1) YOU'RE IN IT FOR THE MONEY. Keep your newsletter aligned with your

business. Always work products into the articles and information discreetly,

but distinctly. Don't push it to the point of useless sales-packed

information. Remember that most of your subscribers are with you for the

information, not the product.

2) KEEP YOUR ARTICLES FOCUSED on the readers' interests and the information

you give them useful. People are interested in finding information that will

be useful, profitable, or interesting to read. Stay focused and flexible,

meaning don't try to serve up everything to everybody.

3) BE INFORMAL AND RELAXED. Although newsletters often tend to reflect a

more serious tone of their area of commerce, your newsletter should still

have warmth, life and the feel of a human voice. A newsletter is like a

personal voice in a community. A good newsletter gets a following, but a

great newsletter builds a family. Because of this fact, subscribers are more

likely to go with your product than a company outside their family of

contacts.

4) WRITE TO EXPRESS NOT TO IMPRESS. Don't use technical terms relating to

your business or any other. You may understand and use them everyday, but

depend on fact that some of your readers will not. Use easy to understand

words. Explain what technical terms you must cite. Always strive to

communicate clearly.

5) VARY THE CONTENT NOT THE FORMAT. Use such things as a column or some

other idea that invites the readers' comments or ideas. Whether it is

offering different types of articles or offering new and different

information, you must change the content of your newsletter to maintain the

interest of the reader. However, changing content does not mean changing

format. Don't get into the habit of changing the format of your newsletter.

Create and Maintain format guidelines. Readers get accustomed to seeing the

newsletter in a certain format. Changing this format will too often confuse

and annoy your readers.

6) MAINTAIN QUALITY CONTENT in your newsletters. Whether you have 100

subscribers or 10,000 you must do your best to keep your articles and text

clean and spellchecked. If you offer referral to another business, be sure

that you are referring them to an honest and reliable business. Your

newsletter is a reflection of your business. Never let the aire of

dishonesty show it's ugly face.

7) DIVERSIFY AND DOUBLE YOUR PROFITS. As a "Brick n' Mortar businesses, 75%

of you are focused primarily a local market. When your newsletter starts to

pick up a nominal amount of subscribers, begin to consider products that can

be marketed nationally and internationally. Take advantage of the

opportunity. Imagine the amount of new prospects you can gain.

Wild Bill Montgomery

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