Brainstorm 65 Newsletter inserts

Contributing to other people's newsletters with articles or inserts is an inexpensive and excellent way to reach new markets and tap into the captured customers of another business. Most newsletter publishers welcome submissions from others because finding content for newsletters is an ongoing challenge. If you provide them with non-competing information, you can easily gain access to another company's newsletter. For example, a massage therapist might submit to a chiropractor's newsletter. The services are similar enough to appeal to the same audience, but different enough to offer distinct services. You can either submit a story, or provide an insert to the newsletter publisher. In the latter case, it works much like a joint mailing. You help defray the cost of mailing the newsletter in exchange for letting your insert ride along. Both parties win.

Newsletter inserts have the strong advantage of delivering highly focused markets. When you insert in a regular newspaper, you're getting a general audience. But if you're in the car valeting business, for example, getting your insert into a car seller's newsletter hits the car buyer/owner/enthusiast directly. I can't say enough about the power of highly focused, very tight target marketing. You zero in on highly qualified customers, and waste no resources on shotgun approaches made to a general audience. Newsletter inserts are likely to be far cheaper than general publications, and you can even arrange a barter - get your insert free if you accept an insert from your host in your newsletter.

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