This past weekend a fellow blogger indicated an interest in seeing a post or Guide on Newsletters.  This is a huge subject, but I will make an attempt to hit the high points for you in three seperate bloggs and Guides on the subject. 

The bottom line is this:  If you are in a business of any kind, you should have a newsletter or online magazine (sometimes referred to as an “E-zine”) to maintain contact with your customers.  On eBay these would be customers who have taken the time to subscribe and have indicated (by signing up) for your Newsletter. 

Truly, any business, from sales to service provider, can benefit from using a newsletter.

First, Name Your Newsletter:

Less really IS more with it comes to Newsletter titles…a good newsletter name is generally 2-4 words. If shorter, the title is ineffective in explaining what the newsletter is about.  A longer title is too hard to remember.  You want your Newsletter title to be memorable.

When choosing a name for your newsletter, make sure its abbreviation won’t be in conflict with well known and established “branding.”  For instance, USA is the United States of America or the US Army and is very well known, NBC is National Broadcasting Corporation, equally well known.  Using either of those acronyms would make your newsletter title confusing.

A good newsletter title describes what your newsletter is about.  For example "Inside Victoria’s Closet” is a good name for a ladies online clothing store, while “Victoria’s Corner” is not because it does not indicate anything about the business the Newsletter supports.  “Victoria’s Clothing Corner,” or “Victoria’s Corner Ladies Clothing” would be far better.

Consider your newsletter purpose, topic and audience before deciding on a serious or playful approach to your Newsletter title. 

Examples are the best way to learn what works and what doesn’t.  Browse Newsletter or E-zine directories to see how various authors have found great newsletter names for different topics.  Sometimes, just checking out what others have done gets your own creative juices flowing and your imagination working overtime.  Those already in the business of publishing newsletters or E-zines have dedicated a significant amount of time and thought into finding just the right title -- you can save time and effort by learning directly from them.

Now Lets Talk About Content:

At a minimum, you should consider using your Newsletter to do the following:

Toot Your Own Horn:   Focus on providing your readers with useful information that enriches their lives and or eBay business!  If the information you provide is valuable, people will use it and be back for more!  That goal is never inconsistent with looking out for your own interests too: 

So, be sure to take at least 25 percent of your newsletter space for your own purposes and make it all about YOU, your sales, your eBay store and your activities.  Use the space to provide promotions for your services, products, books, and workshops, etc.  Be sure to add positive testimonials from customers who LOVE you.  Weave your business success stories into your Newsletter.  Share tips and tricks too.

Humor is always most welcome – but be careful not to offend.  Share something funny about your weekend, your business or other things in your life.  Humor draws readers closer to knowing you “personally.”

Like the Godfather (only nicer)…Make Them an Offer They Can't Refuse:  Take a critical look at your Newsletter from the perspective of your subscribers.  It may be necessary, even if they KNOW you provide wonderful products and/or services, to convince them to “take another look” at your sales this month because of a “can’t resist” promotion or sale.  To get them to take that look, you will need a good “come-on” or enticement.  So, use the newsletter to offer your subscribers only a special, limited-time offer.  Some examples are:  10%, 20% or even 30% discount, free shipping, free gift included with subscriber order, free gift wrapping, or other “bonuses” that are available for your subscribers only.  Put your imagination to work to be creative and have fun.  Have a time limit on your offer.  If your customer will be prompted to act at all, putting a time limit on it will be the perfect inducement to act NOW.  You can see how promotions come in very handy for lean sales months.  Promotions are a powerful tactic, with little investment on your part.  Imaginative promotions can result in some very profitable sales cycles too.  Try one and see!

Package Your Product or Service and Offer A Lower Price Point.  This is a super strategy for clearance efforts to move aging merchandise or to build customer base.   As a regular customer and your subscriber, I may know you sell GREAT stuff and at very reasonable prices.  I also probably know you have super combined shipping too.  From past experience with you, I know that to get exactly what I want, and it is best to buy it from you as and when I see it.  However, right now I am a little strapped for cash and looking down the barrel at the holiday season.  So, I am more interested in getting more for my money through any bargains or lower-priced options I can find -- if you offer them to me, you continue to get my business.  Promotions for products that are packaged fit this bill, as would grouping goods or services and selling them as a group or lot.  When you know your customers, you can begin to offer them product groupings that are specifically geared toward them.  The more you sell, the more you profit – so it pays to know and sell in as many ways as possible to your specific customer base.

Promote Products and Services That Compliment Your Own
Do your blog readers or others on eBay ask you about a certain topics or a service that s related but not exactly what you offer?  If so, recommend a source!  Do remember that, in recommending someone, especially a service or a product you have not actually tried, is dangerous to your own credibility and reputation.  A good seller will be certain of those sites, products or services he or she recommends.  If a recommended provider fails, you'll blow the trust you've worked so hard to build up in your community and as a seller by association with a provider you recommended that burned your customers.  So, be careful.

Sell Ad Space:  Newsletters or “E-zine” ads probably won't make you rich, but they can be a resource for some extra money.  Most Newsletters offer sponsor ad (located prominently) and "classified" ads as space allows at the bottom.  Sponsor type ads typically cost three to five times more than a classified ad.  Start selling ad space by offering ad specials to your readers.  Then, also list your Newsletter or E-zine to advertising directories on the Web. These services help match advertisers with appropriate publishers.
Be careful when considering the advertising you accept.  It is your newsletter and you should be selective about the type of ads you accept.  While your readers know these ads don't represent YOUR business, the quality of the advertiser’s ads will indirectly influence your customer’s perception of you.

Understand the Tangible but Unseen Benefits of Your Newsletter.  Even if you aren't getting direct business from your newsletter in the early stages, you are still receiving many less obvious but important benefits.  That is, your newsletter helps to establish you as an expert in your field and providing increasing online exposure over time. The newsletter helps you to gain further credibility with current clients and customers while causing you to focus and package your knowledge, products and services into concise articles on a regular basis.  These articles can also be used for many other marketing uses over time.

Now Lets Talk About the Content (Guts) of Your Newsletter:  A Newsletter is the ideal opportunity to showcase your business.  By sharing your knowledge and expertise, you build credibility as an expert, while using the opportunity to spread the word about your services and products.  If you are at all familiar with my blogging and/or Guides on eBay, you now understand the reasons for the approach I take and the work I do in those areas on eBay.

Be sure to check out Part 2 on Newsletters, later this evening.  Each will also have a companion Guide always aailable to you too!

Please drop by my sales (Pepper120851) for some super Holiday Gift Items, Holiday sweaters and beautiful items for a holiday night out.  If you visit my store -- you get to name the price you pay everyday on ever item.  Check out my "Satisfaction is always guanteed" return policy and very generous combined shipping offers too!

Kind Regards & Happy Thanksgiving,

Pepper