Subscribing to Newsgroups

A newsgroup is an online forum where people who share common interests ca ngather to exchange ideas. Users post and respond to messages through "Usenet," a worldwide network of discussion groups that are organized into categories and subcategories with abbreviations like: news, rec (recreation), soc (society), comp (computers), biz (business), etc.

To get started you need two things:

1. A newsreader - software that allows you to read and respond to messages that you download from your ISP's news server.

If you are using IE or Netscape, you already have a newsgroup reader. However, you can download a free newsreader such as Forte's Free Agent Newsreader (http://wwwforteinc.com).

2) The name of your ISP's NNTP (news) server - your newsreader will require this "address" to connect to your Usenet groups.

Successfully Promoting Using Newsgroups

1) Focus on "relationship selling."

Promoting your e-business through newsgroups is not an overnight moneymaker. This marketing technique takes a serious commitment to the long-term success of your business.

This is because newsgroups promotions are ultimately about selling yourself as an industry expert with a wealth of knowledge to share. Gimmicky sales tactics and hype do not work.

If you want to enrage newsgroup participants, post blatant "Buy My Product" advertisements. People participate in these online communities because they want to share information - not because they want to buy something.

So this means that you should be looking for opportunities to respond to questions with the exact information the poster is looking for in order to gain the respect of the community. The trick is to sit back, listen, and wait for legitimate opportunities to share your expertise.

If you are professional in your approach and post consistently, you will begin to develop a solid relationship with the community. And this means that when you do happen to casually mention your product or service as a solution to someone's problem, or refer a poster to your Web site for more information, people will take you seriously because you have:

* Established your credibility * Created relationships * Proven your expertise and positioned yourself as the solution to their problems.

2. Lurk before you leap.

Before you start wading in with your opinion and advice, I strongly suggest that you monitor some newsgroups and get to know the "flavor" of posts that are considered acceptable. Sit back and learn who the "regulars" are, what questions are typically asked, and what responses are given.

3. Focus your energy on promotions in newsgroups that don't accept advertising.

You'll notice that there are two types of newsgroups - those that accept advertising and those that don't. Stick to posting in newsgroups that do NOT accept advertising because this is where you'll get the best response.

4. Attach your SIG file to your posts.

An electronic signature - also referred to as a "sig file" - is a three to six line footer that you can attach to the bottom of your e-mail messages and newsgroup postings.

While newsgroups notoriously frown on blatant advertisements, placing your sig file at the bottom of a "legitimate posting" that contains quality information is considered perfectly acceptable.

Your signature file is a legitimate way to advertise your business in newsgroups. You simply attach it to the end of each message you post.

5. Gather feedback for your Web site.

Another way to generate traffic for your site is by inviting people to visit your Web site and give feedback on it. But here's the catch: you don't want to come across as a new Internet user or a new business owner. You need to position yourself as a semisuccessful site looking to make improvements.

This is what many people do wrong:

Subject: help

Body:

We have just launched our new Web site and wanted feedback on what you think. Please check it out at http://www.writeformedia.com.

I look forward to hearing your comments.

Sincerely,

Harry Husted

A post like this won't work because there are no specifics, and it looks like you're just trying to get people to visit your Web site so you can sell them something. Instead, try getting people more involved by asking specific, sincere questions. The following is an example of what you may say:

Subject: Feedback on Writing site

We'd like your help. The Write for Media Web site has just been redesigned. We have just updated it to include some great new tips and it now has an entirely new look. I think that I'm "too involved" in the design to evaluate it objectively. If some of you would look it over and give some solid input, it would be most appreciated. My questions are:

1. When you first arrived, was the subject clear?

2. Does it sound like a good idea? Does it motivate you?

3. What didn't you understand? What other info do you need?

4. Was it user-friendly? Could you navigate around the site easily?

5. Any recommendations on improving it to grab your attention even more?

Thank you in advance for your help. Please contact me directly with any feedback at husted@writeformedia.com.

Harry Husted

husted@writeformedia.com

Done correctly, this can be a great way to get some free publicity for your site, as well as some constructive feedback that you can use to tweak your sales process.

6. Offer to do the footwork.

If someone asks a question and you don't know the answer, consider posting another message saying that you would like to know the answer to his or her question, too. Tell the person that you will get back to them when you find the answer. This is a good way to present yourself as someone who is willing to "go the extra mile" for your customers. However, if you post a message like this, it's imperative that you follow through.

7. Post informative articles.

Article posting is one of my favorite newsgroup promotion techniques - it's one of the fastest ways to get instant sales from newsgroups.

The trick is to write an informative article that directly relates to the product or service that you are selling. The article needs to be chock full of valuable information that your target market is going to be really excited to get their hands on because this is how you'll establish your credibility and develop a rapport with the reader.

Many people hesitate to educate their customers because they don't want to "give away" valuable information. You need to remember, though, that people are more inclined to trust companies that are willing to help and educate them, rather than just "sell" them.

8. Offer a free article via autoresponder.

This is the most profitable way of using articles in newsgroups. Rather than posting the article, you post an announcement telling people how they can get it via autoresponder.

9. Post issues of your newsletter that include how to subscribe.

A good way to promote your newsletter is by posting a portion of it in related newsgroups. Mention that the information is from your newsletter and let people know how they can subscribe at the end.

If you like, you could also simply post an invitation to subscribe to your free newsletter on the appropriate newsgroups.

Remember, your goal is not to sell anything. You want people to subscribe to your newsletter, get to know you, come to respect you, and eventually buy from you.

10. Know your netiquette.

You should be aware that different newsgroups will have different standards of what is acceptable. This means that what you say and how you promote your business in one group may not be suitable in another.

Some general rules are:

* Avoid profanity * Ignore flames * Don't post off topic * Keep sarcastic remarks to yourself * Be respectful of your fellow forum dwellers * Avoid the "I'm a Superior Being" approach * Format your post correctly * Don't spam

Newsgroups are a great source of publicity if you use them wisely.

Harry is a freelance writer, computer consultant, and Internet marketer. His writing projects include ghostwriting, copywriting, web site content, DTP, editing, and technical writing. His computer consulting work includes installation, setup, and troubleshooting computer systems. His credits include articles for Internet Day, Internet World, Advertising Today, Advertising Age, L-Advertising, Computer Edge, and a host of others. Harry recently published a book on computer repair and copywriting. You can check out his samples and what he offers at his site by going to http://www.writeformedia.com/portfolio.htm.

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