Welcome To The Newsletter’s Newsletter December 2002 The newsletter that specializes in helping you earn more as a professional newsletter writer. It is heavily tilted towards giving you project ideas to use ‘as is’ or in combination with your own unique ideas. Available by subscription only or free to students on the “Secrets Of Successful Newsletters” course. Hot Off the desk of Richard Clarke, head of Proscript. Special Mini Quote Of The Month… “Only a mediocre writer is always at his best.” Somerset Maugham Thank you for your support and enjoy this newsletter… “Choices!” Dear Reader, Every day we are faced with making thousands of independent spirit. small and large choices which all add to the sum total of how rich our life is. We can propel our lives into David thinks Helen’s a pain in the neck point of view. success at turbo speed by understanding how to make the right choices. Helen bought herself two new dresses. It’s a waste of You already know that, ‘thinking makes it so.’ What money. we think (believe in) becomes reality. But although we know this fundamental truth, perhaps because it’s so David wants to prove that Helen’s an angel. simple, and the environment around us is so negative and failure-orientated, it can be hard to grasp this Helen is careful about her appearance. She showers, re- wisdom. touches her make-up and changes into clean clothes. I Here’s a quick scenario which shows how what a think she’s wonderful and still sexy. person thinks, colours the results. Helen and David are a typical couple in their mid- David thinks Helen’s a pain in the neck point of view. 30’s, living in a suburb of London. David can prove that Helen’s a pain in the neck or an angel. Helen hasn’t a clue about how hard I work. She never asks me how my day was, because she’s too wrapped up David thinks Helen’s a pain in the neck point of view. in her own world and selfish to care about me. Sometimes when I ring Helen from work, she’s not at David wants to prove that Helen’s an angel. home. I get suspicious and wonder what she’s up to. Helen never pressurises me with questions about work. David wants to prove that Helen’s an angel. Instead, she greets me with a smile and a kiss content for me to tell her about my day when I’ve had time to relax Helen often pops out during the day to buy ingredients and unwind… for a special meal. She’s a great cook. I adore her Interesting isn’t it? Helen’s actions are exactly the was wasting her time with the Harry Potter stories, that same in both cases, but the different results come from they would never catch on and that magic stories had David’s different viewpoints. He can believe Helen to been done a thousand times already? Joanne’s agent be either a pain in the neck or an angel; his thinking warned her that authors of children’s books never make makes it one way or the other. much money and sixty-four publishers turned down This law applies to any person or situation. Think Harry Potter and the Philosopher’s Stone! something is a tragedy and it will become one. Think If you really believe your idea is fantastic, then don’t your boss is lower than a rat and he is. allow anyone to make you think otherwise. While they If enough people tell you that your great idea is a are busy listing the reasons why it won’t work, sit down stupid one that will never catch the imagination of the and write out a list of why it WILL work! marketplace, and if you start believing that, it will become reality – because once you stop focusing your attention on making it work, your actions will slow Richard Clarke down and procrastination will take over. Head of Proscript Limited I wonder how many people told Joanne Rowling she ProscriptLtd@aol.com Ideas That Create Success… “It’s All Down To YOU!” With plunging stock markets, has nothing to do with you. pause and ask, “What have I contributed to produce this concerns over pensions, we What people don’t realise is that by continually blaming ‘them’ result?” And then more have plenty of things to keep us you are actually preventing importantly, ask, “What can I awake at night! But a lot of us yourself from moving forward, do to put it right or stop it have more mundane things to trapped in a spiral of negativity, happening again?” get worked up about – the forever the victim. All success- Always take responsibility for advertising campaign which focused people take personal what you have in your life and doesn’t appear to be working, responsibility for the events that give yourself the opportunity margins getting squeezed, the happen to them, for the and permission to grow. Be customer who took up hours of decisions they take. They responsible for your own your time and never bought understand that by not taking success! anything, your van breaking down just when you needed it responsibility they will never resolve anything. They have a Rob Warlow most, no cash in the Bank! belief that everything they have Small Business Success Who is to blame for all of these misfortunes? The usual in life, good or bad, is as a response is the Government, the result of their actions. As a tax man, the ungrateful result, they never stop still; they customer, the mechanic, your never pause to lay blame; they next door neighbour, your are continually moving forward, partner. Everyone else in the not being held back by ‘them’. world is to blame except … So what can you do to start you! All too quickly you try and accepting responsibility for find someone else to blame for what happens in your life and our little problems in life. You regain control? Next time, find reasons to justify why it before you start blaming others The Cutting Edge Reporter “Incredible Credibility” (Try saying that really fast ten times!!) Hello! My name is Craig build knowledge. members (or whatever your Austin and I consult with a The secret to a newsletter objective is) through