In Your Face Headlines: 7 Tricks To Try When Readers Grow Immune

Are you readers becoming immune to those power headlines you blast into their inboxes every month? Sad to say, there comes a time when Slay Your Competition With Killer Copy just doesn’t mesmerize the way it once did. So, what do you do when ezine open rates are down and click throughs are few and far between?

1. Pull a disappearing act. There’s nothing like a vacation to clear the mind, refresh the spirit and let absence have its effect on your readers’ hearts. Of course, give folks a heads-up so they know you’ll be away. Maybe even leave them with a hint of exciting plans to come, so when you return they’ll be primed for action.

2. Scout out some new subscribers. Same old faces, same old web haunts. No wonder Breakthrough SEO Strategies now has the same effect as Tylenol PM. Search out a new place to post articles, join in the forum discussions or participate on a community blog. Do I have to tell you to include the link to your ezine at the bottom?

3. Show them the mirror. One-dimensional though it may be, the way to your reader’s attention is through his ego. Offer a fun contest or reader-geared feature that will put a few well-selected audience members into the limelight. Keep it niche-relevant, of course (for example, mine might be “copy makeovers” because I write copy for a living). Always choose event participants who reflect your professionalism and compliment your service offerings.

4. Change your ezine’s graphics. A fresh coat of paint always brightens the place up nicely, doesn’t it? Make a small investment in a professional designer who can beef up your ezine with colors and graphics that shake some life into your readers (playfully, of course)!

5. Switch up the format. If you normally publish one article per issue, why not add a few new features: joke of the month, industry news, client specials, or some other tasty tidbit for your readers to munch on?

6. Play around with different headlines. If you normally hit hard with Surefire Ways to Grab Attention With an Ezine, why not try for the tell it like it is approach? Blogs, Boot Camp, Ezine Goofs and Your Audience. The best thing about internet marketing is there’s always room for experimentation and improvement.

7. Kick up a month-long promotion. Ever consider themed ezine mailings? I myself have offered Article Marketing March and Sales Letter May to my audience, who then have the opportunity to read, learn, ask questions and take advantage of specials all month on various aspects of copywriting.

If you do experience a drop in click rate or a lull in response rate, take heart: ezine response is cyclical, and interest ebbs and flows. There’s a planet full of prospects out there waiting for you to share what you know. Stay loyal to your ezine fans, and they’ll respond in kind.

Copyright 2006 Dina Giolitto. All rights reserved.

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[tags]ezine,ezine publishing,ezine tips,copywriting ezine,copywriting newsletter,web copywriting,copywriting and marketing[/tags]