We’ve all been there. The first time it’s new and exciting, but before long it’s routine, pedestrian and you find yourself looking longingly elsewhere for distraction.

It’s the same for everyone who has ever set up a newsletter, ezine or blog. It starts as a novelty, unpredictable and exciting, but once it becomes clear that we’ve committed to a relationship – even worse – a relationship which out of necessity is based on routine, we’re suddenly desperate for our freedom.

So, what can you do to put the spark back into your relationship and ease the transition from one night stand to a lasting love affair? Let Agony Aunt Gill Booles give you some friendly advice:

  1. Know what you want: Accept that when you start this relationship you’re going to be there for the long haul. Think about your time and resource before you commit and if you need them, hire any extra hands.
  2. Know your audience: Before you start identify your audience. Who are they and how can you reach them? Nothing will kill your communication faster than poor targeting.
  3. Time: To make any relationship work, you need to invest time and effort to nurture and make it grow. The good news is the time doesn’t need to be yours. Hiring a writer to put in the hours will allow your communiqué to blossom.
  4. Keep it fresh: Nothing can kill a relationship (or bore your readers) quite like predictability and let’s face it, we all get stale. If you’re starting to flag, bring in a freelancer to put the pizzazz back into your publication.
  5. Revisit your goals: Once your communication is established, it’s always good to take a long hard look and make sure it’s working the way you wanted it to. And that it’s being read. Evaluate and revamp if required – it’s the communications equivalent of a romantic weekend for two.