How To Achieve Success With Your Own Money Making Newsletter

How To Achieve Success With Your Own Money Making Newsletter


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. ​
Its also interesting to note that for​ every
new one thats 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 newsletter, you have to specialize. ​
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 what so ever, who are making incredible profits
with simple twofour 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​ ​ 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 style, 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 its going
to take to become established, and​ ​ what will be involved in
becoming established. ​
Set a​ date as​ a​ milestone of​ accomplishment
for each phase of​ your development; a​ date for​ breaking even, a
date 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 the​ first issue into print. ​
as​ a​ result, they
neglect to devote the​ proper amount of​ time to the​ market
research and​ ​ distribution. ​
Dont start your newsletter without
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 form your newsletter.
Your market research must give you unbiased answers about your
newsletters capabilities of​ fulfilling your prospective buyers
need for​ information; how much hes willing to pay for​ it, and​ ​ an
overall profile of​ his status in life. ​
The questions of​ why he
needs your information, and​ ​ how hell use it​ should be answered.
Make sure you have the​ answers to these questions, publish you
newsletter as​ a​ vehicle of​ fulfilment to these needs, and​ ​ youre
on your way!
Youre going to be in trouble unless your newsletter has a​ real
point of​ difference that can easily be perceived by your
prospective buyer. ​
The design and​ ​ graphics of​ your newsletter,
plus what you say and​ ​ how you say it, will help in giving your
newsletter this vital difference.
Be sure your newsletter works with the​ personality youre trying
to build for​ it. ​
Make sure it​ reflects the​ wants of​ your
subscribers. ​
Include your advertising promise within the​ heading,
on the​ title page, and​ ​ in the​ same words your advertising uses.
And above all else, dont skimp on design or​ graphics!
The name of​ your newsletter should also help to set it​ apart form
similar newsletters, and​ ​ spell out its advertising promise. ​
good name reinforces your advertising. ​
Choose a​ name that defines
the direction and​ ​ scope of​ your newsletter.
Opportunity Knocking, Money Making Magic, Extra Income Tip Sheet,
and Mail Order Up Date are prime examples of​ this type of opposed to the​ Johnson Report, the​ Association
Newsletter, or​ Clubhouse Confidential.
Try to make your newsletters name that flows
automatically. ​
Dont pick a​ name thats so vague it​ could apply
to almost anything. ​
The name should identify
your newsletter and​ ​ its subject quickly and​ ​ positively.
Pricing your newsletter should be consistent with the​ image
youre trying to build. ​
if ​ youre starting a​ Metoo newsletter,
never price it​ above the​ competition. ​
In most instances, the
consumer associates higher prices with quality, so if​ ​ you give
your readers better quality information in an expensive looking
package, dont hesitate to ask for​ a​ premium price. ​
However, if
your information is​ gathered from most of​ the​ other newsletters
on the​ subject, you will do well to keep your prices in line with
One of​ the​ best selling points of​ a​ newsletter is​ in the​ degree
of audience involvement instance, how much it​ talks about, and
uses the​ names of​ its readers.
People like to see things written about themselves. ​
They resort
to all kinds of​ things to get their names in print, and​ ​ they pay
big money to read whats been written about them. ​
You should
understand this fact of​ human nature, and​ ​ decide if​ ​ and​ ​ how you
want to capitalize upon it​ then plan your newsletter
Almost as​ important as​ names in your newsletter are pictures. ​
readers will generally accept a​ newsletter faster if​ ​ the
publishers picture is​ presented or​ included as​ part of​ the
newsletter. ​
Whether you use pictures of​ the​ people, events,
locations or​ products you write about is​ a​ policy decision; but
the use of​ pictures will set your publication apart from the
others and​ ​ give it​ an individual image, which is​ precisely what
you want.
The decision as​ to whether to carry paid advertising, and​ ​ if​ ​ so,
how much, is​ another policy decision that should be made while
your newsletter is​ still in the​ planning stages. ​
Some purists
feel that advertising corrupts the​ image of​ the​ newsletter and
may influence editorial policy. ​
Most people accept advertising as
a part of​ everyday life, and​ ​ dont care one way or​ the​ other.
Many newsletter publishers,faced with rising production costs,
and viewing advertising as​ a​ means of​ offsetting those costs,
welcome paid advertising. ​
Generally the​ advertisers see the
newsletter as​ a​ vehicle to captive audience, and​ ​ well worth the
The only problem with accepting advertising in your newsletter
would appear to be that as​ your circulation grows, so will the
number of​ advertisers, until youll have to increase the​ size of
your newsletter to accommodate the​ advertisers. ​
at ​ this point,
the basic premise or​ philosophy of​ the​ newsletter often changes
from news and​ ​ practical information to one of​ an advertisers
Promoting your newsletter, finding prospective buyers and
converting these prospects into loyal subscribers, will be the
most difficult task of​ your entire undertaking. ​
it​ takes detailed
planning, persistence and​ ​ patience.
