One of probably the top 3 questions that rolls in around here goes like this:
“Ben, I want to sell a print newsletter like you do, how do I get started? How many people should I have on my list before trying to sell it? How do you put each issue together? What is the capital of Latveria….?”
And the list goes on.
This is especially true this month, since I talked about the subject in the November “Email Players” issue.
And, I completely understand where it comes from, obviously.
After all, it’s my offer of choice as well.
But, here’s the thing, Pookie:
By virtue of having to ask those questions, those requesting this info are demonstrating they are not ready to sell a subscription offer at all, much less a print newsletter, which is way harder to sell than a membership site, coaching, or other subscription offers that have less moving parts in my opinion and experience. This is especially true of the “how many people should be on my list before I do it?” question. If they had even a modicum of knowledge about the fundamentals of direct response marketing, they would know there is no magical number when you have that many people on your list it is time to start cranking on the launch machine.
In fact, that question shows how even MORE unprepared they are.
But, to throw these chaps a bone, I’ll just say this:
The best time to sell a subscription offer is when your market tells you.
Either directly (which will very likely not happen), or by virtue of you sacking up and writing daily emails — and not just lobbing free tips on social media at people all day as your head gets swollen with high fives & likes at all the supposedly awesome free tips you give away. And, I further argue you should be doing daily emails long enough to get feedback in the form of questions your lists asks, an idea of what they are already buying and spending money on, what formats they prefer to consume info in, how highly in regard they hold you as someone worth following, and dozens of other “tells” that only your list can give you, and not some marketing expert or whatever.
I can’t speak for anyone else.
And, it is probably because I am more methodical at this sort of thing.
But it took me at least 2 solid years of doing daily emails before launching my first newsletter. And, technically, 7 or 8 years, if you count the years I wasted by not mailing daily.
That said, here’s a rule of pinkie toe I advise on this subject:
If you are new, or even newish, to marketing, selling online, and business… don’t even think about selling a subscription offer for a while. Even if you have magical copywriting and marketing powers beyond the rest of us mortals.
Instead, build a list.
Mail it.
Make mistakes.
Learn from those mistakes.
Imbibe the lessons along the way.
And later, when you are ready, you’ll know it. In fact, there’s a very good chance that experience will tell you selling a print newsletter especially is not going to be as profitable or smart as selling something digitally delivered, depending on you, your market’s preferences, your list’s respect for you, your aptitudes, your dislikes, your patience levels, your budget, your ability to think forward, your maturity at meeting deadlines, your character for sticking with decisions, your writing speed & quality, how much you honestly enjoy writing vs making videos or audios, and a whole host of other things.
There might be a few outlier newbie types who have pulled it off.
But, if there is, they are few and far between.
And, chances are you aren’t one of them.
I certainly wasn’t, hence the 8 years…
But, that said, if you are still gung-ho on selling continuity:
Realize a print newsletter is the hardest and most time intensive and most complicated of all the continuity to make work. At least, going by the feedback of every single person I know who has attempted it. Including the ones who were modestly successful, who wisely realized they are better off doing a membership site or selling software or getting people in an app, or doing group coaching, or something else that is not direct mail-oriented.
All right, one more thing about this.
As I mentioned, this question about starting a newsletter comes up a lot.
And because I mail my list so often, and am in touch with them (you) each day, that is one of many ways I know my particular list wants to know more about this particular subject from my particular perspective. Thus, yes, I will be coming out with a comprehensive book about this. In fact, it has been in the outline stages for months, as I keep adding things to it. And, I hope to write it early next year, after I get these multiple software ventures I am embroiled in up and at ’em first.
But, this book will be my entire publishing model from A to Zoe.
It will NOT show you “how to” write emails or craft sales copy or launch products, or build a list, or how to write books/content, or anything like that. It will only show my email-driven print book & newsletter publishing model — the “what” I do — from stem to stern. In other words, everything I do and have done (like everything I sell, it’ll have zero theory, Chuckles) to build & structure the publishing & business side of my outfit.
It won’t be for cheapskates or anyone legitimately on a budget, either.
In fact, to extract the full value out of it, you will have to be a customer of some of my other books & my Email Players newsletter.
i.e. it will not be “newbie friendly” in the slightest.
And it especially won’t be for anyone who can’t be bothered to peel their brains off social media long enough to first get educated in the fundamentals of direct response marketing, copywriting, email marketing, or selling online. Frankly, even for seasoned pros it will be something that requires long months of reading & implementation to make happen, as it’ll be a 2-5 year plan at the very least, even for the fastest and brightest of those who want to do it. This is the culmination of nearly 20 years up in this business, after all. I couldn’t boil this down into a cheat sheet if I wanted to.
But that’s not going to happen until later.
For now?
If you want to be up to speed on my ways of using email to sell, and if you have a list and an offer in place already, I recommend getting in on my “Email Players” newsletter as far in advance as possible.
If that interests you, go to the link below.
If not, then I give you props for reading this 1100+ word email about a subject you have no interest in.
You, my friend, are a trooper.
Giddy-up…
Ben Settle
