I admit that when I started out on the Internet over five years ago, I didn’t know a lot about how business was done online. To teach myself, I subscribed to hundreds of ezines and read a lot. I’m a firm believer that you can teach yourself anything if you want to learn it badly enough.
Over the years I’ve read so many ezines that I can smell a good one from a mile away. Call me an “ezine connoisseur,” if you will. I know what I like, and I know what’s good. Send me an ezine full of ads with no valuable information, and I’ll be reaching for my delete key before it finishes downloading into my inbox.

All these years later, there are a few top quality ezines that actually make my pulse quicken when they arrive. Yea, I know, I need to get a life. But they make me feel that way because they’re good; really good! Their publishers have taken the time to write great articles or seek out the latest and best resources. In essence, they care about what they are doing and have a genuine interest in helping others. And that, my friend, is what sets them apart from your everyday ezine.

I’ve decided to share my favorite list of top ezines with you today. Aren’t you feeling lucky?

1) Lockergnome:

Published by Chris Pirillo since 1996. If you’ve never heard of Lockergnome, you must be living in a closet. Chris can be found everywhere online with his own radio and TV shows, and has even authored a book on “Ezine Publishing.” His ezine caters more to the “techie crowd,” but he does throw in some reviews of really helpful websites as well.

His readers are referred to as “Gnomies” and Chris’s twisted sense of humor makes it a fun read.

2) SitePoint:

If you like staying up to date with the latest web development issues, this one’s for you. SitePoint publishes some excellent articles written by various “Internet Experts,” all to help you build a better website. (They’ve even published articles by “yours truly.”) The ezine is available in HTML or plain text.

3) Associate Programs Newsletter:

There’s a reason why Allan Gardyne has over 19,000 subscribers: He’s the absolute authority when it comes to associate programs. Allan dishes up the dirt on popular programs, giving you the straight facts on who to trust and who to avoid. If you’re into making money with associate programs, you’ll love this one.

4) Syndicator Etips:

A free weekly publication of Web-Source.net, written by Shelley Lowery, CEO of Brajusta Publishing. Her web design articles are widely published online and her website is top notch, loaded with resources for anyone doing business online. The ezine is full of tips and articles that will improve your site and help you to sell more online. I love Shelley, and someday when I grow up want to be just like her. Highly Recommended!

5) Ask Tax Mama:

No, I’m not a big fan of taxes and I haven’t lost my mind. In fact, the one thing I hate about running my own web-based business is keeping track of all of the income and expenses for tax time. Enter Tax Mama, published by tax professional Eva Rosenberg. She answers tax questions and makes learning about this stuff almost *fun*. Published weekly. If you own your own business, get this one.

6) SiteProNews:

Considered one of the Net’s most widely read webmasters’ newsletters. Published weekly and loaded with freeware and tips with articles by some of the Web’s top experts. Only available in HTML format, but well worth it.

7) A Home Based Business Online:

Elena Fawkner covers practical home business ideas, opportunities and solutions for those who work from home. Elena’s a “smart cookie” who really knows her stuff, but I guess the fact that she’s also a lawyer will tell you that. Published weekly since 1999, what can I say — “the girl is good.”

The Marketing Seek Messenger:

Published by Rozey Gean, this ezine exists for the sole purpose of keeping you posted of new articles that are available on her site. These articles are available for you to publish in your zine or on your website. Rozey caters to ezine publishers and article writers, so if you fit into one of these two categories this ezine’s for you.

9) E Books N’Bytes Informer:

Published by Eva Almeida, whose writing style and warm personality will win you over the very first time you read her ezine. Eva is the “Ebook Queen” of the Internet and her ezine is a testament to that fact. If you read ebooks, create ebooks, or write ebooks this ezine is the ultimate authority. Great Stuff!

10) WillMaster Possibilities:

Willmaster is William Bontrager, who believe it or not was born and raised Amish. Now he’s the guru of CGI and breaks down programming into easy lessons even a novice can understand. By following his script suggestions, you can add all kinds of fun interactive things to your site. If this type of thing interests you, you’ll find William’s suggestions easy to follow and implement.

11) Doctor Ebiz:

Published by Dr. Ralph F. Wilson, who’s been helping small businesses succeed online for years. With over 63,000 subscribers, he knows the biz of Internet business inside and out. In his ezine he takes questions from small business people and provides straight answers to help them succeed online.

Since 1995, Dr. Ralph has also published “Web Marketing Today”, a monthly publication dealing with all aspects of marketing a business online. A definite winner.

