When I first started creating, writing and designing companies’ e-newsletters, we simply adapted the format we marketers had used for print newsletters. Now, however, with a huge proliferation of e-mail marketing out there, we have to be more strategic. Here are three quick tips for making your e-mail marketing work:

1. Build your list slowly. The print newsletter model allowed us to mass-mail, but that is heavily frowned on in the e-mail world. Instead, slowly build an opt-in list of people who actually want to hear from you.

2. Avoid graphics. This is hard for me to say, since I love graphics, but with so many handheld devices acting as people’s main form of e-mail retrieval, graphic-heavy e-newsletters can actually work against you. Stick to simple text, and you have a better chance of getting your e-mail read while someone is waiting for their flight or sitting in a doctor’s office.

3. Keep it short and simple. This is also hard for me to say, since I love to write, but there simply isn’t time in the day to read all of the information that passes through our e-mail boxes. Use bolding and bullets so that your readers can quickly skim your e-newsletter.

Virginia Ginsburg is an entrepreneur and business & marketing consultant who delivers strategic, affordable marketing services through her company accordionmarketing. She also writes a blog called Body > Mind > Business, which discuses the connection between business health and personal health, and the struggles she faces in pursuit of work-life balance. Virginia has an MBA from the University of Southern California and is currently (slowly) pursuing a Ph.D. in Psychology at UCLA. She has more than 12 years of experience as a senior marketing consultant, and has served as a trusted partner, coach and consultant to more than 100 sole proprietors, partnerships and corporations. 
Virginia lives in Santa Monica, CA with her husband and daughter. As part of her passion for working with entrepreneurs, Virginia is actively involved in small business development projects in the U.S. and in developing countries.

I have been actively pursuing a healthy body for more than a year now. I’ve gone down two pant sizes and feel great. I’ve established healthy habits like eating 6+ servings of fruits and veggies most days, clocking 10,000 steps per day and sweating through 4-5 cardio workouts per week. I have cut my alcohol consumption in half and actually developed a distaste for fatty, highly-processed foods.

In short, I’m happy with h0w I look and feel, and my body is healthy.

You know what’s amazing though? I’ve only lost 10 lbs! One year and all this work, and all the scale can show me is 10 lbs.

It’s times like this that I have to remember that numbers are only one of the guides we can use in life. There are lots of other metrics for our bodies, minds and businesses that can help us know whether we are succeeding at what we want.

Sometimes ideas come gently, and sometimes they smack you on the side of the head like a tidal wave.

I have been working on an idea recently that is so big and beautiful that it has shaken me up considerably. Usually when this happens, I move as quickly as I can to get the idea implemented. I am always about action, action action. The thrill and adrenaline of action towards a big idea is heady and intense. Sometimes though, it feels as if I’m rushing, always racing towards the next idea as soon as the last one loses its luster.

With this new idea, I’m nurturing it slowly. Letting it percolate and build. Allowing it to gradually develop in my head before committing to any action on its behalf. It’s truly the strangest, most beautiful experience I’ve ever had with an idea!

How do you handle ideas? Do you race to implement them before you can see any obstacles and get disappointed? Do you consider the obstacles and drop the idea out of fear? Do you slowly consider each obstacle and weigh it against the potential opportunity, gradually making steps forwards and backwards until you feel confident that you are ready to run?

“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” – Anonymous

This brings up some important questions about marketing and advertising – is it possible to sell without expecting people to ‘lose their heads?’

The most obvious execution of this style of marketing is the infomercial (TV) and squeeze page (online). You know – those slick direct marketing campaigns that appeal to our animal instincts. They overwhelm us with clever copywriting, amazing testimonials and questionable statistics combined with a 100% guarantee to spur us into desperately needing something that only a few minutes ago we would never consider.

These campaigns are designed to suspend human intelligence and instead appeal to our animal intelligence – those deep-seated desires of needing to be part of the group, wanting bright, shiny objects, and making decisions from your gut, not your brain. These are decision-making skills that do have great value in our lives, especially when we are in danger, but they can also be easily exploited.

I have recently had some direct experiences in which intelligent, smart products and services that appeal directly to the working intelligence have failed miserably, while those that have almost no real value but appeal to the animal intelligence have flourished.

As marketers and as consumers, we must wonder sometimes who is really in charge: the sophisticated human, or the tribal animal.