number of people who publish success is that it can lift the recommendation alone. So monthly newsletters around the credibility of your organization you’re going to need an country. over all your rivals. alternative model to work from. Richard has asked me to A newsletter is that model and write a regular column here for The Secret is to Build Trust resource! you on cutting edge information By publishing a newsletter, in the newsletter field. This Think for one moment rather than another sales month I would like to start with about the biggest factor that brochure, you will build the crucially important task of encourages people to buy or credibility, inform your building oodles of credibility join one organization over potential clients, and most and trust, which as you may or another. The answer is “trust”. critically of all - develop vital may not know, is necessary for People go with trust between you and your the profitability of any organizations that they trust or potential marketplace. newsletter. they know from somewhere. A newsletter is the greatest It’s just human nature! But let’s Trust Builds Through credibility building marketing see why? Communication. tool known to man. Imagine for a moment you Re-read that sentence and require an electrician or a So we now know that think about it for a moment… plumber to do some work in building trust is vital and the The public has grown your home. Who do you turn to simple lesson is that the cynical of glossy self- if you don’t have a regular absolute key to building trust is congratulatory brochures and person you use? Nine out of ten great communication. And I sales marketing letters. times you’ll turn to a family can’t think of a better Consider for a moment how member of close associate for a communication tool, than a many times, on average, per recommendation of an newsletter! week you receive a brochure or electrician or plumber that they a letter through your mail trying used recently and were happy Next month I will be to sell you additional credit with. Why is this? The answer continuing on these lines of cards. is that we’ll trust the discussion. Month by month Most the time you just rip recommendation far more than you will start to build on your them up without a glance - we’ll trust somebody who we knowledge of the newsletter right? located via the Yellow Pages. industry and how it In short people have grown Don’t think that the above works…inside out! accustomed to receiving sales situation only exists in home based marketing material. life. No, it exists in business See you next month… But a newsletter is different and all other environments. We - completely different… always prefer to work on That’s because a newsletter recommendation - we always doesn’t appear to seek to sell look for an organization or Craig Austin you anything as its first and individual that we can trust. primary objective. Instead it Now the chances are that seeks to inform, to educate, to you cannot win sufficient work, Simple Business Ideas To Start You Thinking Ambitious Musician Investor Letter Stories For Cash Monthly Letter Found and run a school of investment as a newsletter. Give Bring out a newsletter about Bring out a newsletter for tuition to solo students and how to write short stories for ambitious, amateur musicians. groups about different types of profit. Sell this newsletter from This publication might include investments such as shares, gilt- newspaper and magazine ads ads from: i) employers seeking edged securities, unit trusts, and charge anything up to the musicians; ii) retailers selling USM, antiques, stamps, art, etc. average weekly wage (paid in equipment, accessories and For each area of investment installments) depending on the supplies; (iii) people selling prepare lesson plans and follow contents of the newsletter. used equipment. Also print these closely. interesting editorial The Poet’s Guide Sleep Aid Letter Harley D Letter Letter Set up a newsletter business Create a newsletter which Produce a newsletter about how which sells motorcycle specialises in selling products to write good poetry. If most memorabilia. Put together a which help people sleep. The poets received a small amount catalogue of motor cycle products you sell from this of tuition about how to compose memorabilia which includes: newsletter might include: sleep poems their work would videos, films, posters, inducing cassettes, special improve dramatically. Sell the photographs, books, instruction bedtime clothing, herbal pillows newsletter by advertising in booklets, old magazines and and how to sleep well booklets. women’s magazines. newspapers, etc. Advertise your Company names might be catalogue in motorcycle something like ‘Sleepwell’, magazines. ‘Sleeptight’ etc Comic Enthusiast Trade Letter Letter Easy Money Monthly Publish a monthly newsletter Begin a newsletter which deals in for one trade such as new and old American and Publish a newsletter which has newsagents, grocers, hair British comics. This business a title like ‘Ambitious Person’s salons, book sellers, etc. Each might: 1) sell comics by post from Way to Wealth’ or ‘Clever issue should give: trade news, your newsletter; 2) operate a People Don’t Work Hard’. The management tips, suggestions comics of the month club for contents of your newsletter for improving sales, etc. specialised collectors might be in a vein similar to Joe Organise a direct mail Karbo’s ‘The Lazy Man’s Way campaign to recruit subscribers to Riches’. to your newsletter. Competition “Nostalgia” (Copy) “ Here’s a recap on last month’s streams, green grassy fields, 5. No spelling errors please. competition… friendly faces, their homes and bountiful orchards. It was like 6. In times new roman Before I tell you about the their minds where trying to shut typeface if possible. details of this competition I out the immediate