WANT TO START A WEEKLY EZINE?

By Evy McNeilly, editor SELLING SAVVY . . . ONLINE

It’s easier than you think. First create a catchy name that relates to your ezine, then a template on a floppy and/or in a folder on your desktop. During the week, as you discover things of interest to you and your potential readers, make note of them on a page inside your template folder.

On your template, paste a guest article or two that you like, paste ads of ezine aditors with whom you are swapping ads. Place feature ads if that’s your procedure, place your own ads wherever you like. ( I like first and last, myself.) Then, open the door--pretend you’re writing to someone just like yourself, someone with your needs and interests and quirky sense of humor. (Delete some of the humor before you send because that gets tricky.) Be brief!

Your reader of one likes to know what’s new every week. What new Internet sites did you come across that will help him or intrigue him? What new business crashed? What new business turned out to be a winner?

Your reader of one will multiply. Articles abound on how to build your list, but briefly, to build and keep a good list, be consistent, be personal--forget the editorial “we”, be honest, write with authority but admit it when you’re mistaken. Offer to run new subscriber ads free one time. Collaborate with editors of other similar ezines and register your ezine with ezine directories.

Review shareware related to your business. Download it, try it and tell your reader about it in your weekly opening, and there you have another rubber tree plant. Below is one that I used. Help yourself, but include my source box.

WHAT'S "ALL NEW" IN YOUR BUSINESS?

The most important element in all marketing is innovation. "New" is the operative word. Every business has to re-invent itself regularly just to stay afloat.

Major corporations hire specialists to structure staff interaction that produces creativity and innovation: lateral thinking, "outside the box" idea hopping. A good friend of mine had such a position at an aerospace corporation before going into business for herself as corporate trainer in cross-pollinating employee thinking.

Brainstorming has long been a staple of Madison Avenue, recognizing the power of multiple brains. But, what if your staff consists of you and your computer? Software, naturally. You can find software packages to help you re-invent your business ranging from free to several hundred dollars.

There's a British package that improves creativity, lateral thinking, and problem solving called Innovation Toolbox. It costs about $62. Details at www.infinn.com/innovation/ithowwork.html

Another category is mindmapping. I've done this BS: Before Software. You start with a problem or concept in the center of the screen, attach branches of words or phrases to it that come to mind. The idea is to come up with as many branches as possible without thought of linear order.

Free software from two British consultants may require purchase of their best-seller, Imagination Engineering. Find out at www.cul.co.uk/software/imeng.htm.

Naturally, the works of Edward de Bono, a leading expert in lateral thinking, have been translated into software. A three-part package provides a solid foundation for learning and understanding the key concepts of creativity. It also contains the tools and resources you need to use the skills every day. The package sells for $200 at www.sixhats.com.

And there's a variety of shareware available at wwwzdnet.com. Search with "creativity software".

Personally, I think the best source of creativity is sheer childlike play. ======================================== Evy McNeilly, editor, SELLING SAVVY. . .ONLINE Latest marketing news and bizopps from a warped point of view. No charge since April,1998 mailto:evycole@earthlink.net?subject=Subscribe =======================================

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