Do you have a life plan?

Although I’m very goal-oriented, I have always had a really hard time setting long-term goals. They feel so fantastical and even a little silly sometimes. It also seems to me like setting firm goals can put you stubbornly on the wrong path sometimes.

I heard someone talking about goals (again!) last week, and it finally sunk in that my goals don’t have to be concrete. They also don’t have to be perfectly clear. I also realized that I do have long-term goals, it’s just that because they are a little fuzzy I wasn’t really calling them goals, but ideas.

Here was his analogy: it’s like you’re in a room with a big door. You’re standing at one end of the room, and outside the door you can see an even larger room. From where you are, you can see a few details of the larger room, but not many. As you walk closer and closer towards to the door, your view of what is in the next room gets bigger and more detailed. Your view does, in fact, change, but the core elements are probably still there. Thus, your long-term goals are constantly growing in detail and size.

I tried the concept on for size and, lo and behold – recognized the long-term goals that have been with me all along.

Let me know if it works for you!

Women entrepreneurs follow a common path in terms of self-care: they tend to take care of everyone else before themselves. Such an approach is fine for a few weeks or even a few months, but we usually start to see some negative results after 6-12 months. We may start getting sick more often, or suddenly realize that we are 10 lbs heavier and have lost all of our muscle tone. Or maybe we’re just walking around angry, sad or depressed.

Such a physical and mental state is simply not good for business. We start to forget important client projects, yell at our employees, and generally perform at a lower level. That is why I’m planning the next Body > Mind > Business retreat for women entrepreneurs. It’s a chance to take time out from everyday stress and focus on the three critical elements of our success.

I firmly believe that our business health begins with our personal health. My quest for personal health is a constant up-and-down journey (as you know!). I honestly don’t know if there are any women (or humans!) out there who are always in the perfect state of balance. That would make us inhuman!

Please check out the details of our coming event – I would love to see you there!

Everyone knows how important marketing is, but somehow it always falls to the bottom of our to-do lists. Here are some ideas for quickie marketing tactics that add up to just 30 minutes per day.

Make Some Calls: spend 10 minutes researching a potential new client and then take five minutes and give them a personalized call or e-mail to let them know about the services you provide. This is a modified cold call and is quite effective, especially if you are able to identify a way that you can immediately help the prospective client. TIME: 15 minutes/day

Pitch the Media: everyone knows that PR is a powerful tool, but we usually think of it in big, expensive terms. For a gradual approach, pick one publication and research it to get a feeling for the types of stories covered and who writes them. Then send a concise e-mail to the appropriate journalist, editor or assistant editor with your idea. Follow up with a phone call (you’ll usually have to leave a voice mail) and then move on to another publication. TIME: 4 hours/month

Attend Networking Events: research appropriate groups, and then during each meeting seek out just one or two potential customers or referral sources and focus on creating a relationship with them. This approach can have much higher results than spreading yourself thin and trying to connect with everyone in the room. TIME: 1 hour/month

I have begun to notice a strange little phenomenon in my life. It appears that I have two “protectors,” Envy and Doubt, who are hard at work making sure that life works out for me.

Envy follows me with a whip, pointing out everyone else who has succeeded and will succeed (or just says they have/will). Envy believes that if she doesn’t whip me, I won’t keep running; I won’t keep working; and I will never, ever, catch up with everyone else. She believes that, without her, I will simply stop trying. So she chases me around with her whip, making sure that it doesn’t happen.

Doubt, on the other hand, thinks she knows the truth, which is that I may not succeed. She diligently erects walls wherever she can to divert my path so that I don’t get hurt. Each brick in her wall is made of solid objections: you may not be able to do it; you may not make it; you might not be successful. She believes that, without her, I will fail and become so crushed that I never get up again.

Of course, the harder Envy and Doubt work to take care of me, the more they get in each others’ way. Even as Envy drives me to work harder, faster and longer, Doubt erects walls and obstacles to prevent me from getting anywhere.

This morning I decided to give Envy and Doubt a chance to reinvent themselves and take a stab at putting their energy towards more productive ends. Envy thought that maybe she would like to trade her whip for a pen, so that she can write lists full of good ideas gleaned from other people’s success. Doubt thought that maybe her bricks could be used to create a solid path for me to walk on – one that grows day-to-day based on which direction is best at the time.

We’ll see how well this new agreement works!