Producing Newsletters On CD
Brandel Communications is currently developing a newsletter that will be released on Compact Discs, mailed to you once every two months.
The subscription rate is $195 a year. (Our production cost: around $3 per CD. With 6 CDs a year, our total cost is $18 per subscriber.)
Instead of print or video, we have decided to tap the CD market, the fastest growing communications media.
Minimum Start-Up: $2,500
Average Start-Up: 10,000
Profit Margins: 50% to 75%
One Person Business: Yes
OPPORTUNITY SEEKERS
To offer a subscription to this (still unnamed) newsletter, we are running full page ads in opportunities magazines, as well as implement a direct mail campaign.
Our initial marketing thrust will be directed at individuals seeking to start their own business, or a second source of revenue.
The Biz Opp market is at a strategic crossroads where new economic opportunities intersect with our growing disenchantment with conventional employment.
This market thinks! And it is quick at recognizing new opportunities. This is why we decided that the growth of How-To CDs depend on the variety of titles available.
WE CAN REPRESENT & SELL YOUR CD TITLES
While we are selling subscription to our newsletter, we offer customers the opportunity to purchase other CD titles.
We also have a regular New Titles ad which lists new Power Guides and How-To CDs available.
Every time we send out a newsletter and a catalogue, we include your CD on our title list and orders are sent directly to you. We do not take a commission or a percentage of your sales.
Your customer’s orders and payments come directly to you. You fulfill the orders and keep the money. We will design and print your ad for you.
CREATE YOUR OWN NEWSLETTER
We will accept advertising from those of you who plan to produce your own CD newsletter.
Producing a newsletter on CD allows you to collect subscriptions in advance, which is extremely helpful in generating cash flow during your start-up stages.
Producing a newsletter gives you a continuing link with a market that shares your common interests. Consider also the interest factor for a newsletter in CD form is quite high.
Making Money With Giveaways
The guy who thought of giving away free rolls of film every time you have your films developed at his photo center - is a genius!
You know the rest of the story, and so do thousands other photo centers around the world who copy this excellent promotion.
STRETCHING DOLLARS
A budget conscious market is always out looking for a free lunch. For this reason, you can build a marketing system that self-liquidates its associated cost, distributing gift certificates that offer free this or free that - all the customer has to do is pay a minimal shipping and handling charge.
FREE SOFTWARE
In Las Vegas, I met a poker player who sells software he put together for $29 and higher.
To double the volume and reach other markets, he decided to repackage his software. He gave it a new name, made a new floppy disk label, and offered it at a ridiculous price: FREE
To receive the software, all you have to do is fill out the gift certificate and send it back to him with $8.69.
THEY WENT APE!
He was giving the certificates to schools, businesses, and stores who give away the certificates as their own promotional gifts to their customers. Because the cost to produce and mail this disk is cents, he was making $8 with every certificate that was redeemed for the free software.
$800,000 IN 27 WEEKS
Take a snapshot of this picture: Say, a total of 1 Million certificates were circulated. Let’s say you paid half a penny to print and distribute these million certificates. Your cost is $5,000.
If you generate a 7% conversion, you’ll earn $560,000.00
NUMBERS GAME
If you give other people permission to make copies of and give away your certificates, your cost to circulate 1 Million certificates will go down. But your opportunity to make money remains the same.
1% response = $80,000
2% response = $160,000
3% response = $240,000
5% response = $400,000
10% =$800,000
Producing Biz-Opp Expo Seminars
In this information Society, we have an insatiable appetite for knowledge. Add to this our desire to network with people who share our interests, professionals in our own trade.
Minimum Start-Up: $1,500
Average Start-Up: 10,000
Revenue: $25,000 - $5Mil+
Profits: $20,000 - $1Million
One Person Business: Yes
For these reasons, seminars and expositions have continued to grow. At a time when the explosive growth of electronic systems offer abundant ways information can be delivered, we continue to prefer the old fashioned, person-to-person contact with our peers.
OPPORTUNITY SEEKERS
As seminars become more and more specialized, the number of seminars continues to grow. According to industry statistics, there are over 1000,000 seminar sessions each year. There seems to be a wide spectrum of topics on which to develop a seminar.
The Business Opportunities market is at a strategic crossroads where new economic opportunities intersect with our growing disenchantment with conventional employment.