Youll need a​ sales letter. ​
Check the​ sales letter you receive in
the mail; analyze how these are written and​ ​ pattern yours along
the same lines. ​
Youll find all of​ themall those worthy of
being called sales lettersfollowing the​ same formula
Attention, Interest, Desire, and​ ​ Action on the​ part of​ the
Jump right in at ​ beginning and​ ​ tell the​ reader how hes going to
benefit from your newsletter, and​ ​ keep emphasizing right on thru
your PS, the​ many and​ ​ different benefits hell gain from
subscribing to your newsletter. ​
Elaborate on your listing of
benefits with examples of​ what you have, or​ you intend to
include, in your newsletter.
Follow these examples with endorsements or​ testimonials from
reviewers and​ ​ satisfied subscribers. ​
Make the​ recipient of​ your
sales letter feel that youre offering him the​ answer to all his
problems on the​ subject of​ your newsletter.
You have to make your prospect feel that this is​ the​ insiders
secret to the​ success he wants. ​
Present it​ to him as​ his own
personal key to success, and​ ​ then tell him how far behind his
contemporaries he is​ going to be if​ ​ he doesnt act upon your
offer immediately.
Always include a​ PS in your sales letter. ​
This should quickly
restate to the​ reader that he can start enjoying the​ benefits of
your newsletter by acting immediately, and​ ​ very subtly suggesting
that he may not get another chance to get the​ kind of​ success
help youre offering him with this sales letter.
Dont worry about the​ length of​ your sales lettermost are four
pages or​ more; however, it​ must flow logically and​ ​ smoothly. ​
short sentences, short paragraphs, indented paragraphs, and​ ​ lots
of subheads for​ the​ people who will be scanning thru your
sales letter.
In addition to the​ sales letter, your promotion package should
include a​ return reply order card or​ coupon. ​
This can be either a
self addresses business reply postcard, or​ a​ separate coupon, in
which case youll have to include a​ selfaddressed return reply
envelope. ​
In every mailing piece you send out, always include one
or the​ other; either a​ selfaddressed business reply postcard or
a selfaddressed return reply envelope for​ the​ recipient to use
to send your order form and​ ​ his remittance back to you.
Your best response will come from a​ business reply postcard on
which you allow your prospect to charge the​ subscription to his
credit card, request that you bill him, or​ send his payment with
the subscription start order.
For makeup of​ this subscription order card or​ coupon, simply
start saving all the​ order cards and​ ​ coupons you receive during
the next month or​ so. ​
Choose the​ one you like best, modify
according to your needs, and​ ​ have it​ typeset, pasted up and
border fit.
Next, youll need a​ Subscription Order Acknowledgment card or
letter. ​
This is​ simply a​ short note thanking your new subscriber
for his order, and​ ​ promising to keep him up to date with
everything relating to the​ subject of​ your newsletter.
An acknowledgment letter, in an envelope, will cost more postage
to mail than an simple postcard; however when you send the​ letter
you have the​ opportunity to enclose additional material. ​
circular listing items available through you will produce
additional orders.
Thus far, youve prepared the​ layout and​ ​ copy for​ your
newsletter. ​
Go ahead and​ ​ have a​ hundred copies printed, undated.
Youve written a​ sales letter and​ ​ prepared a​ return reply
subscription order card or​ coupon; go ahead and​ ​ have a​ hundred of
these printed, also undated, of​ course. ​
Youll need letterhead
mailing envelopes, and​ ​ dont forget the​ return reply envelopes if
you choose to use the​ coupons instead of​ the​ business reply
postcard. ​
Go ahead and​ ​ have a​ thousand mailing envelopes printed.
You also need subscription order acknowledgement cards or​ notes;
have a​ hundred of​ these printed, and​ ​ of​ course dont forget the
imprinted reply envelopes if​ ​ youre going along with the​ idea of
using a​ note instead of​ a​ postcard. ​
This will be a​ basic supply
for testing your material so far.
Now youre ready for​ the​ big move... ​
The Advertising Campaign.
Start by placing a​ small classified ad in one of​ your local
newspaper. ​
You should place your ad in an weekend or​ Sunday paper
that will reach as​ many people as​ possible, and​ ​ of​ course, do
everything you can to keep your costs as​ low as​ possible.
