Right now I'm in the process of submitting several articles to be posted online. Instead of writing new content, I'm using past articles from this eZine. Going back to 1997, I have about 700 of them, so I think I can find some good content.

As I located a number of articles to post, I was somewhat taken aback by the variety of topics I've written over the years. I think I've covered just about anything and everything about attracting clients. 

So why don't I just recycle some of those articles for the weekly More Clients? Heck, if I started at the beginning I wouldn't have to write a new article until I was 75! I just might be thinking of retiring by then. 

To answer that question, let me go back to the very beginning of this eZine in 1997. 

I had just created my first web site and was trying to figure out how to drive more traffic to it. I was working with a client by the name of Robert Fish who had recently launched a weekly eZine. 

I liked the idea, figured I could also write an article a week and took the plunge. 

Now remember, back then, there were very few eZines. Email was not dominating our lives the way it does now. So I promoted it to the subscribers of my printed newsletter (which I stopped soon after) and did a lot of promotion through speaking engagements. 

But what spread More Clients more than anything else was word-of-mouth. People forward it to others, they subscribed, and before long my list grew from a few hundred to a few thousand. 

I started to use email more frequently to promote my services, products and workshops. And it worked beyond my wildest dreams. By 2000 I was attracting clients from all over the country and was doing $10,000 a month in sales of my InfoGuru Manual and teleclass programs. 

These programs ultimately morphed into 3-month "Marketing Action Groups" and then into the one-year "Marketing Mastery Program" and the "Marketing Club" membership site.

By now, I've developed enough marketing momentum to attract enough program participants and club members to keep me in groceries for a very long time. 

So back to the original topic: Why still write the eZine? Hasn't it served its purpose? Couldn't I just take it easy and simply recycle old material?

Yes, I could, but I neglected to mention the most important by-product of writing this eZine weekly for 14 years. It wasn't that it just brought me more business, becoming the most effective marketing tool I'd ever used, it transformed my life and my business. 

Before writing the eZine, I was marketing myself pretty randomly, like everyone else. I did a little speaking, some networking and relied on word-of-mouth business. But I didn't have much of a repeatable system that worked consistently. 

When I started to write More Clients, everything changed. 

For once I was doing some marketing regularly. Every single Monday I sat down and wrote it. I rarely missed an issue. So that was the first benefit. 

The second benefit was the fact that I needed material to write about every week. What happened is hard to describe. But as I wrote about all the things I'd been teaching my clients over the years, everything came into focus. 

The more I wrote, the clearer I got. Concepts that were rough become refined. Ideas that were half-baked become fully-formed. And after writing More Clients for three years, my ideas had come together as a system that ultimately turned into the InfoGuru Marketing Manual. 

And this continues until this day. As I write every week, new ideas emerge, theories coalesce, and new strategies emerge. And as a result, my marketing becomes more and more effective. 

So stopping writing More Clients would be like killing the goose that lays the golden eggs!

The More Clients Bottom Line: Writing a regular eZine (or these days, a blog) exercises your marketing muscles more than anything else. When you commit to writing, your ideas will come together in a way that can lead to very good things. Do some writing today!

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