Business & Marketing Ne
S AMPLE ISSU
Volume 1, Issue 1
E ach issue will start
with a feature arti-
cle. These articles will be
about 500 to 650 words and
A budget should never be set
in stone . . . it is simply an
educated guess as to what you
relatively young, (less
than 5 years old);
or you are entering new
A lot of factors can change market area;
are condensed versions of even the best of marketing
longer articles. budgets: fire, strike, natu- or are offering a new
ral disaster, changes in in- product or service;
dustry technology, sales, or do not have the de-
what your competitor does, sired level of sales, this is
and more. Always approach probably the strategy to
budget preparation with the use.
have any sort of established Service isn’t just a word, it’s
understanding that condi-
marketing budget, and the right way of doing busi-
tions will probably change,
that's asking for trouble. obtain an effective cam- ness.
and you may have to change
The budget is needed for paign. If sales are where
your budget, and maybe
two reasons: even your overall marketing you want them to be, then
use 2% to 3% of sales for a
(1) Without a budget you strategy.
In This Issue
could end up letting your
dollars get away from you (2) Establish an advertising Feature Article pg 1
with out realizing it. A How much do you budget? budget equal to 10% to 15%
budget allows you to keep There are two basic schools of what you want your sales What to Expect pg 2
control over your money of thought: to be.
and your marketing, and in What Won’t Happen pg 2
(1) Budget 3% to 5% of If your firm is:
the long run -- your success.
sales for advertising. If you want sales of Articles on others pg 2
(2) The budget will allow
In traditional marketing, $1,000,000 put $100,000 to
you and your agency repre-
when you have an estab- $150,000 into advertising; if
sentative to construct a
lished product or service, you want sales of $50,000
the allocation of a small put $5,000 to $7,500 into
plan. Without a budget
percentage of sales, (3%), is advertising. Maintain this
you may end up spending all
applicable. For some firms high level of marketing until
you can afford in the first
in certain markets, 3% of sales approach the desired
quarter, leaving the rest of
sales may be too high; per- level, then start gradually
the year void of advertis-
haps a lower percentage backing off to the tradi-
ing. A spending plan helps
would be more appropriate tional 3% to 5% of existing
to assure that your ads go
out in the most appropriate for the situation. Likewise, sales.
fashion, and at the most your market may require
profitable time period. you budget more that 3% to
VOLUME 1, ISSUE 1 PAGE 2
What to expect each month
W hat should you expect each
month in the newsletter?
and insights of others. Whether we
agree with the author or not, being
exposed to new ideas helps us formu-
This will just be one
or two that I think
would be of interest
A feature article on some aspect of
late our own perceptions. to people in general. If you have a use-
business or marketing similar to the
ful link please send it to me so I can
450 word “Feature Article” about Budg- So I try to find books that might be of
share it with everyone.
ets on page 1. potential interest and then give you my
thoughts on the book. Not a review as Comments and such. Just brief
These “Feature Articles” will be about
such, but more my reasoning as to why thoughts about business and market-
450 words in length, and are con-
I think many of you might find the book ing to get you thinking.
densed versions of longer articles,
(1,000 + words), that are available for Feedback from you is important, so if
download from my web site. Articles of note. Both from tradi- you have any ideas to make this a
tional print publications as well as more useful publication please send
Interesting quotes from notable indi-
their on-line cousins. them to me.
I’ll present a brief overview along with a The length of the newsletter will vary
Sometimes these quotes will stand
link if it’s an on-line article. Either way, from 3 to 4 pages depending on a
alone, other times I will use them to
you’ll know where the article came variety of factors.
illustrate a specific business situation or
from and how to find it for yourself if
opportunity. So sit back, read, and enjoy. I’ll do my
you are interested in reading more.
best to make each issue useful and en-
Books of interest. There is a lot to be
Useful links. Every day all of us come joyable.
gained from reading the thoughts
across useful sites on the Internet.
W h at w i l l & wo n ’ t h a p p e n
A ny information you might provide
me is strictly confidential.
Also, if I happen to come
across a specific article or bit
Don’t expect to see paid advertising
from outside vendors in the newsletter;
I won’t sell your e-mail address
EN T IA of information that I feel
would be important to a specific
I simply don’t want to dilute the news-
letter with third and forth party advertis-
or any other informa-
FI D field of industry, I will send it to just ing.
tion to a third party.
CON those that I know are in that industry.
You will see ads about my services, and
That does not mean you won’t
For example, if I come across informa- possibly the products and services of my
get a special offer or announcement of
tion that I think would only be of inter- clients. But that’s it.
some sort from me once in a blue
est to just the legal profession, then
moon. Those will be the rare exception, If I advertise a product it is because I
only those who have indicated
normally anything I have to offer you believe in the product. It’s that simple.
they are in the legal profession will re-
will be contained in the newsletter.
ceive that information.
A rt i c l e s o n p ro d u c t s a n d s e rv i c e s
O n occasion I will write an article
about a business and it’s products
ing or former client, I will tell you.
If you think a company or a product
But don’t trash the company; if you
can’t say something nice about them
then don’t say anything at all.
deserves some special attention, please
These are not paid endorsements. let me know. Heck, if you want to write
about it and submit it, please feel free.
I write about the companies that I like,
and those that I think might benefit you If it’s someone you’ve done business
my reader. with that you find outstanding then tell
us about it, I know the other readers
If that company has any sort of relation-
would appreciate hearing about them.
ship with me, such as an being an exist-
rock Henderson has over 25 years of
3707 Hillcross Drive
Louisville, KY 40229 marketing experience. Not only is he
a frequent writer on marketing and business
E-mail: email@example.com topics, but he also gives seminars on such top-
ics as “Guerilla Marketing”, “Selling for the
Non-Salesperson”, and “5 Marketing Tech-
niques that Work and One that Doesn’t”. In ad-
dition to his current role as Marketing Consult-
ant and writer, he has been the Director of Mar-
keting for a large regional ISP, taught Marketing
and Business at a University, and had his own
To contact him directly send e-mail to:
firstname.lastname@example.org or call 1-502-387-7565
G et more!
The newsletter will come out nine
I hope to have the sign up form up,
ready and working by the end of
April, please check back for sign-up in-
months a year, February through Octo-
he first real issue of the newslet-
I’m planning on e-mailing it out during ter should be out as early as
the first week of each scheduled month. May or as late as the first week
It will arrive just like this one did, as a of June.
PDF file. Please bear with me, it simply takes a
Sign up and give us a test drive, it is little time to get everything pulled to-
absolutely FREE. . gether and working.