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Idea: do-it-yourself e-newsletter system

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Abstract

Michael Katz's

Do-It-Yourself

E-Newsletter System(TM)

A Self-Paced

Electronic Newsletter
Program for
Professional Service Providers
4th Edition

A practical, tested approach for
finding new clients and growing your business.

"I was simply blown away by how much insight you have packed into such
a tight and convenient package. I feel like you've reduced the
E-Newsletter learning curve significantly.

"As I continue to read your materials, everything is beginning to make
more sense. Now, I am really excited to work on my next issue."
Matthew Poepsel

Thrive, Inc.

Dear Professional Service Provider,

Click the arrow for a special audio message from
E-Newsletter System(TM) creator,
Michael Katz.

audioacrobat/playweb?audioid=Ped22f22f414cf6c34f148bf9a0
5e9f4bZ1h6RlREYGJ8&buffer=5&shape=6&fc=FFCC00&pc=AAAAFF&kc=888800&bc=FF
FFFF&brand=1&player=ap24

I think I know what's troubling you. You're good at what you do -- in
fact you LOVE what you do -- but you don't know a lot about marketing,
and you hate selling.
Whether you're a financial planner, attorney, consultant, coach,
recruiter, writer or other professional, you want to spend your time
doing the work you love and know how to do.
But in order to do that, you need an ongoing stream of prospects and
clients -- and you haven't yet figured out how to make that happen
consistently.

An E-Newsletter can solve that problem for you.
Since I launched my own business in 1999, I've never made a cold call,
never sent a piece of direct mail and never spent a cent on advertising
(other than sponsoring my son's little league team). I don't even
attend business networking meetings anymore, other than for the fun of
meeting other people.
And it's all because I have an effective E-Newsletter (something which
you can have too).

But it's not that easy to do if you don't know how. There's a lot of
competition for the attention of your readers - nobody wants more
e-mail and the rise of social media has caused an exponential growth in
the amount of noise and information we're all exposed to every day.
You need to create something that will be anticipated, opened, read and
passed along enthusiastically -- if you want more business and more
clients to come your way.

My 154-page E-Newsletter System(TM) will show you how to think about,
plan and create an effective E-Newsletter of your own, so that
prospects come to you.
It's intended specifically for professional service providers like you
and me, and it focuses on the concepts and tactics that are unique to
the work we do and the way we find clients.

"I have devoured your materials. You addressed all of the issues that I
was struggling with along with some I had not even considered and would
have bumped into eventually."
Tim Morrison
President
Write-Choice Services, Inc.

Wouldn't you prefer that prospects call you?!

My entire stream of clients -- 100% of it -- results from doing one
thing: publishing a focused, interesting, high quality E-Newsletter for
a select group of clients, referral sources and prospects (Click here
to see a recent sample).
You can create the same results for your business.

With an effective E-Newsletter, every time you publish the phone rings
and the e-mails arrive: prospects want to learn more about what you do;
past clients think of reasons to hire you again; business organizations
invite you to give paid presentations to their members; journalists get
in touch to interview you or quote you in stories related to your
expertise; complementary organizations ask you to partner with them;
and publications request permission to reprint your newsletters.

The bigger your list gets the more often it happens, and the more often
it happens the bigger your list gets. Your E-Newsletter will become the
engine of your entire sales and marketing strategy, bringing you leads
and clients you would never have been able to find on your own through
the manual labor of networking or prospecting.

Not only that, but the leads who do contact you will be pre-qualified
-- since they're calling you on the basis of having read your
newsletters -- and are therefore much further along in the sales
process than would be a stranger whom you contacted cold.

It's a "virtuous cycle" that literally feeds on itself, and once you
learn how to do it, it will completely free you from the burden (and
fear) of not having enough work. You can stop looking for clients --
publish a high quality newsletter and they will come to you.

A quality E-Newsletter attracts people to you and makes everything
about your business run more smoothly:

* It brings you new, pre-qualified prospects
* It turns old prospects into clients
* It generates more business with your existing clients
* It positions you as an industry expert
* It gets you exposure in search engines
* It gives you a place to develop and refine new ideas and techniques
* It provides an opportunity for shaping and articulating your vision

"If you want to publish an E-Newsletter, just buy this system. You'll
have a turnkey method for getting your word out with no pain and all
gain.

