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Tackle
a Newsletter and Come out on Top...Part 2
Interested
in launching a newsletter but don’t know where to begin? Read
Part One of this article "Tackle a Newsletter and Come Out
on Top…Part 1" at www.iriscreative.com/articles.
Maximizing
a budget
After managing schedule, size, scope, sending, and style of a newsletter,
the last "S" in the list could easily be "Spend."
If launching a newsletter still feels time consuming, expensive
and beyond your experience consider these ideas for getting a professional
look while watching the budget:
- Existing
content :: Just about every industry has resources
to buy, rent or republish (with permission) everything from articles
to complete newsletters.
- Stock
design :: Want a professional look, but custom creative
is out of the question? Try using templates from simple publishing
programs, preprinted papers, or have a designer create a template
that you can fill in every issue.
- Preprinting
::
Have your designer develop a shell that can be printed in color.
You or your designer can typeset each issue, then copy or digitally
print in black.
- Email
:: Skip the printing. Eliminate
printing and postage costs by sending an e-newsletter. From a
simple email to a fully designed interface linked to your website,
the options are rapidly expanding for digital communication.
Maximizing
your effort
Newsletters are a bonus, as articles can be multi-purposed to become
a section on your website, a submission to other online and off-line
publications, the basis for other marketing tools and the outline
for seminars and speaking engagements. That’s four potential
uses from one effort.
Maximizing
your ability
Most professionals are not trained designers, marketers or desk-top-publishers.
Think carefully about the cost/benefit ratio here. If you are putting
in extra hours struggling with details and the results don’t
reflect the style and quality of your business.
The
most important thing to remember when developing any tool is to
think about the why. If you haven’t spent the time to develop
you message, position, brand and strategy you are on a path with
no destination. If you know where you’re headed, a newsletter
can help make it an easier journey.
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