| Professional advice
is key to developing a marketing newspaper that really works.
The Typecraft Direct team of writers, designers and production
people have the experience to find you the best advice available.
The Typecraft Direct team members will actively listen to
your ideas and strive to answer your questions in order to
help you develop a great and effective marketing newspaper.
The following Q&A, compiled by the Typecraft Direct team,
should answer some questions you have about the process of
developing your marketing newspaper. If you have more questions,
or want to talk about getting started, ive Typecraft Direct
a call!
1 What are the advantage
of producing a newspaper, rather than a newsletter?
Looking like a newspaper lends more credibility to your message
than a traditional newsletter format. Plus, with newspaper
pages larger than the traditional newsletter sheet, you'll
be able to capitalize on the use of graphics, charts and photos
in your Typecraft Direct newspaper.
2 How can I tell if
the newspaper is hitting my target market?
Add a coupon, include a fax back survey, or have a phone-in
contest. All of these techniques will let you know whether
your customers - or potential customers - are reading your
newspaper. If you track your responses, you'll get additional
data on which kinds of promotions work for your audience.
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3
How long should the newspaper be?
Typecraft Direct offers four and eight-page options for your
marketing newspaper. These lengths will provide enough space
for your message, but won't overwhelm your customer.
4 What kinds of articles
should I include?
A powerful mix of promotional articles and information your
customers can use. You'll want to include some of the following
in each issue:
- new product announcements
- response devices such as a fax-back coupon
- contests and calendars
- notices about such company changes as a headquarters relocation
or change in president, customer testimonials
- tips on how customers can do better business using your
product or service
- industry news and implications for customers
- expert advice for customers
- expert advice from members of your team, just like this
Typecraft Direct Q&A
You may wish to brainstorm a list of
possible articles before your first meeting with the Typecraft
Direct team. But don't worry, you'll get all the assistance
you need! |
5 How
often should the newspaper come out?
Typecraft Direct recommends publishing at least quarterly,
and not more often than monthly. A shorter newspaper published
more frequently is more likely to be successful than a longer
one published once a year. Being frequent enough so customers
remember the newspaper from one issue to the next is key.
6 Do I need to worry
about copyright?
You can rely on the Typecraft Direct writers to coach you
on a safe strategy - or, if you wish, to take care of everything
in this area. Basically, copyright only becomes an issue if
you use someone else's exact expression of an idea. To stay
out of copyright trouble, always cite the source of information.
When you can, call or write to ask permission to reprint an
article, photograph, or graphic.
7 What changes would
I need to make to put the newspaper content on my Web site?
All in all, you should find your newspaper makes an easy
transition to you home page. You may wish to replace newspaper
photographs with line drawings, as photographs take a long
time to download from a Web site and customers could get frustrated
waiting for them. You may also wish to shorten the articles. |