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t, it will take the printer how many days to deliver
the printed materials. How long will it take a typist to finish the
copy, and for you to decide on the final layout?
How long will it take you to research and write material for your
newsletter? This may be a deciding factor in the size of the
publication. Perhaps you'd prefer to get a four page newsletter out
every other week rather than an eight-page newsletter out every
month.
If your topic is filled with today's news, then you'll want to get
that out to your subscribers as fast as possible. Other subjects can
be done monthly, bimonthly, or even quarterly. Be careful with
infrequent mailings, however, because the subscribers may just
forget about it. And what use is a small newsletter only a few times
a year?
You must deliver the newsletter on a regular basis. Whatever
production schedule you've decide on, keep to it. Later, when it's
successful and you have more people to help you with it, you may
step up the production and publish more frequently.
GETTING SUBSCRIBERS
Thin about where the people who would want your newsletter are, and
go find them.
Do you have access to mailing lists directly related to your
subject matter? Maybe you already have a small business selling
information, or have access to a customer list of people who buy
similar information.
You can purchase mailing lists that have every demographic
breakdown you can imagine. What is the profile of your potential
subscribers? Think about those people, and write down their
attributes. Write down the age group, sex, education level, income,
wh ere they live, perhaps the type of housing accommodation. A good
list broker can work out the best lists to give you results.
A sure way to build up a potential subscriber mailing list is with
a drawing at a trade show or convention. You can have cards printed
up for people to fill in their names and addresses. All attendees
would be interested in the subject matter of your new sletter.
You can take out display ads in the trade magazines that cater to
the topic you are pursuing. Include the full details of your
newsletter, or use a leader to get inquiries, and send the details
later. Especially with the prices of newsletters, you may want to
prepare and send out literature and samples rather than go for a low
response.
Prepare a direct mail piece that describes the benefits and
features of your newsletter and pushes for subscription. You can
offer a special free booklet to new subscribers, or a discount. You
may include a sample newsletter in the direct mail piece to show
how worthwhile the publication is.
Selling newsletters - like any other direct mail or publishing
enterprise - takes a lot of testing. You need to test the initial
response to the idea of the topic; and the response to the first few
newsletters produced.
Pricing is always a tricky aspect of selling information. How high
can you price your newsletter and still keep the number of
subscribers to make it profitable? You'll find through testing that
there's a plateau, and subscriptions will fall off when the price
gets too high.
Frequency of publication is also important. Although you may be
able to prepare and publish a weekly newsletter, your subscribers
may not be able to keep up with reading it, and prefer a monthly
subscription.
Any good mailing list shoul
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