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Ezine_Readers_Not_Biting_Change_the_Bait_Part_III
| Ezine Readers Not Biting? Change the Bait, Part III
Ezine Readers Not Biting? Change the Bait, Part III By Jessica
Albon Copyright 2003, The Write Exposure
In part III of our series on maximizing your newsletter's power
as a salesperson, we'll show you how to optimize three key areas
in your newsletter once for sales indefinitely.
Today's elements increase sales by increasing your company's
credibility. Your nameplate, masthead, and tagline each play a
crucial role in building reader trust.
Only when your readers trust you will they be ready to do
business.
Your company newsletter nameplate Whether your newsletter is
print or HTML (or even plain text) your nameplate should be
instantly recognizable and meaningful to your target audience.
If you've established (or want to establish) a strong brand,
make the nameplate look like your logo using similar typefaces
and colors.
If you offer several publications and want readers to be able to
easily differentiate between each, make one element constant
(typeface, colors, or a selected word in the name), and the rest
contrasting.
Regardless of your goals, make sure your nameplate:
Stands out: make it big, make it bold, make it clear it's the
nameplate, not just a headline. Is consistent: using the same
nameplate in each issue helps readers recognize the publication.
Consistency is a key way to build reader trust. Is
understandable: don't make your readers guess what your
newsletter's about. If they find your newsletter name confusing,
they expect to find your product/service confusing as well and
may just refuse to buy. Your company newsletter masthead Your
masthead is where you describe your company and your newsletter.
The precise details you include will depend on your goals. If
you want your company to look friendly, for instance, include
the names of people involved with the newsletter's production.
Your masthead must offer contact information. This is typically
the reader's first stop when they want to know more. If you
don't make it easy, you'll lose sales.
Your masthead is also a great place for publication
information--like whether or not you accept articles for
publication. The more your newsletter looks like a paid
subscription newsletter, the more valuable it'll be to readers.
Including all the nitty-gritty details in your masthead is also
a super way to build credibility with your readers.
Your company newsletter tagline Your tagline carries a heavy
burden--it must be short, it must be persuasive (but not salesy)
and it must be comprehendible.
Somehow, in 15 words or less, you must give your readers all the
information they need about your publication.
Fortunately, that's not as hard as it sounds. All you'll need to
do is come up with the #1 benefit for subscribers.
Okay, so it's still hard.
But, it's not only do-able, it's crucial.
You also might want to include the following information in your
tagline (if you have a few extra words):
frequency audience size format. Here are a few examples of
taglines clients have used with much success:
Your guide to a well-trained dog A humorous look at life as a
single dad Bi-monthly tips on decorating your fingernails for
parties You'll notice that, though each of these newsletters is
published by a company, not one mentions the company's name or
interests. Rather they focus on the reader's goals. That's the
key to a tagline that gets people to subscribe and stay
subscribed to your newsletter.
The right tagline doesn't just add value for the reader, rather
you'll find a great tag will help you focus your newsletter
content as well. Take some time to come up with the right
tagline. Once you find one that works, you'll be able to use it
for many issues to come.
When you carefully develop your nameplate, masthead, and
tagline, you'll build a powerful foundation for reader trust. In
each issue, the other elements of your newsletter (content, etc)
will build upon that foundation to unleash a powerful sales ally.
What's the secret to more profits, happier customers, and expert
status? A pink and purple polka-dotted ping-pong paddle, of
course. Rocky explains:
http://www.designdoodles.com/ping-pong.htm
About the author:
Jessica Albon is the focusing chief of The Write Exposure where
they create print and email newsletters that get results.
Subscribe to their free newsletter for tips on maximizing your
company newsletter: http://www.designdoodles.com
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