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The Copywriting Sourcebook by Andy Maslen

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Introduction

Publishing an e-zine is a relatively cheap way of staying in touch with a big group of people who might either be customers or turn into them. It’s an excellent way to enhance your reputation and keep your name in front of people. But there’s a lot of ’em about. So yours needs to deliver standout content, and be easy, even entertaining, to read.

An e-zine exemplifies the ‘give to get’ marketing strategy so beloved of the current generation of marketing consultants. In the old days you paid for vast swathes of expensive media then filled it with self-aggrandising advertising messages (the argument goes). Customers were somehow tricked ...

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