet deadlines. If you are a small company or sole proprietor, find some trusted resources that can shoulder some of the load. These resources can be found everywhere: your best customers, your employees, even your competition.
Increasing your value
Aside from “seeing your name in lights,” your e-zine should serve several business purposes. After all, the reason you are in business is to make money.
Because you are offering your readers “something for nothing,” you are building trust. When a customer trusts you, they will frequently revisit you and buy more of your product. In our digital society, it is becoming harder and harder to find those trustworthy local businesses who care about you as a customer. Creating a good e-zine will help you foster trusting relationships.
Ultimately, your decision to produce your own e-zine will prove to be a fruitful one if you plan your issues accordingly, take the appropriate steps to market it to both existing and potential customers alike and make the commitment to treat the initiative with the same importance as all other marketing efforts.
George Roberts is the co-founder and chief development officer at Crucial Networking, LLC (www.crucialnetworking.com), a Connecticut-based Web firm.
