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In Practice: Juliet's Marketing Wisdom:
Fill Your Practice
By Writing an Ezine
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by Juliet Austin |
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Why Write an Ezine?
Writing an ezine (a newsletter delivered by email) can be one of the key methods of marketing your private practice that will propel it towards success. There are many reasons why this is the case, but the most significant one is that the more people who know about your services, the more clients you will have. A newsletter allows you to continually add potential clients to your database, as well as reminding them about your services and products on a regular basis.
Often helping and healing professionals are resistant to the idea of writing an ezine. Their initial reaction is something like, “that’s a lot of work,” or “ I don’t have enough to say,” or “ I don’t write well.”
Yes, it can take a fair chunk of time to write an ezine, but marketing a private practice does take time and energy regardless of the methods you use.
As far as fears of not knowing what to write about, if you know your target market well and pay attention to what their needs and desires are, you shouldn’t have any difficulty coming up with ideas.
Finally, if you have difficulty writing, get help. Hire an editor or solicit help from someone who writes well. When it comes right down to it, there really aren’t any good excuses for not writing an ezine.
So now that we have established that writing an ezine is a must, the ten points below will help you be successful with yours.
How to Write a Successful Ezine
1. Focus your Ezine on a Specific Target Market
If you want your ezine to be read, focus it on a narrow target market or it likely won’t get read at all. As with everything in marketing, you must stand out if you want to attract attention. If you try to meet everyone’s needs, you likely won’t meet anyone’s.
2. Allow your Subscribers to Opt-in
With the amount of spam we all receive on a daily basis, it has become essential to have an opt-in, or permission based, ezine. This means that you always give people the option of whether or not they wish to subscribe, while also making it easy for them to unsubscribe when they want to.
3. Offer a Freebie as a Bonus for Subscribing
There is nothing like adding a valuable bonus offer to entice your website visitors to subscribe to your ezine. A common bonus item is often a free article or report. This provides your subscribers with something immediate to read which gives them one more reason to subscribe.
4. Write Interesting and Useful Material
Find a way to pass on interesting, useful, and novel information. Think about the problems your clients come to you with and what they are looking for. Write about these things offering help and suggestions.
5. Ensure that your Ezine is Easy to Read.
Your ezine should be well written and easy to read. Write simply so that a 12 year old will be able to easily understand it. Use headlines and subheadings to allow for easy scanning of the material as many people won’t read the entire ezine.
6. Don’t Worry about the Length
There is a lot of debate about what is the best length for an ezine. Generally speaking, the length of your ezine isn’t as important as having quality information. Write enough information so that your subscribers will feel they have gained something from reading it, and if it does happen to be long, make sure it is concise and interesting enough to keep them engaged.
7. Publish your Ezine on a Regular Basis
It’s best to write your ezine on a regular basis so that your readers know when to expect it. While you don’t want to write too often and bombard your subscribers with emails, if you don’t write often enough, they can easily forget about you. Anywhere from once a month to once weekly is optimum.
8. Select a Consistent Format for your Ezine
There are various ways to structure your ezine. Take a look at some of the many ezines offered on the web to get some ideas. Your main article should appear early on in the ezine, and generally, all promotional offers are best left to the end. If you do want to mention them early on, it’s best to stick with the highlights of the offer and then alert subscribers to where in the ezine they can get the full details.
9. Promote your Ezine Online
Once you have decided on the structure, content, frequency of publication, etc., your next step will be to find ways to promote your ezine. There are numerous ways to promote it online, including publishing your feature articles in article directories, ezine directories, and other relevant websites.
10. Promote your Ezine Offline
Promoting your ezine offline is just as important as marketing it online. Ask people to subscribe to your ezine in any promotional materials you develop, and let everyone you meet know about your ezine, finding ways to entice them to subscribe.
Writing a regular ezine will take some time and effort, but it can also be one of the most rewarding things that you do to market your practice. There is nothing more satisfying than getting feedback from your subscribers telling you how helpful your information is to them.
So if you have not yet started your ezine, I encourage you to get on it as soon as you can. I know you won’t regret it once you start seeing your subscribers increasingly turn into clients!
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Juliet Austin, MA
Marketing Coach, Consultant & Copywriter
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Juliet Austin has a Masters Degree in Counseling Psychology and worked as an educator, researcher and counselor for over 20 years.
In the late 90's Juliet completed a career change into the field of marketing when she Graduated from CoachU, The Institute of Life Coach Training and became a member of the School of Coaching at Coachville. Juliet also completed numerous courses and classes on marketing, Internet marketing and website copywriting and promotion.
She is a member of several professional organizations including The International Association of Coaches, The Canadian Counselling Association, Healers in Business and The Business Alliance for Local Living Economies.
As a Marketing Coach, Consultant and Copywriter, Juliet assists healing professionals and socially responsible business owners who are struggling to attract clients or sell their products. She helps her clients in overcoming resistances to marketing, develop and implement no or low-cost marketing strategies for both on and off the Internet, write compelling website copy and promote their websites.
Juliet writes for several publications both on and off the Internet. Her articles have appeared in publications in Canada, the US and in Australia. In addition, she is also co-author with Sue Bond of the ebook: How To Become A Coach: A Guide for Therapists and Counselors.
Juliet also leads workshops and teleclasses on various marketing topics for those involved in the spiritual, metaphysical and healing arts.
Assisting healing professionals in marketing a practice has become a creative and intellectual form of self-expression for Juliet. Being an ideas person who thrives on change and variety, she is constantly developing new projects. Her ongoing quest for knowledge as well as the passion she has for marketing and her work with her clients ensures that she stays current with cutting-edge on and off-line marketing methods.
Juliet is the author of the Free Report, " 67 Surefire Ways To Attract Clients" which you can get at:
www.julietaustin.com
For more information about Juliet's services, visit her website at:
www.julietaustin.com
or one of her blogs at:
www.marketingaprivate
practice.com
and:
www.websitedesignand
promotion.com
Juliet can also be reached at:
604.730.1838
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