Imagine Having
Your Own Newspaper...

According to About.com, newspapers go way back to ancient China. Stories of interest would be carved on wooden plates, and distributed.

In 59 B.C. the “Acta Diurna” was published in Rome. In 1556 the first “monthly” newspaper”, Notizie Scritte” was published in Venice. The first “weekly” newspaper appeared in Antwerp in 1605, and was called “Relation”.

Here’s the point. Newspapers have been around for quite sometime, and they have every intention of being around for a lot longer. Why........

Because
They Work...

People enjoy reading about things. Whether it’s news, weather, sports, or Grandma’s meatloaf recipe. People are gluttons, for free, valuable information. We can all agree on what “free” means. Something for nothing. Now let’s tackle the tough word to de-fine. “Value”.

You can put 100 people in a room, and you’ll probably get 100 different answers on, what is value. Value carries diversity. We all know the old saying, “One man’s rose....”. That’s true when it comes to determining value. That’s why newspapers are so diverse with their content.

Self-Promoting...

I know this has happened to you. You pick up the morning paper and you read an article about the economy.

Later in the day, you’re having a conversation with a friend, and the economy comes up. You have plenty of ammunition because you just read an article about the economy. What are usually the first words out of your mouth? “I read an article in “The Times” this morning about the economy..........

You see how the “source” of the information is mentioned first. It’s completely sub-liminal to many, but people love referring to “a reference”. It gives their information credibility.

Your Newsletter...
A Source Of Information...

Too many people confuse Newsletters, and think of them as advertising. They’re the furthest thing from advertising. They should be published as a source of valuable, free information.

Business owners that have mastered the technique of the Newsletter found it to be a priceless sales tool. Not only does it retain their existing customer base, it also attracts new business. The response from both existing, and prospective clients is overwhelm-ingly positive.

That’s right. I said existing, and “prospective”. We have a list of testimonials from our client base, that now swear by their Newsletter.

The Free
Sales Staff

One of our clients, who sends out his Newsletter monthly, was perusing an account for almost a year. He tried cold calls. He made the phone calls. He sent the sales letters. He sent the follow up letters. His diligence was worthy of a gold star. However, he never got in the front door. He didn’t quit though. Every month, without fail, he sent them a copy of his Newsletter.

Two weeks ago, out of the blue, he receives a call from this account. They’re expand-ing their business, and would like to discuss working with our clients firm. Needless to say, our client was elated.

He later discovered, it was his Newsletters that generated the call. Although the pro-spective customer never responded to his sales approaches, unbeknownst to him, his Newsletter was being copied and distributed to the staff and employees of his prospect. They loved the articles and information the Newsletter was providing every month.

In It For…
The Long Haul...

Publishing a Newsletter is not something you do occasionally. As dedicated as you are to your business, you should be equally dedicated, to publishing your Newsletter. The majority of our clients send out their Newsletter once a month. We also have clients who publish weekly Newsletters.

Easy Enough To Say…
But How Do I Do This...

Publishing your own Newsletter will seem daunting at first. It may take you a few hours to initially get the hang of it. However, once you catch on, you’ll be doing it in no time flat. In fact, you’ll probably look forward to putting out the “next edition”.

  • Be sure your Newsletters are filled with interesting articles...
  • Articles that will “attract”, and not “repel” your readers...
  • Write your own, or choose articles pertaining to your prospects interest...
  • Find human interest material... i.e. Pet care, Grandma’s secret recipe...
  • Remember..... Informative, valuable, free information.... NOT ADVERTISING!
  • It’s coming “from you”...... make it all “about them”...

Content Is King

When first starting out, the majority of Newsletters are a simple, two page, fold over format. As your experience grows, so will your pages. We have clients that started with a simple, fold over two page Newsletter, and now they have a six page, color Newsletter, with an insert.

The Internet contains a treasure trove of articles. It’s also a great source of information to start writing your own articles.

Forums, Mastermind Groups and Cooperatives are another great source of obtaining articles. We have clients that share articles amongst themselves here at Specialty Marketing Consultants.

Producing a Newsletter is one of the most discussed topics in our Mastermind Groups.

Avoid That Urge...
To Advertise...

One of the hardest things to do, when putting together your Newsletter.....

Avoid blowing your own horn.”

The message you’re sending is all about the customer, or prospect. You’re giving them something “they” find valuable.

You can strategically place a subliminal message in your piece. For example....... Let’s say your company is “XYZ Carpeting”. Your Newsletter is currently 2 pages. You’ve decided, this edition will have 4 articles. Page 1 is going to be a full page. Page 2 will contain the other 3 articles.

The 3 articles on page 2 may be.... “Allergies are on the rise” “Grandma’s Famous Cookie Recipe” and “Healthy Fruits That Lower Cholesterol”. Your front page how-ever is the article on “The best way to get stains, out of your carpet”.

Next month’s newsletter may not even have an article that pertains to carpeting, but because you give your subscribers “content rich” information, they’re going to remember who they got that information from. Their newest newspaper. Your Newsletter.

Never… Ever…
Write About Politics
Or Religion

Unless your client is a politician, or person of the cloth, avoid, at all costs, writing articles about politics or religion. History tells us; the vast majority of wars were started because of someone’s politics, or religion. No one wants war with a client or customer.

The Format...

The top of your page should be your banner. That’s the title of your Newsletter, and usually, the business that it’s brought to them by. Most folks have success by using the “3 column per page” format. It’s found to be the easiest on the eyes. However, it’s your Newsletter. Use what works for you.

“Don’t Call Me
Chief...”

If you're old enough to remember..... The “Superman” television show ran back in the 50’s and 60’s. Clark Kent worked for the “Daily Planet”. His editor was Perry White. A young photographer named Jimmy Olsen constantly called Mr. White “chief.” and a frustrated Mr. White would always say”, don’t call me chief”.

There’s a reason why Superman chose a newspaper as his cover. That’s where all the “hot news” of the day could be found, and Superman could stay on top of what was happening in Metropolis.

Now it’s time for you to become “the chief”.

Make your Newsletter that invaluable piece that will sit on your current, and prospective customers desk. Provide them with content rich information, and they’ll be yours for-ever.