12) WebDigest For Marketers:

Larry Chase’s weekly publication features 15 short reviews of marketing-oriented websites. This one can be a bit on the dry side and aimed at more of a “corporate mentality” crowd, but he does cover some sites worthy of an online entrepreneur’s attention. Published since 1995 with well over 125,000 subscribers. Larry is also an established author, Net Consultant and speaker.

So there you have it; a list that was intended to be my Top 10, but is actually the Top 12. Honestly, these publications are published by some of the Net’s hottest and brightest entrepreneurs. A lot of what I’ve learned over the years can be attributed to the quality of these ezines. Take some time and check them out for yourself. You might as well learn from the “masters” and with a price of Free, it’s an excellent value for a terrific online education.

A reason behind websites that fail is the lack of an effective direct response sales message that’s comprised of three things: it must be
1) captivating,
2) riveting and
3) engaging.

How can you incorporate those three elements? First, write to be scanned. On the Internet, people are fast-paced, click-happy and easily bored. Break your copy into small paragraphs and lace your copy with many headers with one at every two to three paragraphs.

But once you’ve captured your readers’ attention, the next step is to keep them reading the copy. Your job is to not only generate interest but also maintain it. The latter is a much harder task.

The debate about long versus short copy is an old one. While long copy is statistically proven to outperform short copy, many of my clients still say that long copy will never be read on the web, and that things online are short and fast. I fervently protest.

Sure, things are short and fast online. But there is a difference between grabbing people’s attention and holding on to it. Keeping readers riveted, hanging on to every word with an intense desire to discover what’s next, is the goal of any direct response copy.

(It sounds the same as reading a story, right? Well, it is.)

Prospects who are genuinely interested in the product you offer always want more information about it, not less. If they are not qualified, no matter how long or short the copy is they will just never buy. They won’t read 15 words, much less 1,500 words.

In my experience, short copy can often result in:

1) a lower response rate due to the lack of information;
2) a barrage of questions from confused or undecided prospects; or
3) a higher level of returns since the product failed to meet expectations.

If long copy yields poor results, it has to do with the copy and not the length. It’s too boring. It didn’t elevate the reader’s level of interest, and it failed to keep her reading.

Of course, writing long copy that engages, entices and entertains the reader is very difficult. (That’s why people hire copywriters like me.) But when it is good, then the reader hangs onto every word and becomes increasingly excited the further she reads it.

Copywriters are storytellers. If your copy tells a compelling story, people will read it. All of it. To illustrate, one day you notice a book at your local bookstore. The cover, title and cover copy pull you into the book. The opening chapter is delectable.

So, you decide to buy the book.

The book is inviting, and the story compels you to read every single page, no matter how big the book is. In fact, the book is so good that you either wish it was bigger or, once finished, are prepared to read it over once more. You just can’t put it down.

But as you read it further, you become confused and slowly begin to lose interest. The plot no longer invites you to keep reading. You drift away and find it harder to continue. Ultimately, you stop, close the book and then shelve it. Copy is no different.

With a riveting story, the reader becomes intimately involved in the plot. They see themselves in the shoes of the characters. To do this, you need what I call “UPWORDS,” which is an acronym for: “Universal picture words or relatable, descriptive sentences.”

“Universal picture words” means mental imagery that help to paint vivid pictures in the mind. Lace your copy with words that engage as many of the senses as possible, and cause prospects to easily visualize already enjoying the benefits of your offer.

“Universal” means to appeal to your audience as a whole. Readers must not only read your copy but also understand, internalize and appreciate it. Remember: different words mean different things to different people. So, use words that can help your message to be interpreted in the same way by the bulk of your readers.

For example, in an effort to explain the importance of initial consultations to their patients, surgeons use analogies, such as: “Like a dentist, I can’t give consultations to you over the phone without any x-rays of your teeth and knowing how many cavities you have.”

Similarly, use analogies, metaphors and examples, including case scenarios. In short, use a language to which prospects can relate and with which they can visualize what you’re trying to describe.

Finally, tell your readers what to do. Be active, not passive. Use action words and active verbs that paint vivid pictures in the mind, too. The more vivid the picture is, the more compelling your request will be. Don’t be afraid to pull out your Thesaurus!

For example, you’re a financial consultant. Rather than, “Poor fiscal management leads to financial woes,” say, “stop mediocre money management from sucking cash straight out of your wallet!”

People can visualize the action of “sucking” better than they can “leading.” Here’s another example. Instead of, “Let me consult you on how to maintain your balance sheet,” say, “borrow my eyes to help you keep a steady finger on your financial pulse.”