…And Some Solutions!
Top 10 Mistakes Coaches Make with Ezines
1. The ezine is full of fluffy, chatty stuff about
themselves, not enough meat.
2. The ezine is too promotional, asking for sales.
3. The ezine is too long to read.
4. The ezine is too short, gives top ten or five lists
without any serious discussion or backing up with studies or
5. The ezine is boring. Or too personal. (Thanks for
sharing, but save it for your best friend or therapist.)
6. Ezine takes up too much time and energy to put together,
so coach starts skipping issues and becomes inconsistent.
7. Coach doesn’t commit to sending out ezine for a long
enough time to build results.
8. Coach doesn’t connect ezine to links to products, and
services. And, or ezine doesn’t clearly reflect coach’s contact
information, requests for feedback, encouragement to forward
to friends an associates.
9. Coach doesn’t tie ezine in with an overall marketing
strategy or even a consistent branding look.
10. Coach doesn’t post articles on web, or drive traffic to
website through ezine.
Top 8 solutions to these problems:
1. Your ezine needs to be full of relevant useful
2. Your ezine needs to be written in a clear genuine voice
that reflects what it is like to do business with you. It needs
to be fun to read!
3. Your ezine should bring results: it should grow your
business by focusing on and solidifying relationships over
the long term, yet letting people know you have something
(products or services) that could help them achieve or
obtain what they want.
4. Your ezine should be crafted regularly with a minimal
amount of time and energy. If you don’t enjoy doing it, you
probably won’t commit to doing it over time. Do the parts
you love, outsource the rest.
5. You need to commit to at least 12 months of ezine
publication before you can evaluate its effectiveness. It is
like exercise, the longer you engage in it, the easier it is
to do, the less time and energy it takes, and the more
results you see.
6. Your ezine should tie in with your website and overall
marketing strategies. There should be a branding consistency
in the look of your ezine, your printed materials such as
business cards, and your web design. Your products and
services should carry similar logos. Your ezine should
reflect not only the graphic look, but the professional
voice you create in all your marketing pieces.
7. You can get help, you don’t have to go it alone. We all
started from zero. Ask for help you will receive. Take
courses, sign up for ezines, get a coach!
8. Use a newsletter service. Outsource to professional
service providers those tasks you least enjoy and struggle
with. That’s what they are there for.
Here’s my Shameless Plug:
Customized Newsletter Services is in the business of
providing services for coaches to make their ezine tasks
easier and more efficient. We are here to help.
We have a
number of standardized options available as well as truly
customized services. If we don’t have an option that is
suitable for you, we may be able to create it. Just ask!