eZines 

More design and cinstruction firms are using eZines effectively as an integral part of their marketing programs. How do they do it? Where do you start? Here's the big picture.

1. Start with a high quality web site that first of all sells you and your Professional services. You can't go second class here. It needs to both look good and deliver the in-depth information your prospects are looking for.

2. Commit to the long process of getting listed on search engines. This is the big key to traffic. With time and persistence you can get several thousand qualified visitors to your site each month.

3. Launch a good eZine. Put it out monthly at minimum. Focus on high-quality, practical content. Speak from your experience and develop your own voice. Look, you're in an information- based business; you have valuable information to offer.

4. Develop an information product or products to sell on your site. Provide market surveys, key cost or business information, etc., that your prospects will find useful. Learn how to structure your site and write compelling copy for your capabilities and services products.

5. Tie together your web site and eZine. The majority of your sales are driven by your eZine. The formula is simple - give away valuable information and then direct people to your site to learn more about why they should consider you for their next project.

That's it. But you really need to know what you're doing.


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