A Guide To Starting an Ezine – Part 2
This post is a continuation from part 1 of the “A Guide To Starting an Ezine”. You can view the post here. Part 1
What To Include-
Consider a copy format that is divided by types of information. For example, you can have a section labeled profiles, another on upcoming
events. Perhaps you have a calendar of shows, conventions, or seminars that would concern readers. There might be sections on various industry policies or unwritten rules. Past events and history are always good fillers. And don’t forget humor. Although your newsletter is serious, potent information; no field of endeavor is without its light side. Don’t lock yourself into a format you can’t always fulfill. Rather, have these sections available for you to use or not as each issue is written. And always include subscription information. Your own news-letter is the best way to sell more. Also, if your ‘zine is going to be e-mailed out resist the temptation to use html; straight-text only. That is- if you want a 100% consistency, 100% of the time; regardless of the reader’s e-mail client. One more thing- Do not let your lines extend past 60 characters. Use a guideline, such as this, and hit enter after each line {turn word wrap OFF}:
———1———2———3———4———5—–****6
Finding the News-
Your first few issues probably won’t lack for information. But after that, you’ll need renewable sources of copy. What’s new in the industry or hobby? Your associates, colleagues or fellow hobbyists are the prime source of undercurrents in the field you write about.
Make contacts with freelance writers-
There is a myriad of folks who will gladly allow you to use their material- free of charge- for kudos. They’ll be invaluable for constantly acquiring new information. But keep in mind that high quality skills and expert knowledge usually cost. Perhaps you can work out a JV deal [sch as a profit-sharing financial arrangement] with insiders for important information you want to include.
Interviews are important ways to get vital information.
If you can’t contact the people in the high places, such as presidents or directors- Their assistants can be just as- if not more than- valuable in acquiring information.
New trends are found by talking to the workers, or the participants.
An employee might describe the wonders of a new machine; an athlete may praise some new equipment. And you don’t have to travel to see these people. A good phone voice or well thought out e-mail can unlock many doors.
Don’t Overlook The Obvious-
Public relations people have a lot of information to disperse. Creating a good rapport with a P.R. person can get you constant timely advice and specialized information.
Talk to people who have nothing to hide.
Secretaries often know more details than their bosses. And they usually aren’t told to keep projects secret. What they know can fill pages- if not volumes- of newsletters. Follow up on the articles presented in the trade publications. You might be able to use some more in-depth aspects of the same topics they publish. Can you talk to the people they interview [i.e. A follow-up interview]? Perhaps you can critique some controversial subject and allow folks to present an agreeing/opposite opinion [superb blog/forum tactic for driving that Web
traffic].
The newsletter is a personal forum, which means that you can give your personal comments and opinions on anything. However, they can’t be egotistical or narrow-minded, or you’ll quickly lose subscribers. Trade shows and conventions are your gold. Every person who displays or attends the show is interested in the subject. You could virtually interview everyone and get a complete overview of the industry.
If you are working with a sports topic, meets and events are the place you need to be. Talk to people who arrange them and the broadcasters- they have a lot of background knowledge. You might be able to feature events regularly in the newsletter:
- What events happen in their towns?
- If you are writing about an industry, where are the main manufacturing plants?
- Have their local newspapers written about public opinions about those plants, such as pollution or high employment?
- If you have a topic that requires a certain environment, how do the local towns cater to the enthusiasts – especially during a
main event?
Writing Copy-
In your publication, you are the authority. Use strong, direct statements with an active voice. Although you are often offering opinion, the content should be useful. Naturally assume that your readers are intelligent; and expect you to back up your statements with sound research. A rule of thumb is that three concurring sources make fact. Although you don’t need to be a polished writer, your copy must be easy to read and understand. It should be exciting; filled with lots of tasty morsels of information.
The main thrust of the newsletter is enthusiasm. Your subscribers are into the subject you are writing about. Don’t be afraid to let them know you love the topic as much as they do. Go ahead- get excited! If you have chosen a technical subject, you’ll need to be an expert in the field. If you are not, have somebody you can call at any time to confirm fact. After all, your newsletter is geared towards enthusiasts and experts, so you have to pull through.
The success of the newsletter lies with the quality of information you have. Not just the quality of writing- the information itself. If a reader can review an entire copy and say, “I know that,” you’re not coming through with inside information or new trends. Quality is the core of the newsletter, and should be the core of your own interests. That is why you have a unique knowledge to offer, and why your newsletter will be successful.
What Interests You?
You are the best judge of lively topics, and are the best critic of the newsletter. If you subscribed to this publication:
- Would this be what you’d expect?
- Are you delivering the full potential of the subject matter?
- Is the information practical?
- Can a person reading the newsletter gain from having acquired that information?
Although you are publishing the newsletter for a select group of people, you should direct it to each individual person. The personal approach is the best attitude to take in both gathering information and in writing copy. Since the newsletter is an informal publication, the copy should read informally- As though you just heard the hot news and are enthusiastically writing for your best friend so that they can quickly profit by it.
How Often To Publish-
There are a lot of factors to consider when deciding upon a publication schedule.
The main one is how fast can you produce a newsletter.
Work Backwards-
You want a subscriber to receive the newsletter on a certain date. It needs to be in the autoresponder or mail {hard copy} a few days before that. And before that, how long will it take you to decide on the final layout? How long will it take you to research and write material for your newsletter? This may be a deciding factor in the size of the publication. Perhaps you’d prefer to get a four page newsletter out every week rather than an eight-page newsletter out every other week. If your topic is filled with today’s news, then you’ll want to get that out to your subscribers as fast as possible. Other subjects can be done monthly, bimonthly, or even quarterly. Be careful with infrequent mailings, however, because the subscribers may just forget about it.
And what use is a small newsletter only a few times a year? Keep your subscribers involved and stimulated; deliver the newsletter on a regular basis- Cordially invite them to participate in your blog or forum, each and every issue! Give them- absolutely free of charge- the download link to one or two premium info goodies, each issue. Whatever production schedule you’ve decide on, commit to it. Later, when it’s successful and you have more people to help you with it, you may step up the production and publish more frequently. Writing and publishing a newsletter is a challenging and exciting way to express yourself, give you prestige and acknowledgment in the Web Community and allow you the luxury of insanely profitable JV’s! You can start one with virtually no overhead and a small amount of capital, and you can build up to making profits in the five to six-figure bracket. There are no secrets or special tricks or skills you need. What is important is coming up with an idea for a newsletter that will appeal to a select group who desires specialized information. Remember…running a successful ‘zine takes guts!