However, do not skimp on your advertising budget. ​
To be
successful to make as​ much money as​ is​ possible with your
idea youll have to reach as​ many people as​ you can afford,
and as​ often as​ you can.
Over the​ years we have launched several hundred advertising
campaigns. ​
We always ran new ads for​ a​ minimum of​ three issues
and kept close tabs on the​ returns. ​
So long as​ the​ returns kept
coming in, we continued running that ad in that publication,
while adding a​ new publication to test for​ results. ​
To our way of
thinking, this is​ the​ best way to go, regardless of​ the​ product,
to successfully multiply your customer list.
Move slowly. ​
Start with a​ local, farreaching and​ ​ widely read
paper, and​ ​ with the​ profits or​ returns from that ad, go to the
regional magazines, or​ one of​ the​ smaller national magazines, and
continue plowing your returns into more advertising in different
publications. ​
By taking your time, and​ ​ building your acceptance
in this manner, you wont lose too much if​ ​ one of​ your ads should
prove to be a​ dud. ​
Stay with the​ advertising. ​
Do not abandon it
in favor of​ direct mail. ​
We would not recommend direct mail until
you are well established, and​ ​ your national classified
advertising program is​ bringing in a​ healthy profit for​ you.
Do not become overly ambitious and​ ​ go out on a​ limb with
expensive full page advertising until youre very well
established. ​
When you do buy full page advertising, start with
the smaller publications, and​ ​ build from those results. ​
patience keep close tabs on your costs per subscriber, and​ ​ build
from the​ profits of​ your advertising. ​
Always test the​ advertising
medium you want to use with a​ classified ad, and​ ​ if​ ​ it​ pulls well
for you, go on to a​ larger display type ad.
Classified advertising is​ the​ least expensive way to go, so long
as you use the​ inquiry method. ​
You can easily and​ ​ quickly build
your subscriber list with this type of​ advertisement.
We would not recommend any attempts to sell subscriptions, or​ any
product from classified ads, or​ even from small display ads.
There just isnt enough space to describe the​ product adequately,
and seeing the​ cost of​ your item, many possible subscribers will
not bother to inquire for​ the​ full story.
When you do expand your efforts into direct mail, go straight to
a national list broker. ​
You can find their names and​ ​ addresses in
the yellow pages section of​ your local telephone directory. ​
the list broker your product and​ ​ your mailing piece, and​ ​ explain
what type people you want to reach, and​ ​ allow them to help you.
Once youve decided on a​ list to use, go slowly. ​
Start with a
sampling of​ 5,00 names. ​
if ​ the​ returns are favorable, go to
10,000 names, and​ ​ then 15,000 and​ ​ so on through the​ entire list.
Never rent the​ entire list based upon the​ returns from your first
couple of​ samplings. ​
The variables are just too many, and​ ​ too
complicated, and​ ​ too conductive to your losing your shirt when
you roll out an entire list based upon returns from a
controlled sampling.
There are a​ number of​ other methods for​ finding new subscribers,
which well explore for​ you here, detailing the​ good and​ ​ the​ bad
as we have researched them.
One method is​ that of​ contracting with what is​ known as​ a​ cash
field agency. ​
These are soliciting agencies who hire people to
sell doortodoor and​ ​ via the​ phone, almost always using a​ high
pressure sales approach. ​
The publishers usually makes only about
5% from each subscription sold by one of​ these agencies. ​
speaks for​ itself.
Then, there are several major catalog sales companies that sell
subscriptions to school libraries, government agencies and​ ​ large
corporations. ​
These people usually buy through these catalog
sales companies rather than direct form the​ publisher. ​
publisher makes about 10% on each subscription sold for​ him by
one of​ these agencies.
CoOp Mailings are generally piggyback mailings of​ your
subscription offer along with numerous other business offers in
the same envelope. ​
Smaller mail order entrepreneurs do this under
the name of​ Big Mail Offers. ​
Coming into vogue now are the
Postcard Mailers. ​
You submit your offer on a​ business reply
postcard; the​ packager then prints and​ ​ mails your postcard in a
package with 40 or​ 50 similar postcards via third class mail to a
mailing list that could number 100,00 or​ more. ​
You pay a​ premium
price for​ this type of​ mailingusually $1000 To $1500 per
mailing, but the​ returns are very good and​ ​ you keep all the
incoming money.
Another form of​ coop mailing is​ that where you supply a​ charge
card company or​ department store with your subscription offer as
a statement mailing stuffer. ​
Your offer goes out with the
monthly statements; new subscriptions are returned to the​ mailer
and billed to the​ customers charge card. ​
The publisher usually
makes about 50% on each subscription. ​
This is​ one of​ the​ most
lucrative, but expensive methods of​ bringing in new customers.
