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Issue #19 - Pathway To Success
Volume 6, Issue #19, 10th Sept 2006

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'Pathway To Success'
Volume 6, Issue #19, 10th Sept 2006
Publisher Irena Whitfield

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    Today's Feature Article

    Future-proof your marketing with online newsfeeds
    Kim Franck

    64% of business e-mail is never opened. And there's no way to know how many copies of your e-zine gather dust in busy mailboxes or how many are destroyed by spam filters before they get that chance.

    Marketing messages never reaching their audience should worry any marketer, but life is more worrying if the audience is also getting harder to grow.

    Today, everyone is uneasy about privacy loss, spyware, spam, identity theft, and unnamed menaces that might have been invented but we just haven't heard about yet. That can only make people even more reluctant to disclose their name and e-mail address to get your e-zine than they might have been in the past.

    Taken together, those trends make marketing by e-zine alone more difficult and less effective.

    What can you do about it?

    If you look at your e-zine as a product, you can think about diversifying your product range in response to a changing market. Keep publishing your e-zine as standard, but publish a parallel version of it as an online newsfeed.

    It doesn't take a great leap of technology, or of know-how, to get a newsfeed off the ground; you can do the job quickly and relatively easily. But, like their offline friends, online businesses can be slow to grasp new opportunities, and for some, it might require a small leap of faith.

    Those who have embraced newsfeeds already have an advantage over those who have not because newsfeeds overcome the inherent risks of 'e-zine only' marketing. Because newsfeeds don't involve e- mail at all, they can't get stuck in spam filters, and they can't get lost in mailboxes.

    They simply make your news available in a form anyone around the world can subscribe to - without telling you about it and without giving you their address. That deprives you of a mailing list opportunity that an e-zine subscription would have provided, but that's the point - your e-zine subscriptions are dropping off anyway!

    New subscribers get to keep their privacy, and you get them to read your news, whenever you want, for zero cost. Your newsfeed keeps them interested in your website, because your news items link to it, and it also provides a richer reading experience than your e-zine currently does. Everyone wins.

    Subscribers read newsfeeds using a type of web browser--called a newsreader--which frees you to publish material you would otherwise have to send as e-mail attachments and so make your e- zine more susceptible to filtering by anti-virus systems.

    There is nothing an e-zine can do that a newsfeed can't do better. And there are some things a newsfeed can do that an e- zine can't do at all. You can include pictures, video, and audio in newsfeeds, making your news as sharp and attractive as your website.

    They're a great way to showcase products and special offers, and there are no mailing lists to worry about.

    Subscriber expectations of an e-zine mean you have to wait until you have enough news to make a reasonably sized edition. Not so with a newsfeed; you can publish news when you have it. Any amount of news, however small, will be automatically collected for subscribers by their newsreader software without you having to mail out anything to anyone. Think of it as 'always on' publishing.

    So how do you get people to subscribe?

    At the very least, you can promote your newsfeed in your e-zine and on your website. But there are more than a hundred search engines and directories specializing in newsfeeds, most of which are free to use. By telling them your newsfeed exists, you automatically give it momentum and expose your website to potentially wider audiences.

    Newsfeeds help to insure against subscriber drop-off by giving people a more convenient way of getting your news, and they give you a chance to reach wider, or less crowded, markets.

    Why get into newsfeeds? You should because you can, because your competition probably has, and because the future is no longer the future.

    Kim Franck is co-author of 'Instant Newsfeeds' a downloadable guide to setting up your own newsfeed, and going live with it today.

    Today's Motivational Reading

    Increase Your Profits With a Marketing Calendar
    Marty Foley Marty Foley

    Here's a tip for systemizing and increasing the profits of virtually any business: Create and use a marketing calendar.

    As P.T. Barnum reportedly said, "Without promotion something terrible happens: Nothing." Since marketing is one of the most critical components of business success, a marketing calendar helps ensure that time is regularly set aside for it.

    Just as with money, if time isn't budgeted properly it's more likely to be wasted or spent on less important things.

    Without advance planning and preparation, marketing opportunities are more likely overlooked, less time is available to take advantage of them, and quality decreases as mistakes increase, according to the adage, Haste makes waste.