"Katz has constructed a logical way to build a newsletter, and in doing
so has taken the threat and mystery out of the entire process. If
there's any question about the intricacies of publishing an
E-Newsletter, Katz has answered every one in an easy to follow
step-by-step way. It's clearly worth more than the price."

Michael McLaughlin
Author

Guerrilla Marketing for Consultants

How the E-Newsletter System(TM) came about

When I left my job to start my business, I had a big problem. I knew
what I wanted to do (web site development, at the time), but I had no
idea how to get clients.

All the other professionals I spoke with told me I needed to spend lots
of time cold calling strangers, a thought which frankly made me feel
sick (and still does). Im just not a natural salesman, and I couldnt
imagine doing it.

So I started sending e-mails to people I knew. Not trying to sell them,
just staying in touch and keeping them informed regarding the Internet
(my passion, and a very hot topic in 1999). I didnt see this as a
marketing tool, or as the alternative to cold calling that it
ultimately turned out to be, I was just trying to make a connection.

But then a funny thing started to happen. People Id never heard of
asked me to add them to my list. Other people began forwarding my
e-mails to friends and colleagues. And before long, many of the people
on my list began calling and e-mailing, wanting to hire me!

In terms of technique, I was literally making it up as I went along,
trying this and that, spending money on software and e-mail vendors
that didn't perform, and writing without any particular voice or
content focus. Back then it didnt matter so much, since e-mail
marketing was new and you could afford to make a lot of mistakes (which
I did).

Eventually, I got the kinks worked out, gained some perspective on what
worked (and what didnt), and began advising other professionals on the
fundamentals of effective electronic newsletters. Today, the
newsletters I've developed are sent to over 850,000 readers
cumulatively each month.

But here's the problem. Although consulting to professional service
businesses is still how I spend most of my time, I've always known that
most small businesspeople can't afford to hire me. It costs thousands
of dollars to have me work with you on an individual basis, and while I
knew I could help small business owners launch and improve their
E-Newsletters, I also knew that my consulting work was only reaching a
small group of people.

The E-Newsletter System(TM) was created to give you access to all my
E-Newsletter knowledge, without your having to hire me. I've taken all
the exercises, questions and examples -- the entire process that I use
one-on-one with clients -- and put it all into one, easy-to-use system.
When you consider that the entire system costs less than the price of
one hour of consulting time, it's a bargain. (Click here to see what my
clients have said about my work with them on their E-Newsletters.)

About Michael J. Katz

E-Newsletter System(TM) creator Michael J. Katz is Founder of Boston
based, Blue Penguin Development, Inc. (BluePenguinDevelopment),
and is a recognized expert in the creation and management of effective
electronic newsletters for professional service providers.

He is the publisher of "Michael Katz's E-Newsletter On E-Newsletters,"
a free biweekly now in its 10th year, and has developed dozens of
E-Newsletters, which today boast a combined circulation of over 850,000
readers.

He has been quoted in The Wall Street Journal, The New York Times,
Business Week Online, Bloomberg TV, The Boston Globe, The Boston
Herald, and other national and local media. Michael has a BA from
McGill University in Montreal and an MBA from Boston University.

The E-Newsletter System(TM) is a logical, step-by-step guide that will
lead you through the entire E-Newsletter process. Here's just a
partial list of what this downloadable, 154-page program covers:
* Creating a newsletter name and subheading with impact (page 51)
* Defining your target audience (page 25)
* Choosing between an HTML or a text newsletter (page 46)
* How to create newsletter sections that will make your writing
easier (page 31)
* How and why to mention your own clients in your newsletter (page
42)
* Why reader feedback is important and how to get it (page 43)
* Determining the best day of week / time of day to publish (page 76)
* Tracking your Return On Investment (page 14)
* Growing the size of your E-Newsletter list (page 67)
* Understanding the three secrets to an effective E-Newsletter (page
18)
* Promoting your newsletter so that browsers subscribe (page 70)
* Deciding how often to publish (page 75)
* Avoiding content burnout (page 29)
* Striking a balance between promotional and "real" content (page 34)
* Creating a content plan (page 21)
* Why you need to archive past newsletters on your web site (page 59)
* Surveying readers to find out what they want (page 28)
* When, how and how much to hyperlink (page 39)
* Why opinionated newsletters are the most effective (page 36).
* Dealing with SPAM (page 74)
* Integrating stories and metaphors into your newsletter (page 41)
* Choosing the best editorial format (page 49)
* Determining optimal newsletter length ( page 50)
* Crafting the perfect welcome letter (page 82)
* How and why to copyright your newsletter (page 62)
* Setting up your newsletter's "from" field correctly (page 80)
* Why you should write your own content (page 27)
* Deciding what information to request when a reader subscribes (page
72)

