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What's in a newsletter and what good are they
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There is a very large number of mail order dealers who are not familiar with newsletters and the profitability that they can actually bring to
their business. Because they don't understand them, they will avoid them entirely. What they don't understand is that newsletters carry
an air of prestige about them.

Most of us are already familiar and understand what a newsletter is. We have all at one time or another received a newsletter from a
church, club or other organization that is written the particular members of their group. Then there are newsletters that are distributed by
large companies such as General Motors, the United States Post Office, etc. In this case, the newsletters are usually handed out to
employees so that they can stay in touch with managements new policies and procedures. There are also national newsletters that are
targeted to a specific group of people like the business management team of a company. You must keep in mind that there is a very big
difference between a newspaper and a newsletter.

With a newspaper, the writer is trying to give the whole story, or at least as much as possible. A newsletter is written to give only the
cream of the crop in a condensed format. With that said, newsletters are meant to be as short as possible. Newspaper writers will make
their story as long as they could. If a company were to give out a four  page newsletter to their employees, the longest it would take
someone to read it should not be more than 20 minutes. There is a good chance that they will read the whole thing. Nobody reads a
whole newspaper. No matter how much they enjoy reading, there is just too much to read and not enough time. People only flop through
it and read the headlines that catch their eye.

Newsletters are targeted for a particular market. For example, club newsletters are intended for their members to read. Church
newsletters are targeted for members of their congregation. You'll never find a Baptist Church signing up for a yearly subscription to a
Catholic newsletter. You'll never see the Boy Scouts of America signing up for an Alcoholics Anonymous newsletter. Simply put,
newsletters are specifically targeted to a specific audience.

When mail order, or small businesses as a whole, was a small industry, the circulation (the umber of copies printed and mailed) was
sufficient enough for generating orders and marketing. In this day of age, were the mail order business has boomed, large companies
have been forced into bankruptcy and laying off workers. Many of these workers have decided to work for themselves and open up their
own mail order / small business. Becoming unemployed is scary, and they would rather work for themselves instead of putting their faith
in to a company that could suddenly get rid of them. People have found it to be more profitable and secure working for themselves.

Since the mail order and small business industry has grown so much, it is vital to narrow your market and advertise your products to a
specific target market. Decades ago, mail order was simply marketing your small gadgets, jewelry and recipe books. That has changed
tremendously now as mail order is one of the leading industries in the world. You can purchase almost anything that you can think of.

Because of the wide variety of different item being purchased , no business can survive unless they specifically advertise to their niche
market. In other words, you will not be able to sell chocolate to those with diabetes or computer software to people who do not ow a
computer. Even if you were to offer your product for free, these people would pass up on it because they cannot use the product even if
they wanted to. This is when a newsletter comes in to play. Since it is vital these days to target your market (instead of just marketing
your product to a wide circulation); you can successfully accomplish this goal by publishing a newsletter.

Unlike regular advertising, a newsletter will only be mailed to a subscriber list. The subscribers will pay a yearly subscription fee to
receive the newsletter. These people are very important to a business because they have shown a keen interest to be updated with
anything that is going on. Even though you are paid up front, the subscription money must be smartly budgeted throughout the year.
This should not scare you. Many mail order dealers are used of dealing with mailings of 1,000 or 5,000 circulation publications. Some
people will think that it will not be worth it to send a newsletter if they are only going to get 10, 20 or 50 subscribers. This kind of thinking
is a big mistake and will cost a mail order business lots of money. These are valuable customers and chances are that they will
continually bring return business. These people will read and study every single issue of the newsletters they receive. Unlike a regular
mailing campaign, there will not be a large percentage of people who do not even look at the material and throw it away.