An interesting
editorial appeared in this month's PROFITeer E-zine published by Profit 100® Canada (see http://www.profit100.com) in which some numbers that
were reported were quite astounding. Gathered by Senior Editor Ian Portsmouth from a
conference held in Edinburgh, Scotland (an annual gathering of Europe's 500
fastest-growing companies), findings indicated that Europe's fastest-growing firms in a
global economy (of course, due to the help of the Internet) are the smaller ones.
In the past five years, Europe's 500 fastest-growing companies created more than 180,000
jobs (just as Europe's 500 largest companies slashed their payrolls by 600,000).
Portsmouth did not fail to indicate that these numbers parallel those in North America.
Nevertheless, it goes to show that the future of business and particularly online business
is in smaller companies. However, it is fair to say that the methods of promotion differ
greatly since the smaller business does not have the same advertising budget as its larger
counterparts. But the one tool that is often overlooked and is increasingly gaining
stature -- and quite effective in building an online business -- is the e-zine.
As recently reported in an e-zine article, even targeted opt-in direct mailers, such as
Targ-It! (http://www.targ-it.com), are starting to
turn to e-zine publishers for building their businesses or awareness in the marketplace.
According to Targ-It!, "Our business oriented lists are primarily from the Newsletter
Library, (...) the Internet's most widely used source for requesting sample copies of
commercial newsletters."
Even search engines are turning to building opt-in lists for direct e-mail marketing. As
mentioned in a previous article (see http://success-doctor.com/article23.htm),
Yahoo!'s partnerships with Yoyodyne and ValPak Coupons are not alone. Another great
example is http://Altavista.com, which has recently
teamed up with PostMaster Direct (see the related article at http://www.dmnews.com/articles/1998-11-02/2242.html
from DMNews).
A Publishers' Paradise
Publishing your own e-zine (an electronic magazine or newsletter) is one of the most
effective ways to gain publicity online. E-zine and discussion group publishers are
increasingly gaining ground over those who don't utilize these tools, and you should
definitely look into publishing one if you are not already doing so.
With the Internet -- and particularly e-mail -- comes the ability to produce your very own
"free" publicity channels with which your expertise in your specific niche or
industry can be easily developed. In fact, more and more media personnel are seeking such
channels to find qualified people or stories.
Aside from the publicity you gain by delivering expert information to eager subscribers,
by narrowing your focus the media will seek you out rather than the other way around. Why?
They do so because they particularly like stories from people who are uniquely qualified
-- this is especially true with specialized, topic-specific media, since they love to
report information that appeals to their specific audience.
Nevertheless, publishing an e-zine for your prospects and customers has a number of
benefits. It builds credibility, establishes you as an expert in your field, keeps you in
frequent contact with your customers and subscribers, positions your company or product,
and develops good top-of-mind awareness.
Out of Sight is Out of Mind
E-zines are no-cost marketing tools that can provide you with large amounts of free
publicity as well as create a new profit center for you by selling advertising space
within it. It will allow you to contact your prospects as often you want and develop a
relationship with them.
By supplying a regular stream of specialized information, you will be able to turn
prospects into customers and customers into referral-sources. In essence, the e-zine is
simply a platform through which you increase your exposure and thus create trust,
credibility, and, of course, sales as well as referrals -- and do so very quickly and
easily.
When someone subscribes, you at least get their email address. But you may also get their
mailing address, which can be used to mail your offers outside your e-zine. Whether you do
so electronically or physically, since a relationship exists between you and your
subscribers you will naturally get a higher response rate from offers to subscribers than
you would with offers to non-subscribers.
You can also make new product or important update announcements in your e-zine. But more
important, you can use it as a tool to gain marketing intelligence. Research is the key to
success in direct marketing; it is to find what information, products, and services your
prospects are looking for, and then to offer them what they want. E-zines therefore can
help supply you with that kind of information very easily in a number of ways.
For example, one way is by hosting other company products in your e-zine and then finding
out the kind of response they have generated. You can also gain key information by
including surveys or conducting polls, and then offering free bonuses to your subscribers
for participating in them.
Let's Swap, Shall We?