situation and would like to sincerely thank replace it with something much That shouldn’t give you any you for your entry into last more pleasant and appealing. trouble, should it? time’s ‘weird’ competition. (If This symptom was named The winner will get £50 and you entered). The quality of ‘Nostalgia’. By whom, I don’t a chance to write further articles work I received was of a high quite know, but wow, what a for money. There is no second standard and you should really word to think up! prize because…well…there’s start looking for an idea for a That’s where the name no room to print it, but I will newsletter (or a manual) as soon comes from… consider giving paid work to as possible. I mean, why waste So… for this competition, I you if you come second. all that talent? Put it to some would like you to write between The winner’s article will use and make a better life for 600 – 800 words about appear in February’s issue yourself! something from your past that is along with the winner’s details This time’s competition has pleasant and appealing. It would if the winner requests this. If been given the title of be something that would make you market your own ‘Nostalgia’. What actually is you say, “Ah. What a lovely newsletter, please add a small nostalgia? thought!” Something that brings paragraph describing your The word ‘Nostalgia’ was the memories flooding back. publication and I’ll run it. invented back in Victorian Something that you can still The deadline for this times when groups of men used vividly imagine today. competition is January 10th to climb aboard a piece of Something that strikes a chord. 2002. Any entries received after floating wood (or a ship as they And maybe even something that this date will be returned. used to call it!) and head out on brings a tear to your eyes. Sorry! Although exceptional a near suicide mission to articles may be considered even find…erm…whatever they However… if slightly late. found. (crazy I know!) Even if you don’t have a go The voyages in these ships Your story must be within at this competition, it’ll get your would sometimes last the best the following guidelines: brain whizzing back to some part of a year and as a result the pleasant time in your past, I’m crew would start to suffer from 1. There must be a beneficial sure. illnesses caused by lack of lesson within your story. The purpose of these essential nutrients and water. competitions is to get you to Can you imagine seeing enough 2. It must be at least a little start (if you haven’t already) water to sail a ship on but not bit scary in places. writing. Once you start, you get being able to drink it? It’s bad better and better until…you’re enough when I haven’t had a 3. It must use the structure top notch! cup of tea for two hours!! PISDuPS as close as One of the symptoms of possible. Good luck, these illnesses was a dream like state where the victim would 4. It must have an Richard Clarke vividly imagine running emotionally appealing headline. The Creativity Page “Cornerstones Of Creativity” Part 2 of 4 Okay, last month in this the birth of ideas. If you think, increased in number. I then section we discussed creative “Yes! I truly believe that my write the new ideas down. input as one of the four mind will come up with the Sometimes I find that taking a cornerstones of creativity. This goodies.” Then surprise, nice warm bath can let these month we are going to continue surprise it will. Not instantly ideas surface. on the creativity adventure though. It takes time. Not When I think I’ve got with…the period of gestation! forever either. You’ll be enough down on paper I Firstly what is gestation? shocked at how quickly your consider the gestation period The good old dictionary defines mind can process things. And over and move on to the next gestation as “The carrying of this gets faster and faster with cornerstone, which will be young in the womb between practice. discussed next month. conception and birth.” Let’s So believe it! So… to recap. To create take the keywords of that Now, during this gestation something you must input the definition: Carrying between period your mind will present raw materials necessary to conception and birth. Now, if ideas to you at odd moments. create it. Then you must allow we take conception as the Write these ideas down. I your mind to gestate the raw creative input (discussed last cannot stress this enough. materials into more of a ‘unique month) and birth as the output Wherever you are, whatever to you’ concept. This takes a of ideas then the bit in between you’re doing, write down any little time, especially at first, but is the period where ideas are ideas down. Why? Because with practice will get faster and formed in the mind. these ideas that pop up at odd faster. Your mind is infinitely moments are your key words But what’s next? Surely powerful and can rearrange the that you are going to use in the that’s it isn’t it? Not quite. creative input into something work you want to do. There are two more that you understand. This takes What happens with me is cornerstones to discuss and time. I.e. the gestation period. this. I input the raw materials those will be explained in the Before I move on let me tell for the work I want to do. (I.e. next two months. you that you have complete reading) Then I wait for a few Thank you for listening, control over the success or hours and then think about it for have a great Christmas and I’ll failure of this period. If you five minutes. After this five see you in January next year… think, “I can’t get my head minutes, I completely forget round this.” then that about the work. Every now and ‘command’ will go into your then I go back to those thoughts mind and effectively prevent and find that they have __________________________________________________________ Richard Clarke Committed to helping you earn more!