When a certain two-letter word is overused, it can kill more sales than bad grammar and misspellings put together.   Most of you have already heard the colloquial term 'being an opera singer' used in reference to someone whose conversations are generally egocentric.

Because your newsletter is just like having a conversation with your subscribers, you surely don't want to sound like an 'opera singer author' if your goal is to retain those new friends and generate a durable income from your newsletter.

Most newsletter publishers are not consciously aware of ever being in opera singer author mode and subsequently they are left wondering why their click-through rates (CTR) are either too low or nonexistent.

Recall that in opera singing, there are a lot of phonetic 'mi, mi, mi....' sounds.  By changing just one letter you have the word 'me'.   And that simple little two-letter word 'me' is a guaranteed newsletter destroyer if you overuse it in your copywriting.

Hopefully, you aren't unwittingly being that "me, me, me" type of ezine author.

The rationale behind all this is as basic as Maslow's hierarchy of needs.  Every human being has these same basic needs, and one need that is high on that list is perceived esteem, or the attention and recognition that comes from others, just secondary to self-esteem.

Your readers are seeking your personal attention, information they can relate to, and answers to their unique problems when they read your newsletter.  They also desire, whether consciously or not, a feeling of personal importance and a sense of camaraderie with you, the author.

Consequently, if you are usually in opera singer author mode, thereby concentrating mostly on your accomplishments and your goals instead of theirs... why would they ever want to click on your recommended urls or even stay subscribed?

You can pretty much bet that they won't, and there's one more aspect.  The same rule applies to the personal pronoun 'I'.

Here's something you need to ponder:  When you read someone's newsletter, what do you feel?  What makes you want to continue to the end?  What makes you want to click on their recommendations?

Also important, what makes you hit 'delete'?  Chances are it was an 'opera singer author' who published it and left you feeling empty or frustrated.  So, figure out if your newsletter has this problem, because now you can easily reverse it with the simple techniques outlined here.

Just remember to put yourself in your reader's position, and ask yourself what they would want or need.  Let them sense that you truly do care about them, and not just about filling your own wallet.  Look outside of yourself and toward them as you compose each and every newsletter issue.

Show your subscribers that *they* are your primary focus and concern.

Finally, have a friend scrutinize your writing, because when you cease publishing in the opera singer author mode, your bottom-line will start reflecting positive changes with tangibly improved CTR and resultant higher sales figures.

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Donna Maher RN/Publisher-InspiraSeed/Graphic Artist/Webmaster
can be contacted via this page: http://trakm.com/email-donna.php
Need more SE attention? See http://autonewsequalizer.com/news 
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