* The pros and cons of requiring readers to visit your web site (page
55)

* The problem with e-mail attachments (page 48)

* Understanding why selling ads in your newsletter is a mistake (page
56)

"Thanks for all your encouragement, great materials and wonderful
examples. Your learning program was simple to follow, easily laid out
and the examples were excellent. It was a worthwhile investment thanks
for making it such a great product."
Karole Sutherland
The Sutherland Consulting Group

In addition to everything described above, The
E-Newsletter System(TM) is filled with tested, real life sample
materials, so you can see exactly how to put these ideas into practice:
* E-Newsletter Names and Subheadings. Full color, fully-formatted
examples of effective E-Newsletter names and subheadings.
* Welcome Letters. See examples of welcome letters and understand why
they work.
* E-Newsletter Tracking Sheet. A preformatted, Excel spreadsheet
layout for tracking your results issue to issue.
* E-Newsletter Opening Notes. Examples of what to say in the opening
of each newsletter.
* E-Newsletter Sign-Up Form for distribution when speaking to a
group. Use this form to get 75%+ of those who hear you speak to
sign up for your newsletter.
* Notification Letter for SPAM-Filtered E-Mails. Use this message to
send to readers whose e-mails bounce, to instantly increase your
newsletter open rate.
* SPECIAL SECTION: Seven, full color, fully-formatted, complete
E-Newsletter samples with specific explanations of what works in
each, highlighted and cross referenced in the accompanying text.
* A 15-page, 21-question Action Plan. This plan will systematically
guide you through the thought process of developing your
E-Newsletter. This Action Plan is cross referenced in the text of
the main document, and pulls all the concepts and guidelines into a
simple, straightforward tool that you can use as you prepare to
launch. I've even included a completed sample of the Action Plan,
so that you can see how I've answered the questions and use this as
a guide in creating your own newsletter plan.

The E-Newsletter System is 100% downloadable and/or viewable online.
You'll receive it immediately after placing your order and can work
with it on your computer, print it out, or both.

Add to Cart- View Cart-

"As a long-time e-newsletter publisher myself, I can recognize the
depth of Michael's knowledge and the common sense of the approach he
advocates. This isn't a patchwork of tips drawn from a variety of
sources. This is an in-depth, cohesive program drawn from Michael's
own, considerable experience and success.

"I would certainly recommend this program for anyone who wants to get
their name out there, build their reputation and attract more
business."
Nick Usborne
Publisher

Excess Voice

The most important thing to understand about electronic newsletters. .
.

. . . If you're just starting out, you may think that the
hardest part of publishing an E-Newsletter will be getting it out the
door -- the formatting and logistical aspects of handling the lists,
laying out the pieces, and making sure that everybody who requests your
newsletter receives it.
That's important, no doubt about it (and a great deal of this program
is dedicated to those topics), but it's not what will make the
difference between a newsletter that drives clients to you and one that
contributes nothing.

The challenge you have in publishing an E-Newsletter -- if you want it
to make your phone ring with more clients and more work -- is "WHY?!?!"

. . . Why should I bother reading your newsletter when I get dozens
sent to me every day?!

. . . Why should I put down what I'm doing and read this?

. . . Why should I remember you?

. . . Why should I believe that you are an expert in what you do?

. . . Why should I call you the next time I have a business need that
your firm can satisfy?

. . . Why should I share this newsletter with friends and colleagues?

The answer to these questions is not a technical or logistical or
design answer. The answer to "Why?" is fundamentally about creating
content that a particular audience (i.e. the people you've identified
as those whose business you want to attract) wants to receive and
enjoys reading. My E-Newsletter System(TM) is all about showing you
how to do this.

(Click here to read dozens of positive comments from readers of my own
E-Newsletter)

Word of mouth isn't random and it isn't luck.

As a professional service provider, you know that word of mouth is the
primary (and best) way to get new clients.

The prospects who come to you through referrals and recommendations are
much more likely to become clients. In fact, the whole process of
meeting them, talking with them and ultimately starting work together
is much easier and much more enjoyable than with a stranger.

