First of all, they provide inexpensive and immediate delivery to a client. Second, ezines give you a perfect chance to establish yourself as an expert in your field. Third, they keep your product or service at the forefront of your clients' mind and attention. Fourth, ezines are a great platform to request referrals and provide special discount offers.



So, what do these benefits of ezines mean in terms of actual results? It means that a business that advertises through ezine marketing will build a strong relationship with their customers. This will lead not only to a lower attrition rate, but it will also lead to more frequent purchases from your client base. In addition, your ezine marketing will lead to more referrals if done properly.

So, why do so few businesses advertize with ezines? The short answer is fear. But, we can't just leave it at that. What are business owners so afraid of? And, if we can determine the specific nature of the fear, can't we find ways to overcome it? To answer the question, let's first start by looking at the issue of fear a little more closely.

It turns out that most business owners who don't use ezine newsletters as a way to market their product are afraid of one of two things. Most are afraid that they will be pestering their clients. And, second, some business owners are actually afraid that they will somehow do it incorrectly and lead to a reduction of clients.

The good news is that we can address each of these fears and provide simple, rational solutions to overcome the obstacle and get started immediately with proper marketing. So, let's break them down one at a time.

1. Fear of doing it incorrectly.

For the business owners who are afraid that their ezine will somehow be done incorrectly and actually reduce the customer base, there is some very good news - your ezine doesn't have to be perfect. Far from it, actually.

This is the same fear that prevents people from starting most marketing systems. It seems overwhelming, and you're afraid that an imperfect marketing piece is going to be counter-productive. But, the truth is that you can absolutely create effective marketing pieces, ezines especially, without being a professional marketer.

For the marketing professionals who are competing with other professionals in their field, then maybe it is more important that their sales letters, ezines, etc. are as close to perfect as possible. But, you are not competing with them. For the most part, you are competing with the other small business owner in your area, and he probably isn't even producing an ezine anyway.

Remember that nobody knows more about your product or service than you do. So, it should be relatively easy to throw an ezine together that discusses events and information in your field. An imperfect marketing piece is still going to be effective if it increases your referrals and improves your overall relationship with your clients. Maybe, if you had the perfect ezine, you could absolutely maximize your return on your investment (ROI). But, an imperfect ezine will still be effective even if it's not fully maximizing the ROI. Isn't some improvement better than none at all?

2. Fear of pestering your clients.

Nobody wants to be a nuisance, especially not to paying customers. But, there are two simple ways to ensure your ezine will be a welcomed guest instead of a pest. First, only send your ezine to customers who have agreed to receive it. Second, and maybe most important, always provide useful content in your ezine.

So, what is useful content? Make sure your articles are helpful in some way to your customers. You're not writing a technical paper for colleagues in your industry. You're writing a fun, interesting article that is in some way useful to your customers. You should know better than anyone what your customer wants or needs.

If you're not sure what your customers want, then an ezine is a perfect way to find out! Simply insert a survey into your ezine, so your customers can tell you what they want or what they would change about your product. Problem solved. It's not brain surgery.

Once you know what your customers want, you can then write articles on that topic and provide special bonus coupons and offers within the body of your ezine. Your clients will love you for it. They will actually be excited to open your ezine and read it.

So, don't make it too technical. Keep it fun and interesting. There's enough stress in the world, so don't bog your clients down with technical papers about things they won't understand. In fact, insert a few jokes or comical stories. If it gets your ezine opened and read, it is worth it.

Overall, the key to overcoming your fear is to simply dive right in. If you are a business owner who knows that ezines are important, the key is to dive right in and systemize it. Churn out your ezine on a regular basis. Don't worry about perfection. Instead, just write for your customers - they will appreciate it.

If you are in the ezine marketing business, understanding this fear of business owners will help you assist those clients who need to start their ezine marketing but who have resisted for so long. If you can help these business owners overcome their fears, you will be the one they turn to for help when they need answers about their ezine system.