Excuses for Not Publishing an E-Zine

When I consult with clients about their Web sites, I always encourage them to publish an e-mail newsletter as well. Some of them embrace the ideas; others don't. For those who don't, these are the six most common reasons they give.

1. "I don't have any readers."

When you start off, it's true - you don't have any subscribers. But you have to start somewhere! A simple way is to write to your existing clients, tell them that you're about to launch an e-mail newsletter, explain the value they will get from it, and ask for their permission to add them to the list.

Later in this book, I'll show you how to build the list easily and ethically. Once you get started, the list can build quickly. But it'll never grow if you never get started.

2. "I haven't got anything worth saying."

Some people say, "Well, I'm not really an expert and I don't have anything to write about".

My first reaction is that if you're not an expert in your business area, maybe you should get out of that business!

Too controversial? I think not.

Your customers and clients expect you to be an expert. You don't have to be the world's leading expert, but they do expect you to have some expertise. Whether you're selling real estate, dog food or professional services, you are an expert. And there are things of value you can share in your newsletter.

3. "I can't write."

I find it easy to write a newsletter every two weeks. But I know that I'm good at writing. I also enjoy it, and it's easy for me.

I know that's not true for everybody else. And it might not be true for you. That's why I'm going to give you six different templates - six different formulas - you can use for quickly organising your thoughts into writing. So if writing has been an obstacle for you in the past, pay special attention to that part of this book.

4. "It's too expensive."

Some people think it costs too much to publish an e-mail newsletter. Some newsletter software is expensive, but it doesn't have to be that way.

For example, the newsletter software we offer our clients is just $50 per month. Other software is available for about the same investment. And when you're getting started, you can just use your regular e-mail program (Microsoft Outlook, for example), which doesn't cost you anything extra at all.

Also, maybe you're not yet convinced of the benefits you'll get. In other words, if you say to me, "It's too expensive", I'll ask you, "Compared to what?" If I could convince you that the $50 per month investment could generate thousands of dollars of extra profit, would you still think it's too expensive? Probably not!

5. "I don't have the time."

You're already working 25 hours a day doing everything else in your business - how can you possibly find more time for writing a newsletter?

If you're feeling like that, then again - I understand! That's fair enough, because part of the expense is your own time - and that can never be replaced.

The issue of time usually comes down to one of these things:

It's a struggle. See points (2) and (3) above.
You're not convinced it's worth spending the time. See point (6) below.
You're aiming for perfection. In this case, near enough is good enough. Deliver value, don't aim for an impossible standard of perfection.

Broadly, your newsletter should take you 30 to 60 minutes each time. Any more than that and you're probably putting too much work into it.

6. "It's not worth the effort."

Some people see their e-mail newsletter as a low return on investment. You might think:

People are too busy to read e-mail, or
They are getting bombarded with too much e-mail, or
Spam filters stop most of the mail getting through anyway, or
People don't trust e-mail marketing any more

All of these are true to some extent, but they don't have to be true for you!

With my newsletter, for example, many of my readers say it's one of the few that they read. I'm not saying that to impress you, but to impress upon you that it is still possible to write an effective newsletter. Later in this book, I'm going to share with you the exact things I and my clients do to differentiate their newsletters.

Also keep in mind that even if only 1% of your subscribers read your newsletter and take action, if they are the right people, it's worthwhile! That 1% response for half an hour's effort every two weeks or every month is better than 0%!

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Gihan Perera is an Internet coach who helps business professionals with e-marketing and e-learning. He's the author of "Web Sites for Speakers, Trainers, Coaches and Consultants" and "Fast, Flat and Free: How the Internet Has Changed Your Business". Visit http://GihanPerera.com and get your complimentary special reports.

I would also appreciate receiving a copy of the issue in which it appears, if that is convenient.