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Using email to send your ezine, newsletter or
marketing messages, is being referred to as "push-technology", or shoving
your messages into prospects' faces. Direct-to-desktop is the new path and
referred to as "pull-technology", or putting your prospects in charge of
what they choose to read , and when. This is preferable as it does not
overload their inboxes with nonsense they don't want and often never asked
for.
RSS publishing, or Remote Site
Syndication, is a tool used by increasing numbers of online
publishers and marketers alike because the delivery system, plus the
advantage of having their content syndicated. We will not get into the
technical aspects in this article because more knowledgeable writers have
already done that. Instead we will focus on the many benefits.
Moving from push to pull technology will take
a different frame of mind. There are both increased benefits as well as
responsibilities for the publisher. They must provide very high quality
content - much more than email publishing. This content should be original,
and if at all possible, written by the publisher as testimony that he/she
holds credibility in that field.
Your present "list", the one you guarded with
your life and built from scratch, will be a thing of the past. Your list
will decrease substantially when you move to pull technology but not to
worry -- your loyal readers will follow you anywhere. The rest were users;
members only in it for free ad space or part of your dead letter addresses.
Indeed, your syndicated newsletter will be seen more and more by people whoa
are really interested in what you have to say.
The old way focuses on quantity for success
-- direct-to-desktop publishing use pull technology and focuses on quality
for success.
Similar to a blogging format for weblog, you
do not have to publish a complete newsletter each week. Rather, you post a
piece of it on any given day. RSS carries your newsletter's Title,
disclaimers, and your opening greeting. All you need to do is put in a daily
message like an editorial, an article, or some classifieds. The RSS feed
will carry this as a link along with the first paragraph or two of your
latest "posting". The feed will hold up to fifteen of your recent entries.
Your visitors and subscribers will visit your link at their preferred time.
Ideally, with almost daily posts it may seem
like more work but in reality publishers are finding it takes far less
effort once they get the hang of it. Your subscribers will begin to build
quickly with a marketing tool called "pinging weblogs" -- a totally awesome
tool.
Search engines will play a large part in your
syndication. Using Google as my example, they look for sound content, useful
quality information -- not a page that begs "buy now" over and over. These
superior content RSS sites will be spidered by the search engine with no
effort or cost on your part.
In direct-to-desktop publishing, as in RSS,
your subscribers will decide what they want to read and will not be
subjected to their ISP's decision as to what shall, and shall not be allowed
into their email box. New laws and Spam-filters were supposed to be
discouraging these low-life advertisers, but it has only made them more
cunning in their determination to push their message in your face. Why would
they be threatened by new laws that can't be enforced? We have lost this
war! I say let these criminals have it. Sooner or later everyone will come
to realize that there is no way the email medium can be rescued anyway.
One ebook explains it best: "The survival of
the Internet as a viable marketing system will be through strong communities
online that are grounded in moral integrity and protection of it's members."
© 2004 Esther Smith
About
the Author: Smith has published numerous articles and writes a blog for
all artists:
http://the-self-taught-artist.com/blog.html
She also coaches new students on how to leave the time-for-money trap and set up
Leveraged Income for life.
http://thepermanentventure.com/dcc.htm If you can’t sing or ride a
bull, you better learn how to make your money work for more money.
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