Nell’ultimo blog post che ho scritto riguardo le ezine e newsletter, ho avuto qualche richiesta da parte di alcuni lettori su come creare una newsletter.
Perciò voglio accontentare tutti coloro che non hanno una newsletter e che vogliono pubblicarne una partendo col piede giusto.
Ti darò quattro passi che io utilizzo per creare ogni mese la mia newsletter in modo molto semplice e divertente.
Questo processo che io chiamo Sistema Detective (più avanti capirai perchè l’ho chiamato così) ha funzionato per me per più di un anno ed anche per alcuni miei clienti.
Tuttavia non so se funzionerà anche per te…
C’è un fattore che io e i miei clienti applichiamo per rendere la nostra newsletter un successo:
L’intenzione Di Prendersi Un Impegno
Per cui non dovresti seguire il mio processo se non intendi metterci d’impegno nella creazione della tua newsletter.
Se decidi di seguire questi quattro passi potresti non ottenere alcun risultato e perdere clamorosamente la fiducia dei tuoi iscritti.
Ma, se ci lavori seriamente, potresti godere di tutti i benefici che ho parlato nel post precedente!
Detto questo, procediamo con il primo passo:
1) Identifica il tuo target di lettori. Chi sono? Sono degli studenti universitari? Dottori? Mamme over 40? Artisti? Chi sono esattamente?
Disegna un dettagliato profilo del tuo lettore. Indaga e raccogli più informazioni possibili su quest’ultimo. Tutto questo ti servirà per procedere al prossimo passo…
2) Entra nella conversazione che sta avendo nella sua mente. Ti dirò che cosa consiste questo passo, ma prima voglio raccontarti una cosa…
Mi capita spesso quando sono davanti ad una pagina bianca di Word di domandarmi: “Che cosa scrivo questa volta? Quale argomento devo trattare?”.
Immagino che questo capita quasi a tutti. Ed è normale…soprattutto se non si conosce questo passo del processo.
Dunque quello che faccio è di cambiare immediatamente il mio modo di operare. Da quello che parla, per un attimo divento quello che ascolta il mio mercato.
Mi Trasformo In Un Detective
Ed è proprio quello che siamo tutti noi “marketers”…dei detective del mercato.
Questo blog post che stai leggendo è il risultato del mio modo di prestare attenzione a ciò che vogliono le persone del mio mercato.
Ascolto i loro problemi, le loro difficolta, le loro frustrazione, dove hanno bisogno d’aiuto ed automaticamente il mio problema viene risolto.
Per cui quello che devi fare è di sondare nella rete, fra i forum del tuo mercato, i blog dei tuoi concorrenti ed ascolta le conversazioni. Guarda le domande o i problemi che emergono più frequentemente.
Oppure la cosa più semplice che potresti fare (se hai una lista) è di chiedere direttamente ai tuoi iscritti che cosa vorrebbero sapere. E loro te lo diranno…non potrebbe esser più semplice di così!
Così facendo succedono tre cose molto importanti:
1) Hai un argomento (per la tua newsletter) rivolto agli interessi del tuo mercato. Infatti è ciò che loro vogliono e che hanno richiesto.
2) Ricevi l’attenzione del tuo mercato perchè stai dando via informazioni da loro richieste. Ora, c’è da fare una giusta distinzione fra “ricevere” e “trattenere”…
Stai ricevendo l’attenzione del tuo mercato perchè nella tua newsletter parli dell’argomento che loro stanno cercando. Tuttavia, non è detto che ricevendo questa attenzione tu riesca a trattenerla con la tua newsletter.
Dunque una delle cose che parlerò nel prossimo blog post è proprio come catturare definitivamente l’attenzione del tuo mercato all’interno della tua newsletter.
3) Ti posizioni come un punto di riferimento all’interno della tua nicchia di mercato. Quando ripeti l’SD (Sistema Detective) ogni volta che scrivi una newsletter, le persone del tuo mercato ti vedono come ”l’uomo del momento” a cui prestare ascolto. Perchè quello di cui parli è in linea con quello che vogliono e che stanno cercando.
Con questo abbiamo bruciato le prime due tappe del processo di creazione di una newsletter. (Te l’avevo detto che era breve e divertente!)
Abbiamo visto che devi innanzitutto identificare il tuo target e scoprire cosa vogliono.
Tuttavia non voglio ancora che ti appresti a scrivere la tua newsletter, perchè questo di cui ti ho parlato fa ancora parte della fase di ricerca del SD. E di per se richiede del tempo per completare questi due passi…
Perciò frena per ora il tuo istinto di mettere su carta il testo della tua newsletter e limitati a svolgere bene questa fase giocando il ruolo del detective.
