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Author: Uchenna Ani-Okoye
Writing and publishing a successful newsletter is perhaps the most competitive of all the different areas of mail order and direct marketing.
Five years ago, there were 1500 different newsletters in this country. Today there are well over 10,000, with new ones being started every day. It's also interesting to note that for every new one that's started, some disappear just as quickly as they are started - lack of operating capital and marketing know-how being the principal causes of failure.
To be successful with a newsletter, you have to specialize. Your best bet will be with new information on a subject not already covered by an established newsletter.
Regardless of the frustrations involved in launching your own newsletter, never forget this truth: There are people from all walks of life, in all parts of this country, many of them with no writing ability whatsoever, who are making incredible profits with simple two-, four-, and six-page newsletters!
Your first step should be to subscribe to as many different newsletters and mail order publications as you can afford. Analyze and study how the others are doing it. Attend as many workshops and seminars on your subject as possible. Learn from the pros. Learn how the successful newsletter publishers are doing it, and why they are making money. Adapt their success methods to your own newsletter, but determine to recognize where they are weak, and to make yours better in every way.
Plan your newsletter before launching it. Know the basic premise for its being, your editorial position, the layout, art work, type styles, subscription price, distribution methods, and every other detail necessary to make it look, sound and feel like the end result you have envisioned.
Lay out your start-up needs; detail the length of time it's going to take to become established, and what will be involved in becoming established. Set a date as a mile stone of accomplishment for each phase of your development: A date for breaking even, a date for attaining a certain paid subscription figure, and a monetary goal for each of your first five years in business. And all this must be done before publishing your first issue.
Most newsletter publishers do all the work themselves, and are impatient to get that first issue into print. As a result, they neglect to devote the proper amount of time to market research and distribution. Don't start your newsletter with out first having accomplished this task!
Market research is simply determining who the people are who will be interested in buying and reading your newsletter, and the kind of information these people want to see in your newsletter as a reason for continuing to buy it. You have to determine what it is they want from your newsletter.
Your market research must give you unbiased answers about your newsletter's capabilities of fulfilling your prospective buyer's need for information; how much he's willing to pay for it, and an overall profile of his status in life. The questions of why he needs your information, and how he'll use it should be answered. Make sure you have the answers to these questions, publish your newsletter as a vehicle of fulfilment to these needs, and you're on your way!
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