Jump Start with a Marketing Plan – Part 11
Jump Start with a Marketing Plan – Part 11 – 26th August 2009
The Benefits of Doing Your Own Newsletter
If you have the capabilities, or are interested in cultivating them, there are advantages to doing your own newsletter. Many editors value the opportunities it gives them to talk with customers ad other important people in the industry. One editor commentated that newsletter production keeps her up-to-date on the market and the needs of her clients. She sees the results in increased sales.
The skills you develop while producing a newsletter are also useful for other marketing projects. They’re so handy; it may be worth the investment of time and money to get professional training. You can attend seminars for Web publishing, newsletter editing, design and desktop publishing. To improve your writing, you might take a news reporting class at a community college. The skills you use to write powerful editorial copy can also be used for press releases.
A relatively inexpensive investment in computer equipment and training allows you to create your news broadcasts yourself. With the same equipment, you can produce emailing, Web content, proposals, manuals, catalogs and brochures.
Chances are, your organisation has a lot of hidden production you can draw on to help with other steps in newsletter production. An amateur photographer can take photographs at an industry convention; an illustrator may be able to create professional-looking cartoons. Others may be willing to proof read. The more of your staff you involve, the greater the support and awareness of the publication within the organization.
Advantages of Finding People to Do It For You
One problem people in many organisations face is their lack of time, especially those in small business. In the U.S., 85% of businesses have fewer than 20 people. These small businesses need ways to free their employees’ time for day-today business.
If you have more money than time, hiring subcontractors to write and produce your newsletter may be the path to choose. Even if you’re strapped for cash, you mat still save money and end up with a more effective sales piece.
One of the benefits of using subcontractors is that, over time. You may get better work at lower cost than you’d get by doing it yourself. With hourly charges of £20 to £150, this may be hard to believe at first glance, but a professional can often do the same job in a fraction of the time it would take you. This gives you more time for other marketing tasks, easily adding enough to your bottom line to cover the subcontractors’ fee.
The best part of working with subcontractors is that they rely on regularly published or broadcasted newsletters for their income. That means you have people on your production team with an incentive to complete each issue and get the next one in the works.
To be continued…
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Have a look at our Newsletters webpage for help and assistance with writing and designing your newsletter. It deals with, company newsletters, college newsletters, school newsletters and employee newsletters in particluar. Our blog often focuses on newsletters and we have a page which specifically helps with newsletters as a marketing tool.
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