But one of the most useful ways to grow your e-zine is by swapping ads with other
publishers. Cross-promotion between publishers is quite effective and for many reasons.
First, the savings gained from advertising for free can be tremendous. But more
significant is that your ad will be viewed by a specific readership -- people who not only
fall into your target market but also love to read e-zines, which increases the chances of
your ad being noticed.
The one thing you will need the most when starting your e-zine is, of course, subscribers.
Therefore, swapping ads is a great way to promote your newsletter and build your
subscriber-base. Another great way is to register your publication with e-zine
directories. Fortunately, there are many popular search engines and directories that only
list e-zines, even Web sites dedicated to them as well.
Here's a partial list of electronic newsletter directories, indices, listings, and other
sources to which you can submit your own e-zine listing (of course, there is also the
"alt.ezines" newsgroup) -- you can also use these directories to isolate
newsletters to which you wish to contribute articles:
- http://scout.cs.wisc.edu/scout/new-list
(probably the largest and most popular one),
- http://site-city.com/members/e-zine-master,
- http://www.top-business-ezines.com,
- http://www.newsletter-library.com/ven.htm,
- http://www.arl.org/scomm/edir/template.html,
- http://www.edoc.com/jrl-bin/wilma,
- http://gort.ucsd.edu/newjour/submit.html,
- http://www.yotta.com/magazine/addfree.htm,
- http://www.dominis.com/Zines/publishers,
- http://www.etext.org/services.shtml,
- http://www.disobey.com/low/addere.shtml,
- http://inkpot.com/submit,
- http://www.catalog.com/vivian,
- http://www.oblivion.net/zineworld/add.html,
- http://www.coalliance.org,
- http://www.lifestylespub.com,
- http://www.neosoft.com/internet/paml,
- http://www.zinerack.com/search/enterurl.html,
- http://www.netspace.org/cgi-bin/lwgate,
- http://www.e-zinez.com,
- http://www.best-ezines.com,
- http://www.meer.net/~johnl/e-zine-list,
- http://tile.net/lists,
- http://www.liszt.com,
- http://www.owt.com/dircon/mediajum.htm,
- http://homeincome.com/search-it/ezine,
- http://netterweb.com/lp/ed_ezinedirectory.htm,
- http://www.ait.ac.th/clair/ez.html,
- http://www.ezinefactory.co.za,
- http://empowerline.com/ezine_directory.html,
- http://www.foxcities.com/ims/ezine.htm,
- http://www.ezineseek.com,
- http://www.onlinepromoter.com/home.htm,
- http://www.coopmark.com/ezines/goto.htm,
- http://www.ariadesigns.com/ezines.html,
- http://www.netsupermall.com,
- http://www.infobot.net/content.html,
- http://ezinewebring.hypermart.net,
- http://choosenetworking.com,
- And http://www.zinezone.com.
(And of course, my associates' private site at http://www.marketingchallenge.com
-- the publishers of the immensely popular "Internet Marketing Chronicles"
e-zine of which I am the editor -- maintain their own growing database.)
There are also publisher and writer newsletters, directories, and Web sites in which you
can submit and solicit articles that cater to your publication's theme (for example, check
out iCopyright at http://www.icopyright.com and
The Writer's and Publisher's Connection at http://www.homeincome.com/writers-connection).
There is also the Email Publishers Discussion List at http://www.onelist.com/listcenter.cgi?listname=epub.
And by writing articles in other publications, your byline can advertise the fact that you
publish your own e-zine and thus invite readers to subscribe. Nevertheless, you can also
have strategic marketing alliances promote subscriptions for you. In exchange for a
certain number of subscribers they have generated, you can offer them free advertising in
your newsletter.
So, write on!
About the Author
Michel Fortin, Ph.D. at http://success-doctor.com
is a consultant dedicated to helping businesses turn into powerful magnets. He is also a
speaker, copywriter, author of numerous books, including "The 10 Commandments of
Power Positioning" (get your FREE copy at http://success-doctor.com),
and editor of the "Internet Marketing Chronicles" delivered weekly to 65,000
subscribers (visit http://www.marketingchallenge.com/home/success-doctor).
NEXT
|