Thus, our continuing search for a “better way to earn a living” makes Business Opportunities Expos and Seminars one of the most profitable products.
Remember, where our economic interest lies, we are all opportunity seekers. And that’s a huge market.
TABLE-TOP EXPO
The most cost effective way to produce a “Start A Business” seminar is to have sponsors cover the cost of promoting the expo/seminar.
In exchange, you can arrange for sponsors to have a mini expo. Compared to conventional expos that use booths for exhibits, a “table-top expo” can take place in a foyer or hotel lobby.
A number of tables can be arranged where different, non-competing sponsors can consult with attendees regarding business opportunities being offered.
THE $10 EXPO/SEMINAR
If all your marketing and production costs are paid for by participating sponsors, your revenues will depend exclusively on admission.
In a city of 1 million or more people, it is reasonable to project an attendance of 2,500 to 3,500, each paying $10 for 3-hour seminars and an on-going consultation-style tabletop expo.
IF YOU DON’T HAVE A MODEM, YOU’RE MISSING OUT ON FREE PROGRAMS AND A SECRET LOW-COST MARKETING SYSTEM YOU NEED TO USE!
The computer is now viewed as the most essential business tool available. The only problem is, many businesses buy a computer just for the sake of having one, with no plans as to how the computer will be used. Sure, they start to type letters on it, maybe a few marketing documents, and the customer list goes on it, but that’s the extent of computer use for many businesses. Some don’t even get THAT far. Well, those businesses are missing out on a valuable low-cost marketing opportunity open ONLY to computer users. To take advantage of this opportunity, you need to have a MODEM. First, I’ll tell you what a modem is, and an overview of how to use it. Then, I’ll let you in on some valuable marketing secrets.
WHAT IS A MODEM AND WHAT CAN I USE IT FOR?
MODEM stands for MOdulator DEModulator, and it’s just a fancy name for a telephone hookup for your computer. Modems can either be a card that is easily installed into your computer, or it can be an external unit. Basically, the only difference from modem to modem that the average user needs to worry about is the speed. Modem speed is indicated by a BAUD rate, which indicates how many “data bits” are transferred per second. The most common baud rates for modems are 300, 1200, 2400, 4800, 9600, and 14,400. Don’t get a 300 or 1200 baud modem, as they are outdated and too slow. A 2400 baud modem is sufficient for most people and is very economical (usually $50 or so).
With a modem and a special computer program called a terminal program (one is usually included with the modem), you can call up other computers and communicate with them, including transferring programs and files. You can communicate with individual computer users, or through BULLETIN BOARD SYSTEMS, or BBS’s, which are services run primarily by private individuals.
When you call a BBS, you are instructed to type your name and a password of your choice. If it’s your first time calling the BBS, you will usually go through a short registration process, similar to filling out a form. This is all done on your computer. The information you type on your end is sent through the phone line to the system operator’s, or SYSOP’s, computer, which is running the BBS. Once you are registered, there may or may not be a membership fee, depending on the individual SYSOP, though most will allow free use of their BBS by non-members for a short period of time each day. This will be all the time you’ll need, though, to use the methods I’ll describe in this report. There are also large ON-LINE (accessible by modem) services you can call, such as Compu-Serve, Genie, America On-Line, and others. These are basically the same as BBS’s, but on a much larger scale, and all have monthly membership fees, with most charging by the hour.
WHY SHOULD I CALL A BBS?
That’s an easy question to answer. The two main features of the average BBS are FILES and MESSAGES. Files are computer programs that you can DOWNLOAD (or transfer) to your computer. Here’s a simplified explanation of how you do it: First, you select the file you want from a list on the BBS. Then, you tell the BBS to send the file to you. The file is sent through the phone line to your computer. Then, after you LOG OFF (leave) the BBS, you can use the program just like any other computer program.
This process can also work in reverse. You can send a program you have written or acquired to the BBS, so other users can download it and use it. This is called UPLOADING a file.
