How Great Newsletters Adapt To Perfectly Match Their Readers

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Getting Your Newsletter Read
How Great Newsletters Adapt To Perfectly Match Their Readers

By Michael Green

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One exciting feature of newsletters - frequently overlooked
by their editors - is the ability to shape the content to
*perfectly* match the readership’s interests and passions.

In fact, newsletters can achieve a form of near perfect
synergy with their readers and that’s something rarely
experienced with other products or services.

How is this incredible close-fit possible? If you publish
your own newsletter or EZine then please read on…

EDITORS MUST GET INSIDE THEIR READERS HEADS
You see, a newsletter editor is in a unique position of
power, but most fail to capitalize on their in-built
advantage.

Editors tend to think of their publication as simply being
there to impart knowledge and information to their
readership on whatever subject they are headlined to cover.
That’s fair enough. Informing readers is an important part
of any newsletter!

But…in order to really satisfy your reader, you need to
know what information the reader would like to see covered
and published. And that means getting a ton of feedback
all the time!

HERE’S YOUR MASSIVE INBUILT ADVANTAGE
And here’s the incredible advantage that you have as a
Newsletter or EZine Editor over just about every other
product or service out there. Put simply:

"YOU CAN ASK YOUR READERS EXACTLY WHAT THEY WANT TO READ
ABOUT…….THEN GIVE IT RIGHT BACK TO THEM!"

Publishing a newsletter shouldn’t be a 'one-way' street.
You’ve got to discover what kind of material your readers
want to read and the easiest way to do that is to simply
ask them the question.

INVITE RESPONSE AND SEND OUT REGULAR SURVEYS
There’s no mystery to gathering the feedback either.
Every Newsletter should invite its readers to send in
feedback.

If you’re writing an electronic newsletter (EZine) then
invite your reader to click *reply* and send in comments.
If your newsletter is in print then include a response
mechanism such as a fax back, tear-off slip or at the
very least a contact address for you as the editor.

TIP: You can dramatically increase feedback response by
offering an incentive to complete your feedback survey.
A free report on your subject matter works extremely well.

WHAT TO DO WITH THE INFORMATION YOU GATHER
That’s easy. Collate the feedback and establish trends in
the requests you receive. You might find, for example,
that a batch of readers would like to see more "How-To’s"
on your subject. Maybe others crave for readers letters and
answers, whilst other readers might want to see more longer
(or shorter) articles. You get the drift though. Find out
what it is they’d like to see.

What next?

Give it to them. And give it to them in spades...

Start thinking about your readers’ feedback as if that’s
their way of going out to vote! They’ve indicated a
preference, a particular like or dislike about your
newsletter. Now, just like any politician, your job is to
reflect that right back to them and give them the
information they crave.

SHAPE YOUR NEWSLETTER AROUND THE FEEDBACK
Very few editors take the time to really understand what
their readership would like to see covered. Fewer still
actually do anything constructive with the results.

But if you take the time to do both of these things, you
are guaranteed to experience a couple of *great* results:

(1). Your existing subscribers will become increasingly
loyal, as they derive pleasure from the fact that your
newsletter covers what they really want to know about.

(2). New subscribers will flock to your publication. Why?
Well just think of your possible subscriber base as being
like a huge lake of fish. They’re all swimming around
looking for information (and newsletters) that perfectly
cover their interests and presents the information in a
format that they would like to receive.

Your newsletter is the bait. If you shape it perfectly
around the desires and needs of your existing readership,
the chances are your publication will also fit your
potential subscribers. Follow the above advice and you will
have adjusted your bait to perfectly attract an
ever-growing newsletter subscriber base.

Good luck,
Michael Green

© How To Corporation. All rights reserved.

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The author Michael Green has developed a TOOLKIT for
Newsletter Editors called "How To Write A Newsletter".
Included is a How-To eBook Manual which describes hundreds
of excellent ways to enhance your newsletter publication.
The TOOLKIT also includes Copyright Free Articles, DTP
Templates and much more. A must for all Newsletter Editors!
Check out ===> http://www.howtowriteanewsletter.com
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