Client -Attractive Websites: Tackling the "Who" question

January 4, 2006

Previously, we talked a bit about what a well-crafted website can do for your business: boost visibility and credibility, get you more referrals from colleagues and customers, even shorten the sales cycle by putting key information where prospects can easily find it. Of course, those aren’t the only reasons—you may have more, depending on your [...]

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The Tenth Commandment of Ezines: Respect Internet culture

October 5, 2005

During last month’s “Building a Client Attractive Website” seminar, one of the attendees asked me a question that, coincidentally, tied rather nicely into this month’s commandment. Briefly, she wanted to know why the copy on the website (which was designed to attract clients for a local business coach) used “I” and “me” rather than referring [...]

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The Ninth Commandment of Ezines: Watch thy numbers

September 7, 2005

Publishing an ezine can sometimes be a lonely business. You wonder if you’re delivering the kind of content your readers are really responding to. I occasionally get emails from readers saying they really enjoyed a particular issue or article. But I know that not everyone can take the time to give direct feedback. So, what’s [...]

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The Eighth Commandment of Ezines: Get some personality!

August 3, 2005

Whew! We’ve covered a lot of territory over the past few months, and we’re down to the last three commandments. This month’s is a bit lighter (in more than one sense of the word): It’s all about letting your personality show through your ezine!

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The Seventh Commandment of Ezines: Integration

July 6, 2005

If you want your ezine to be a great marketing tool, it has to serve your overall marketing objectives. Staying in touch with your market is important, but the information you give them should always be tied to a specific goal, whether it’s driving awareness of your newest (or most lucrative) offerings, publicizing a sales-boosting [...]

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The Sixth Commandment of Ezines: No spam allowed

June 1, 2005

Last month, we talked about just how much self-promotion you can do in your ezines (and how much is too much). Now, we’re going to talk about more annoying behavior you should avoid if you want your ezine to be a success.

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The Fifth Commandment of Ezines: Obey the 40% rule

May 4, 2005

Last month, we talked about the importance of focusing your ezine’s content on a well-defined subject (or set of subjects).  But how much self-promotion can you do?  Quite a bit, actually – but,  yes, there is a limit.  Now we’re going to talk about what’s called the “40% Rule.”

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The Fourth Commandment of Ezines: Focus, focus, focus

April 6, 2005

Last month, we talked about the importance of publishing regularly and how simple, repeatable systems (like an editorial calendar) can help. Now, it’s time to get focused.

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The Third Commandment of Ezines: Consistency pays

March 2, 2005

Last month, we did some thinking about how your readers would use your ezine, which in turn determines what format will meet their needs. This month, we’re hitting the issue of consistency – why it’s important, and how to achieve it.

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The Second Commandment of Ezines: Tailor thy format

February 2, 2005

Last month, we talked about respecting your subscribers – protecting their privacy, talking “to” rather than “at” them, etc. This month, we’re exploring how best to match your ezine format to your subscribers’ needs.

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