Keep in mind that copyrighted programs, like the ones you buy in a store, CAN NOT be uploaded to a BBS. This violates copyright laws. The programs you find on a BBS will be either public domain (anyone can copy them and distribute them), or shareware (free for you to copy and try out, but there is a registration fee if you use the program regularly). Also, if you find a BBS that has commercial, copyrighted programs available for downloading, DON’T CALL IT AGAIN! You can get in BIG trouble if you mess around with copyrighted programs, including fines, jail terms, and confiscation of your computer. You won’t need to worry about this, though, if you stick to legitimate BBS’s.
BESIDES FREE PROGRAMS, WHAT OTHER BENEFITS CAN I GET FROM A BBS?
The other function of a BBS is messages. On almost any BBS, you can leave a message, either to a specific user of the BBS, or to everyone. You tell the BBS who the message is for, a short description of what the message is about, and then type the message, or upload a previously typed message. Then, when the person you’ve left the message for accesses the BBS, he or she will see a note on their screen telling them they have mail. Or, if you left the message for everyone, anyone who enters the message area of the BBS can read the note you left.
Many BBS’s participate in NETWORKS, which allow you to leave messages for people who don’t call that particular BBS, but call another BBS that is a member of the same network. There are many different networks, some dedicated to special interests or hobbies, others more general. Here’s how they work: You leave a message to either a specific person who can access the network on a BBS they call, or the message can be for everyone. The SYSOP of the BBS you call then collects all the messages in that particular network and transfers them by modem to the network headquarters, which could be in an entirely different state. At the same time, the SYSOP receives a packet of new messages from the network headquarters, these having come from the other member BBS’s. This distribution method means you can leave a message on your local BBS to, for example, your friend in Hawaii, who calls a BBS that belongs to the same network. In a few days, your friend will see a “mail waiting” note when he or she accesses the BBS. Many times, this will happen faster than if you sent a letter through the mail!
Hopefully, this will give you a basic understanding of what BBS can do for you. The programs alone will be exciting enough for anyone who hasn’t been exposed to this before. For example, the BBS I frequent, Radio Daze, has over 65,000 programs that can be downloaded! But what about the marketing secrets I promised earlier?
HOW TO USE YOUR MODEM TO MARKET YOUR PRODUCTS AND SERVICES AT LOW- (OR NO-) COST
The networks are the key to effective marketing with your modem. Remember that I said you can leave a message that everyone can read. Why can’t this message be an ad? Ah ha! I have used network ads extensively to publicize my newsletter, Small & Home Business Journal, and it has been very successful. I’ll use my marketing methods as an example.
One of the advantages of the way Small & Home Business Journal is published (on disk, instead of printed) is that, for all intents and purposes, it is a computer program. I made the first issue a sample issue that is copyright free. I then uploaded the sample issue to Radio Daze BBS, as well as CompuServe, one of the huge national on-line services mentioned earlier. Thus, people could download the sample issue into their computer and use it, the same as if I handed them a copy on a disk. This vastly reduced my marketing expenses, as I could get a sample issue to someone without the expense of the disk and mailing.
Here’s where the crafty part is. I then composed an ad on my word processor explaining the benefits of reading SHBJ. At the end of the ad, I noted that there are two ways the reader could get a sample issue. Either they could send two first-class stamps to me, and I would send a sample on disk, or they could download a sample by calling Radio Daze BBS or CompuServe. I saved this ad as a text file, then called up Radio Daze, which participates in a number of networks. I went into either the small business area or the classified ad area of each network (networks are usually composed of a number of message areas, making targeting easy) and uploaded the previously typed ad as a message readable by all. For the message description, I tried a number of different descriptions, with the most successful being “Make more $$ now!!!”.
My ads then were sent throughout the networks, and were seen by others across the country as early as the next day. Soon, my sample issue was being downloaded or requested by people who sent postage. Around once a week, I repost the ads, and get new requests and downloads. SYSOPs of other BBS’s have made the sample issue available on their BBS’s, increasing my exposure. As a result, hundreds of people have gotten a sample issue of SHBJ. How much has this cost me? NOTHING. ZIP. Well, actually, I paid a yearly membership fee of $40 to belong to Radio Daze. But, when figured in with all the programs I’ve gotten from Radio Daze along the way, the expense has been incredibly low. Also, I’ve had to provide a disk to anyone who’s sent in 2 stamps. But, you know what? When people see that they can make one phone call with their modem and IMMEDIATELY have a sample issue, instead of having to wait for the mail, almost all will use that method. Wouldn’t you? I know I would.