But you probably think of word of mouth as a fortunate, but random
accident (I know that I used to). It isn't. With a systematic
approach to staying in front of everybody you know (i.e. with a high
quality E-Newsletter), you'll generate word of mouth consistently and
efficiently.

My system details an approach for helping professionals like you and me
break through the clutter and attract clients. It emphasizes the human,
personal nature of the way we've always done business, and it will show
you how to create a clear, consistent message that reflects your
personality and differentiates you from your competitors.

"You helped me see the genuine voice and vision behind my company, and
have given me a clarity and presence with my clients that I hadn't had
before. Your suggestions have been right on the money. . . I feel more
focused than in a long time."

Rosalind Joffe
Principal

CICoach

You can own the complete E-Newsletter System(TM)

for just $225.00.

Add to Cart- View Cart-

Order Today, And Here's What Else You'll Receive:

Bonus #1

Special Report: "The Very Best Of Michael Katz's E-Newsletter on
E-Newsletters"

I've published over 200 newsletters in the last 10 years, all of which
have focused on showing professionals how to create effective
newsletters and market themselves in a way that helps them stand out
from the crowd.

In this 47-page, downloadable, special report, I've hand-picked the 20
most important past issues -- the ones that do the best job of
clarifying and explaining how to create a marketing tool for your
business that will make a difference -- and present them to you in one
complete publication.

This special report is cross-referenced from within the E-Newsletter
System(TM) so that as you learn new concepts you can read more about
them in the report.

Here's what the report covers:
* Enthusiasm. A word that makes all the difference in whether or not
your E-Newsletter is compelling to your readers, and enjoyable to
you.
* Free samples. Why they are so useful to the potential buyers of
your service. Plus, one critical tip for making sure you're not
standing in the way of letting this happen.
* Content selection. Where to look for the content you need to
attract the readers you want.
* Experience. Sometimes having too much of it is what gets in your
way.
* Taking a position. Why taking clear, focused position on issues
that matter in your business is a critical piece to developing
clients with your E-Newsletter.
* Regularity. Why your newsletter needs to be published on a steady,
consistent, regular basis.
* Content planning. Why planning newsletter content too far in
advance is a mistake.
* Focus. Narrowing your newsletter's focus will attract the readers
you want.
* Formatting. Little things can make a big difference.
* Prospect conversion. How to position your newsletter so that it
converts readers into prospects into clients.
* Targeting your audience. Writing effectively to attract the readers
(and clients) you want.
* Small businesses marketing. Using your local presence to your
advantage (rather than trying to "copy the big guys").
* E-Newsletter effectiveness. Understanding what your E-Newsletter is
good for -- and the danger of using it inappropriately.
* Viral marketing. How to encourage readers to share your newsletters
with others.
* Relationship marketing. Using time to your advantage in growing
your business through stronger relationships.
* Reader attention. How to get it and how to keep it in our
information-packed world.
* E-Newsletter strategy. Understanding your newsletter's "big
picture," so it makes a difference for your business.
* Small business marketing. Using your small business size to your
advantage, in a way that your larger competitors can't touch.
* Gaining referrals. How to cultivate an army of newsletter "fans"
who will send colleagues and friends to you.
* And one special BONUS: A never before published article -- "Love
The One You're With" -- which explains the "relationship marketing"
philosophy that is at the heart of my E-Newsletter approach.

Bonus #2

"The E-Newsletter Quick Start Audio Teleseminar"

Recorded live, this 57-minute downloadable audio is entirely focused on
helping E-Newsletter publishers get up and running quickly. Download it
to your computer or transfer it to your portable MP3 player and listen
to the ideas again and again as you work through the program.

Here is what it covers:
* The three biggest obstacles to publishing an E-Newsletter and how
to overcome them
* Understanding the "E-Newsletter game"
* Choosing a target audience
* The single best approach for growing the size of your subscriber
list
* The importance of partnering with an e-mail marketing vendor from
Day 1
* How to choose the right e-mail marketing vendor
* The best length for an E-Newsletter
* How to measure the success of your E-Newsletter
* The right time of day and day of week to publish your newsletter
* Why limiting the size of your newsletter audience works to your
advantage
* How on screen reading is different from reading on paper, and what
that implies for newsletter formatting
* How to know when your list is big enough to start publishing
* Which format is best -- PDF Vs. HTML Vs. text -- and why
* Why reader feedback is so important and how to get it in the first
place
* How to stand out by "taking a position" in the way you write
* How much to reach out to readers and how much to lay back in
generating more client work
* How to apply the "business lunch" approach when writing your
newsletter
* How much is too much when it comes to marketing to your subscriber
list

