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Good Old Newsletters as
Does the volume of easy mailing make up for wasted stuff? Probably does, but don't discount actual printed newsletters. They ain't dead yet. Sometimes it's good to stand still when everyone else is jumping up and down. Honestly, how many PRINTED newsletters did you receive this week? And how many ezine, email pitches did you get? There are still millions and millions of people out there who don't know how to use computers. There are millions and millions of more people who think reading text onscreen is hard on their eyes, then there are the html formatted ones that just don't parse properly, and the long text ones. Here's the second problem: if you are active on the internet, you'll probably get 100-200 emails a day. Some are newsletters from well-intending folks, but out of the hundred that I get, I quickly scan 2 of them, the rest I just don't have the time to open. You probably do the same -- most newsletters are just a waste of time. Content is King: I think it is Jay Abraham who preaches, the better you know your customer, the better your chances of giving them meaningful, useful information. Go straight to the point, don't use multiple paragraphs to warm up the people. Give good content -- content that can't found anywhere else. Printed newsletters can work a lot better than flyers (about 2%). A wine newsletter (targeted audience, new-product announcements) pulls 30%. Work Arounds: We're doing video newsletters -- saves on reading tiny text on screen and they're a bit different still to stand out. Doing your printed version of a newsletter does not preclude an electronic version, of course. Have both. Ask people which they prefer. Online version can include active hyperlinks, flash, music, movies and narration drawing attention to key points. Here's sample of Rose-Anne's thing that seems to work well. "Be Excellent to Each Other": Cost saving strategy: Talk to your fellow business owners who target the same audience. Establish a 4- or 8-page newsletter where each participant gets a page. Do it on sheet-fed print, one or two-color on good quality paper (like Plainfield Brightwhite 70lbs. or something like that). Everyone writes their own stuff, and you split the cost of printing and mailing. Do an unaddressed business-only-run with your post office, your mailing rate is much cheaper. If it is addressed, talk to your local UPS store about list management and stuffing, etc. Talk to your local postal folks about getting a "publisher's discount" on mailing. Many of the magazine empires have We can help you with newsletters: We can help you with layout, writing, illustrations, cartoons, etc. for printed and online versions. It's a good thing, Martha.
For further information, contact John Kumpunen, Pres. & CEO Copyright©2006 John Kumpunen, Krin.com. |
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