How can you use this method to promote your products and services? On a local level, you can post an ad on your local BBS(s) telling the BBS users how they could benefit from what you have. Give BBS users a special discount if they tell you which BBS they saw your ad on. This way, you can gauge the effectiveness of each BBS. If you sell a product or service by mail, use the networks. I’ve had users in almost every state get a copy of my newsletter. Don’t try to sell your product or service directly from the ad, unless it’s inexpensive. Rather, use the ad to generate inquiries, and follow up with a complete sales package through the mail.
TIPS TO REMEMBER WHEN USING THIS POWERFUL MARKETING METHOD
In your ad, as with any ad, don’t ramble on and on about the features of your products/services. Instead, hit hard and early with the direct benefits the consumer will experience. Tell them “what’s in it for them.” This will generate interest, rather than boredom.
Be sure you put your ads in the right network areas. For example, I limit my advertising to the small business areas and classified ad areas. I don’t think many people in the genealogy areas or gaming areas would be interested in my newsletter. It would waste my time.
Don’t over-advertise. I limit my ads to once a week. If you post your ads daily or even multiple times per day (I’ve seen it happen), it clogs up the message area and turns everyone off to what you have to say. You will be advised by whoever’s in charge of the network to either cut back on your ads or, if you continue, to cease and desist. Remember, you aren’t the only one using these message areas. The message areas were designed with discussion in mind, but advertising is permitted if you don’t overdo it.
Make sure your ads are appropriate and in good taste. BBS users come in all ages, so if your product or service is for adults only, confine your advertising to “adults only” BBS’s and networks. Use the same common sense you’d use if you were advertising in a magazine.
Every BBS will have rules stated regarding usage of the BBS. Follow these rules. You’ll find yourself barred from using the BBS if you don’t.
CONCLUSION
Used properly, this marketing method can inform large numbers of prospects quickly (no real lead-time, other than message transfer) and cheaply (no cost, other than membership fees, though non-members are almost always allowed to use message areas and networks - it can be totally free!). If you don’t have a modem, by all means go out and get one! You can get a modem card for your computer for as cheap as $50. You can even get one that can also function as a fax for around $100 or less. That’s peanuts, considering the benefits you’ll get from having one! If you already have a modem, but never put it to use, now you know what to do. Now go do it!
RESOURCES
Here’s a short list of computer services and BBS’s you should try with your modem. You should be able to get phone numbers of BBS’s in your area by consulting computer user groups.
America OnLine - Call (703) 893-6288 for information on membership and phone numbers.
CompuServe - Call (800) 848-8990 for membership information, and (800) 635-
6225 to get a local access phone number.
Delphi - Call (800) 695-4005 for questions or call (800) 365-4636 with your modem, press return, at password type BW34 for a free trial!
Radio Daze BBS - Call (219) 256-2255 with your modem and follow the registration process. Information about membership and non-member use is provided.
5 WAYS TO GENERATE QUICK CASH YOU NEED BY RUNNING A MINI-BUSINESS, PART 5 of 5
Continuing from part four, mini-businesses:
INCREASING YOUR INCOME FROM YOUR PRESENT BUSINESS
The easiest way to bring in more income quickly is to offer a special price or package of your current products or services. Your only upfront expense will be getting the word out about your special. Depending on the type of business you run, this expense could be minimal.
For example, one of the services I offer, in addition to my publishing efforts, is custom typesetting and layout work. I could offer a special price for a limited time, or a quantity discount off my normal per-page pricing. In this case, the most cost effective marketing method I could use would be to prepare a flyer for the special (no cost to myself but time spent creating the flyer and copying costs), and distribute it to my best customers and those prospects I would most like to have as long-term clients.
Besides the quick business I’d get from the special, I may entice a few newcomers into my fold that will bring long-term business my way. Used correctly, this technique can provide the quick income you need, while building your permanent customer base.
CONCLUSION
Every business has hard times at the start. That’s just a fact of life or the self-employed. It doesn’t have to be so bad, though, if you plan ahead and take whatever steps are necessary. Package your products and services for quantity sale. Run a small secondary business. These are the ways to reinforce your main business and keep it afloat in rough water.
This is part four of a five part series. Click to read part one, two, three, or four.
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