It's undeniable that one of your most powerful marketing
tools is the emailed newsletter. Customers who want it have
to sign up for it – that's a contact. When you put it together,
you can slant the editorial content toward your products.
You can use it to drive traffic to your site by putting in links
to more complete information. And you can use it as an
advertising tool for yourself or your affiliates, slipping in
subtle little teasers between articles or at the end of the
newsletter.
But maintaining a good emailed newsletter can be difficult,
even nearly impossible. You must publish them regularly
(this is part of setting up a trusting relationship with your
customer – how can you trust someone who doesn't keep a
regular schedule?), you need fresh new information in each
one, and they must all drive your business in some manner.
The hardest part, of course, is supplying it with articles.
The best articles are always the ones you've done yourself,
provided you have some writing skill. You're the expert here,
and you know better than anyone else what your website
needs to accomplish. But you can still use articles from
others if you know exactly what you're looking for.
One of the best ways to keep a pool of fresh, interesting
articles is by using PRA – private-label rights articles. This is
generally a collection of articles sent to you, the subscriber,
on a regular basis. The articles contain information about
the markets you're interested in, or about a variety of
different things, depending on the subscription options you
chose. And though they're written by someone else, they are
completely yours once you have paid for them. This means
you can change the text, add or delete information, add
graphics, and finally sign your name to the articles as the
writer if you choose. The text is yours; you are not required
to retain a resource box or otherwise indicate that you did
not write the article.
Using Private-Label Rights Articles in Your
Newsletters
When you put together a newsletter, you should have a
theme in mind, something that holds the whole thing
together. If you have a collectibles website, perhaps a Star
Wars theme or a doggie collectibles theme would work; or if
you do alternative health, consider themes like acupuncture
and Eastern medicine, touch therapy, herbs native to North
America, or using humor. If you've subscribed to a privatelabel
rights service, you probably have a stockpile of articles
you've never used. You can mine these articles, either for
ideas on what to put in your newsletter, or for articles to go
in virtually unchanged.
Even if you are using a varied private-label rights service –
one that does not focus narrowly on a field – by focusing on
a theme in your newsletter, you can dramatically change the
number of articles you can use. For instance, with the
doggie collectibles, you can include an article on dog
statuettes (that's from collectibles), an article on vintage
dog collars (also collectibles), and then an article on the
history of dogs in art (that's either art or dogs). By keeping
an open mind, you might be surprised at the ways you can
leverage these articles. And by using a service that is less
focused, you might find that your newsletters are more
interesting and complete than those of other competing
vendors.
Recycling Private-Label Rights Articles
Once you've used private-label rights articles in your
newsletter, you're done with them, right?
Wrong. One of the wonderful things about PRA is that they
are flexible and malleable enough to use in a variety of
different documents. You can use the articles you've
developed for your newsletter to put on your website if you
like; or you can include them as part of a downloadable
ebook or report.
Or you can use them as a viral marketing tool to spread
information about you and your business. Article directories
are repositories of viral documents just like this; you
register and contribute your article, and others download it
to use for free, retaining your resource box with a link to
your website. By using a variety of private-label rights
documents to put together your newsletters, you might find
some surprising cross-marketing.
For example, suppose your "History of Dogs in Art" article
winds up on a website focused on dog breeding. It intrigues
some customers there, and they follow the link in to your
website. Your focus is on collectibles, but you have a nice
stock of dog art and dog statuettes – and the dog breeders
love them. You've just acquired customers you'd never have
marketed to on your own.
That's the beauty of viral marketing with creative articles.