PART 2 NEWSLETTERS; LETS TALK ABOUT CONTENT…..

As a writer, I find that there are times when I have dozens of content ideas, and other times when I struggle for content that meets my criteria for being both useful to my readership and promotional for my business.  So, here is a list of items I use to get my thoughts back on track when I am in a pinch for content for the next quarter’s newsletter. 

1.  Problem solving:  Let your readers know of a problem presented to you that you have helped to solve and give real-life examples.  A great example is that this Blog and Guide resulted directly through a post in my blog this past weekend.  I mention newsletters often but failed to provide “how to.”  Describe a problem you’ve solved for a reader, client or customer, and use that example as a springboard for offering more general advice to the larger audience.  Show your readership how you help customers address challenges.  An article of this sort first positions you as the expert to your readers, and then offers useful information they can use themselves (worth thier time to learn).  This, establishes more readership and interaction between you and your customers (and potential customers).  It is a far less direct approach than “I know this and I know that…,” and far more effective in establishing credibility because the reader can actually use the information now and in future.

2.  Position Yourself as a Reader’s Resource:  Customer access to you is important for your customers and for you as a small business owner.  Think of three areas in which you’d like your customers or clients to think of you as a resource.  Develop articles and information by way of the Newsletter.  Focus and develop your content for those areas in which you plan to be a resource.  As an example, I have a great deal of experience in establishing a business and selling on eBay.  I really enjoy the challenge of the work and sharing what I have learned with others on eBay.  So, to encourage patronage of my auctions and store online, I share what I have learned in Blogs and Guides (oferingr myself as an online resource to others).  In my publishing online and interactions with other eBayers, I am also combing the market for potential customers.

3.  Read eBay and Other Auction Site Community Boards and Blogs for Publication Ideas. Are there any hot issues out there that people are hungry to know about?  How about answers you know will benefit other eBayers (financially or in terms of time saved operating their business)?  Interestingly, the more controversial the subject to be written about, the better – your readership will be more quickly and completely engaged.  DO be sure to offer your own opinion — your readers want to know what you think and why.  After all, YOU are the expert! ; )

4.  Make and Refer to a Question and Answer File:  When your bloggers, customers, clients or others ask a question, write it down and keep it in a file.  When you have time, go back, research and answer the questions.  The more often a question is asked the more popular will be the article that answers it!   Answer each question in a short article as you haver trime to research and write.  As you develop these questions and answers you are developing relevant content every day.  In no time ,you will have lots of content already written, just waiting for a final edit and just waiting for publication.  Want to get a push start on your Q&A File?  Send all your current customers and contacts a quick e-mail, asking them what topics they’re most interested in learning more about.  Another good place to get content ideas is to write a blog asking what fellow bloggers would like to know more about.

5.  Consider What Your Most Recent Learning Experiences Were:  If you are like me, you are constantly seeking information on how to be more productive with less effort on eBay.  This research is essential because I have a home, a family and a full time job too.  I find my research provides me with a great source of material that I can use personally, but also a resource for sharing in Blogs and Guides too.  If you have attended classes, conferences, workshops, seminars, or have found and read insightful article, passing on the information will be both appreciated and will help you with content for your upcoming Newsletter issue.  Reinventing information in the age of the World Wide Web is an unnecessary struggle.  Take the collected wisdom you have and gather it daily and weekly, then pull it all together and simply pass it on.  If you quote an article or website directly, be sure to give full attribution to the author(s).  If you prefer, provide a link or web reference to the article and give your opinion of the article or how you used the information to benefit yourself .  Your readers will appreciate the reference, it will bolster your credibility and the information will be welcomed.

6.  David Letterman Need Not be the Only Person with Popular Top Ten Lists:  A great way to learn and grow is with lists of related snippets of relevant information.  Use your newsletter to offer a list of your top 5 or 10 tips on various subjects.  It really is quite easy to put together a list of tips, and much faster usually than putting together a full article.   The tips can come from articles you have already written, or those you hve read.  A lst of tips can grow into a full article too!  In journalism, we are taught to list your most important information first.  And so, your most important tip should be first and flow in order of descending importance.  (If you “save the best for last”, you risk losing your audience before they get to the most essential information.

7.  No One Corners the Market on Good Ideas!  Don’t feel like the Lone Ranger out there all alone looking for good information.  Interview contacts and associates whose expertise would interest your readers.  Are your best sources far away?  E-mail interviews are so easy to do just type up a list of questions and hit “Send.”.  Send 3 to 5 questions, edit aqnd clarify the responses you get for conciseness and space.  Ask your source to approve the final version.  Be sure to give your contributor attribution (and their business a shout out) as a thank you. (i.e., A one-sentence description of their business, phone number, their Web site URL, and e-mail address with your heartfelt thanks should be fine.)

8.  Have Some Great Resources? Share Them!  Take the opportunity to recommend good books and resources that you use in your business, possibly even offering full reviews in the review section of eBay and in your blogs.  These reviews will also have a great shelf life and can be used as features on a web site, in a blog on on eBay reviews also. 

9.  Source Questions from Your Customers and Contacts.  Invite your readers to write you with their burning questions, and answer one in each issue of your Newsletters.  Attribution is also correct when soliciting questions from your readership.  Right after their question, publish the person’s name, business, e-mail, and Web site address (with their permission of course). They will really enjoy the attention and free publicity! If their business benefits you may have an advertiser soon!

10.  Do Features on Your Readers:  Invite readers to send in profiles.  Ask them to tell you about themselves — their names, businesses, locations, and how they use the information gained from your newsletter.  Feature one profile in each issue or one every few issues, they too will really enjoy the attention and free publicity!

11.  Use Free Resources.  When all else fails, there is free content you can borrowout there on the web or ask your contacts!  There are dozens of Web sites offering hundreds of articles that you can use in your Newsletter.  The articles are free and available for you to use.  The only catch is that you’re required to leave the entire article intact, including the author’s promotional information.  They, like you, write these articles to build their own business.

12.  Keep Your Newsletter Your Own.  If your Newsletter’s main objective is to get you more customers, you should be careful to balance the content in your own favor.  That is – do not feature other writers' articles more than once in awhile. Showcasing other professionals on a regular basis undermines the idea of establishing YOU as the expert to your readers.

Be sure to check out Part 3 on Newsletters, to be published tomorrow evening.  Each will also have a companion Guide always available to you too  in my eBay Guides!

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