    A marketing calendar helps systemize planning and preparation, minimizing such problems.

    How To Create Your Marketing Calendar

    Some develop their annual marketing calendars near the end of the year, in preparation for the next. Regardless of the time of year, if you're not currently using one now is a good time to start.

    To create your marketing calendar you can use an Excel sheet (my preference), a desk or wall calendar, a day planner, or any other tool or system you're comfortable with. How you set it up is less important than that you set it up, and that you use it.

    What you might record on your marketing calendar:

    • 1) Specific day, week, or month assigned to each marketing project.

    • 2) Project description.

    • 3) Project cost.

    • 4) Project notes or comments.

    • 5) A rating of the results of each project (A =Excellent, B = Good, C = Fair, and D = Poor).

    You don't have to list each task of multi-step projects on your calendar. Instead, you can describe projects briefly on the calendar and list the individual tasks comprising each one on a To-Do list (which you probably keep anyway if you're a productivity minded person).

    Or you may assign different tasks of a project to separate consecutive calendar dates.

    Give priority to proven marketing avenues that pay off best for you, allowing them ample time for completion.

    Periodically add projects related to marketing avenues you haven't tried before. You may discover some that yield dramatically better results.

    What's more, marketing diversification reduces risk. Just ask those whose businesses have nosedived as a result of adverse changes in an advertising medium they've relied too heavily upon.

    For best results, include projects related to testing new approaches to marketing avenues you're now using, or have used before. Small changes can yield substantial response increases at little or no extra cost, possibly turning C- and D-rated projects into A- and B-rated ones.

    Locate your marketing calendar for easy access. Consult and update it regularly, as needed.

    When creating next year's calendar, recycle winning elements of your current one, especially A- and B-rated projects. Expand on what works, and test and tweak, or eliminate, what doesn't. As you develop, improve, and use your calendar it will become an increasingly valuable business asset.

    Now that you understand the value of a marketing calendar, create and implement one right away and start enjoying better business results from it.

    More Helpful Resources:
    Marty Foley's Internet Marketing Goldmine at reveals simple, tested and proven strategies for making a living online. To turn more traffic into sales, leads, and higher profit, visit:

    Today's Subscriber Article

    How to Earn Multiple Streams of Income
    Suzette Walker Suzette Walker

    One of the most common mistakes that business owners make is to put all of their eggs into one basket. To become successful in business, you must continuously look for passive income that will create a nest egg for you. If you own a website where you sell widgets and only widgets, you are really counting on people to need those widgets and also setting yourself up for failure. However, if you sell widgets AND information on how to use widgets AND align yourself with widget complimentary companies, you have expanded your intake of income to three streams.

    To make your website successful, create forms of passive income that will sell themselves. One of the most common forms of passive income in the internet world today is through informational products. Create an eBook, CD or DVD that your customer can purchase. If you cannot write one yourself, have someone write it for you (this is referred to as ghost writing). In promoting your informational product, it is necessary to market your item properly on your website. ?Hit their pain? and create a feeling in them that they must have this information or they will not succeed without it. Give them a taste of what is available such as a free chapter that they can download. Most importantly, keep your information fresh. Every few months, review your book and make changes to it so that your customers will not have stale material. You can also generate new revenue to old customers by releasing it as a ?New Version with Additional Information?.

    Another terrific way to create another form of passive income for yourself is to form strategic alliances with companies that accentuate the services you provide. Marketing gurus on the internet do this all the time. This stream of income can be accomplished through referral and affiliate programs that they have already established or you can contact the owner yourself and form a partnership. To aid them in aligning with you, give them some sort of compensation for touting your services. ?I?ll scratch your back if you scratch mine?. This is will give you additional marketing without the added hassle of doing it yourself.

    An additional form of passive income can come through advertisements on your site. Google AdWords is a great example of this easy income provider. With this program, you have the ability of specifying what advertisements will run and weed out your potential competition so that you will not lose sales. You may not be able to retire on this income but it may pay give you a great boost in your own advertising budget.

    The most vital factor in creating steady income for your business is that you must have multiple streams of income.

    Suzette Walker, is a wife and mother who works from home and is a successful Internet Marketer. For more information on creating multiple streams of income, visit her site for instant details and free gifts:

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