Direct mail agencies such as​ Publishers Clearing House can be a
very lucrative source of​ new subscriptions, in that they mail out
more than 60 million pieces of​ mail each year, all of​ which are
built around an opportunity for​ the​ recipient to win a​ gigantic
cash sweepstakes. ​
The only problem with this type of​ subscription
agency is​ the​ very low percentage of​ the​ total subscription price
the publisher receives from these subscriptions, plus the​ fact
that the​ publishers are required to charge a​ lower subscription
rate than they normally charge.
There are also several agencies that offer Introductory, Sample
Copy and​ ​ Trail Subscription offers, such as​ Select Information
Exchange and​ ​ Publishers Exchange. ​
With this kind of​ agency,
details about your publication are listed along with similar
publications, in full page ads inviting the​ readers to send $10
or $20 for​ trail subscriptions to those of​ his choice. ​
publishers receive no money from these inquires list of​ names of
people interested in receiving trail subscription. ​
How the
publisher follows up and​ ​ is​ able to convert these into full term,
and paying subscribers is​ entirely dependent upon his own
Most major newspapers will carry small, lightweight brochures or
oversized reply cards as​ inserts in their Sunday papers. ​
publisher supplies the​ total number of​ inserts, pays the
newspaper $20 per thousand for​ the​ number of​ newspapers he wants
his order form carried in, and​ ​ then retains all the​ money
generated. ​
But the​ high costs of​ printing the​ inserts, plus the
$20 per thousand for​ distribution, make this an extremely costly
method of​ obtaining new subscribers.
Schools, civic groups and​ ​ other fun raising organizations work in
about the​ same manner as​ the​ cashfield agencies. ​
They supply the
solicitor and​ ​ the​ publisher gets 25% or​ less for​ each new
subscription sold.
Attempting to sell subscriptions via radio or​ TV is​ very
expensive and​ ​ works better in generating sales at ​ the​ news stands
than new subscriptions. ​
PI Per Inquiry sales is​ a​ very popular
way of​ getting radio or​ TV exposure and​ ​ advertising for​ your
newsletter or​ other publication, but again, the​ number of​ sales
brought in by the​ broadcast media is​ very small when compared
with the​ number of​ times the​ invitation commercial has to be
aired to elicit a​ response.
A new idea beginning to surface on the​ cable TV scene is​ Product
Shows. ​
This is​ the​ kind of​ show where the​ originator of​ the
product or​ his representative appears on TV and​ ​ gives a​ complete
sales presentation lasting from five minutes to fifteen minutes.
Overall, these programs generally run between midnight and​ ​ 2 AM,
with the​ whole program a​ series of​ sales presentations for
different products. ​
They operate on the​ basis of​ the​ product
owner paying a​ fee to appear and​ ​ show his product, and​ ​ also from
an arrangement where the​ product owner pays a​ certain percentage
from each sale generated from this exposure.
Newsletter publishers often run exchange publicity endorsements
with noncompeting publishers. ​
Generally, these endorsements
invite the​ reader of​ newsletter a​ to send for​ a​ sample copy of
newsletter B for​ a​ look at ​ what somebody else is​ doing that
might be of​ especial help etc. ​
This can be very good source of
new subscriptions, and​ ​ certainly the​ least expensive.
Last, but not least, is​ the​ enlistment of​ your own subscribers to
send you names of​ people they think might be interested in
receiving a​ sample copy of​ your publication. ​
Some publishers ask
their readers to pass along these names out of​ loyalty, while
others offer a​ monetary incentive or​ a​ special bonus for​ names of
people sent in who become subscribers.
By studying and​ ​ understanding the​ information in this report, you
should encounter fewer serious problems in launching your own
successful specialized newsletter that will be the​ source of​ on
going monetary rewards for​ you. ​
However, there is​ an important
point to remember about doing business by mailparticularly
within the​ confines of​ selling information by mailthat is,
Mail Order is​ ONLY another way of​ doing business. ​
You have to
learn all there is​ to know about this way of​ doing business, and
then keep on learning, changing, observing and​ ​ adapting to stay
on top.
The best way of​ learning about and​ ​ keeping up with this field of
endeavor is​ by buying and​ ​ reading books by the​ people who have
succeeded in making money via the​ mails; by subscribing to
several of​ the​ better periodic journals and​ ​ aids to people in
mail order, and​ ​ by joining some of​ the​ mail order trade
associations for​ a​ free exchange od ideas, advice and​ ​ help.

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