Mentre nel prossimo post ti rivelerò come entrare più a fondo con la ricerca, come elaborare le informazioni ottenute, come strutturare la tua newsletter in modo da catturare definitivamente l’attenzione dei lettori e renderla proficua!
Dunque tieni i tuoi occhi incollati alla tua posta elettronica in attesa della mia prossima email…
Nel frattempo, capisco che hai delle domande o richieste specifiche riguardo alla creazione della tua newsletter, perciò scrivile qui sotto lasciando un commento così che io possa risponderle nel prossimo blog post.
Popolarità: 2% [?]email del tuo amico:
Ciao Oliver!
apprezzo molto il modo in cui illustri le cose, quindi, alla luce di questo post, ti faccio una richiesta che potrebbe servirti da spunto per un altro bel video…
vorrei che tu ci spiegassi per bene come effettuare sondaggi tra i lettori.
intendo sondaggi a risposta multipla o con richieste di commenti…
insomma, conosci un sw o un servizio online da consigliarci?
ti ringrazio anticipatamente
Josè
Oliver le tue informazioni sono molto interessanti, quindi hai tutta la mia stima per questo.Ti pongo una domanda per come gestire un blog ed incrementare traffico anche tramite la newsletter.Per vari motivi non ho ancora attivato un autoresponder sul mio blog in firma, ne ho diversi ma blographik è il più importante che possiedo ;).Visto che vorrei fare le cose fatte bene, volevo chiederti come gestire una newsletter per chi si iscrive la mio blog.Mi spiego meglio:Invito i miei lettori ad iscriversi per segnalargli i miei 5 articoli a settimana che pubblico sul mio blog oltre ad eventuali altre email per invitarli a scaricare report gratuiti e così via ed eventualemente miei infoprodotti o prodotti di altri etc.Visto che pubblico molti articoli settimanali, come sarebbe meglio gestire la newsletter, inviando una mail ogni volta che pubblico un nuovo post?
Oppure inviando alla lista di iscritti, una mail settimanale con il riassunto ed i vari link degli articoli pubblicati?Cosa mi consigli?Grazie per il tuo contributo di cui farò tesoro ;).
Quello che ti conosiglio di fare è di mettere in evidenza sul tuo optin box il fatto che tu pubblichi numerosi articoli alla settimana. In questo modo le persone sanno bene cosa aspettarsi quando si iscrivono alla tua lista.
Di conseguenza se tu invii una mail per ogni nuovo blog post, gli iscritti non si annoieranno e non li darà fastidio perchè loro hanno acconsentito questo iscrivendosi alla tua lista.
Altra cosa che dovresti fare, siccome pubblichi molti articoli, è di invitare i tuoi lettori ad iscriversi ai rss feed, così che possano ricevere automaticamente le info.
A questo punto potresti cambiare strategia di mailing, inviando solamente una email alla settiamana come promemoria dei vari articoli pubblicati in quella settiamana.
Infine, ti consiglio assolutamente di testare entrambe le strategie di mailing per verificare quale è in definitiva più efficace per la tua readership.
Oliver
Ma tu, non ho ancora capito bene,
cosa ci guadagni intutto questo movimento di mail e quant’altro
Saluti e ringraziamenti
Nazario
Concordo con Oliver,
è lo stesso metodo che uso io e sembra funzionare a meraviglia!
Paolo
Grazie Oliver , consigli stimolanti a dare sempre il massimo !
Saggio consiglio quello di prendersi del tempo per investigare sui punti da te esposti prima di scrivere una newsletter.
Il web è pieno di "brutte copie" dove vengono messe in giro sempre le stesse informazioni!
Personalmente quando scrivo ai miei iscritti provo a dimenticare l’intento di vendere qualcosa (anche se poi questo aspetto è molto importante), e cerco più che altro di dare il massimo contributo per trarre dei vantaggi dal mio settore di mercato.
Credo che il dare e ricevere debba essere in perfetto equilibrio. Dare tutte le migliori informazioni che posseggo sugli argomenti della mia nicchia per ricevere link popularity, acquisti e iscrizioni alla mia lista.
Se il tuo dare è totale non puoi che ricevere totalmente.
Idealistico? Forse ma sono un romantico..!!!
Ciao a tutti
Mi piace molto quando dici che è possibile ottenere risultati solo se ci si impegna seriamente. In un mondo come quello di Internet dove molti pensano di trovare facili guadagni è quanto mai opportuno ricordare che i risultati possono arrivare questo è vero, ma occorre dedicare tempo e passione.
Complimenti e a presto.
Bruno
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per la gestione di newsletter consiglio Feedburner http://www.feedburner.com/fb/a/home
trasforma anche i feed RSS in email,veramente comodo.
Provatelo.
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