Click the "play" button to listen to a
one minute excerpt from this teleseminar right now:

audioacrobat/playweb?audioid=P43ccd0f1b0cdd720f8095e98a4
4f5875Z1h6RlREYmJx&buffer=5&fc=FFCC00&pc=CCFF33&kc=FFCC33&bc=FFFFFF&siz
e=20&player=ap27&link=0

Bonus #3

"Email Marketing Content That Works!" (A two-hour webinar)

Recorded live, this practical, powerful, two-hour AUDIO AND VISUAL
webinar focuses on helping business people develop effective email
marketing content. It provides fresh content ideas and a host of new
ways to shape your content strategy. This webinar sells as a standalone
program for $117.00 - it's included for free with your purchase of the
E-Newsletter System.

Here's what you'll learn:
* Why good content matters
* How to define your target audience
* Why and how to narrow your focus
* Where to find an unlimited supply of good topic ideas
* How to position yourself as the Worlds Leading Expert
* What to do if you cant write well (or simply hate it)
* How to involve readers and generate feedback
* Striking the right balance between promotional and informational
content
* Finding your authentic voice (and why it matters)
* Why and how to use personal stories
* How to keep from giving away "too much" free information
* How to avoid content burnout
* The trick to making your writing come alive
* How social media has changed business e-mail (forever)

This two-hour webinar sells as a standalone program for $117.00 - it's
included as a FREE bonus with your purchase of the E-Newsletter System.

"Michael Katz provides an excellent system to help you start from
scratch and be able to produce a top notch ezine that will help grow
your business immediately.

"It will help you produce an 'Oprah-like' bond with your email list
members that can not only reduce your list attrition, but increase your
conversions with each issue."

Christopher Knight
Publisher
Ezine-tips

The E-Newsletter System(TM) comes with a
60-DAY Money Back Guarantee!

I'm so sure about this approach, and so confident that it will create
the flow of clients that you're looking for, that I'm happy to offer a
risk-free guarantee.

Order the product, look it over, start doing the exercises. If it's not
everything I've said it is, just let me know and I'll refund your
purchase price. No explanation required.

What is your time worth to you?

What is one new client worth to you?

The fact is, none of this is all that complicated. And if you spent the
next ten years sorting through all the details as I have, I'm sure you
could also learn how to create something reliable, professional and
effective. But (and here comes the big sell for this material) it would
take you months of research and years of mistakes, missteps and
stumbles to learn all of this on your own.

Or, you could download a copy of my E-Newsletter System(TM) today, and
be on your way to creating an effective, business-building E-Newsletter
the right way, the first time.

To sum up, here's what you get:
* The 154-page, downloadable, E-Newsletter System(TM), complete with
an easy to follow, cross referenced, E-Newsletter Action
Plan

* Bonus #1, The 47-page special report: "The Very Best Of Michael
Katz's E-Newsletter on E-Newsletters"

* Bonus #2, The 57-minute downloadable audio: "The E-Newsletter Quick
Start Teleseminar"

* Bonus #3, The two-hour, "Email Marketing Content That Works!"
webinar (a $117.00 value)

* A 60-DAY, no questions asked, Money Back Guarantee if you're not
completely satisfied with the materials

You could search the Internet, hire consultants, read articles, scour
bookstores, and do your best to find and speak with experienced
E-Newsletter publishers. Or you can download everything you need,
right now, today, for just $225.00. Click "Add to Cart" below now to
place your order and get started.

Add to Cart- View Cart-

All the best,

Michael Katz

Creator, The E-Newsletter System(TM)

P.S. I've offered a money back guarantee, to make this as easy and risk
free for you as possible. Place your order, try it out and decide for
yourself.

P.P.S. Still have questions? Just send me an e-mail or give me a call
(508-497-0900), and I'll be happy to answer any questions or concerns
you may have.

-----------------------------------------------------------
� 2004-2010 Blue Penguin Development, Inc.
Sales@BluePenguinDevelopment
One Ash Street
Hopkinton, MA 01748
508-497-0900

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