1. Write What You Know. Do the world a favor, don't write about auto mechanics, if you're an art designer. Your newsletter topic should be something you have knowledge about. You may be able to fake it for awhile, but sooner or later you'll be found out. You can't operate a newsletter or any business for that fact, if you don't have the background to back it up.

2. Listen to Your Subscribers:  I'm not saying that you should change your format because you have one complaint. But, if 75% of you readers don't like something, you had better make changes and pronto. Too many newsletter publishers have the misguided opinion that they own the newsletter. Wrong, your subscribers own the newsletter. Consider them your stockholders. You may be the CEO, but your stockholders should have the last say. If you go against the majority of your stockholders, you'll lose. Whether you agree with the reader's comments, answer all emails personally, professionally and as soon as possible. Don't forget to give credit where credit is due. If a reader makes a suggestion that appeals to you, make sure that they know it. Maybe even offer them a plug in your next issue. 

3. Speeling and Grammer: That's right, it looks like crap. It only takes a minute to use a spell checker. Use it! Go through each issue with a fine tooth comb. I have on occasion forgot to use it for one reason or another, usually because I'm in a rush. I pay for it each time it happened, in the way of at least one complaint.

4. Word of Mouth is a Powerful Tool: Always ... Always ask your readers to recommend your newsletter to their friends, family and co-workers. Chances are some of them will. Word of mouth is not limited to your readers either. Talk about your newsletter with friends, acquaintances and associates. Tell them what you do and how you think they would benefit from your eZine. Remember every subscriber counts, especially when it comes to advertising prices.

5. Try Something New: If you're going to tackle the trials of being a publisher, don't just be a carbon copy of a million other newsletters. Be the first on your block with the eZine to kill for. If your newsletter doesn't reek of originality you might find it hard to get and keep happy subscribers. Try to find original ideas to present your newsletter. You may not consider yourself a salesperson, but they would be the first to tell you, it's all in the presentation.

6. Prepare Yourself for Dedication: A newsletter may not require the dedication of a doctor, but you must prepare yourself to be available to your subscribers. Publishers must invest a lot of time in creating, publishing and supporting a successful newsletter. I myself schedule my vacations know that my laptop will have a phone line or dataport available. Also consider this; if you are using a local Internet provider and they don't have a 1-800 number, you may want to consider a switch. Whether you are a newsletter publisher or not, any good webmaster will make arrangements to have access to their email everyday, of every week, of every month.

7. Don't Pull the Jeckel and Hyde: Don't go changing your format at every whim. Too many changes will confuse and frustrate your readers. You may want to add a new section or showcase a new idea, but leave the general format in tact. This is not to say that you should never change the format, but try to limit major changes to once or twice a year. Be sure to make your readers aware of these changes in advance so that they are prepared for the changes and you can avoid shocked readers.

These are just a few of many good ideas that will help you be a more successful publisher. I hope that your newsletter is successful and you enjoy the hard work ahead. Remember, if it's not fun for you, it won't be fun for them.



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