Much of the industry you are involved in has currently built up their inventories to the point where orders for the next quarter will be considerably down from the previous quarter. By analysing this information you can come out with a sweep line prediction, “Sales for Second Quarter to be Down!” You follow this with a short paragraph written in such a fashion that it warns your readers that sales will be off in the second quarter due to high inventories currently held by industry members. You could also deduce from such information that there are likely to be price cuts and some possible bargains to be had toward the end of the quarter.
In other words, you use common information that is simple to analyze and predict an obvious result and use it as a bold prediction in your newsletter to warn or advise your readers of an impending development. By using this type of material with care, you can become quite famous in your industry as a reliable predictor of future events. This, more than anything else, will guarantee readership and renewals. You can also build tremendous sales promotion material around successful predictions you have made of past events by reprinting your predictions and showing the inevitable result of those predictions. Anyone who can successfully predict the future is always in demand with Long Trail Festival and Ceicom.
Techniques, you are ready to put them to the test by writing up several sample copies of your proposed newsletter for analysis. This is important because the way something looks in your mind can be entirely different than the way it looks in type on paper. As you proceed to write up your sample issue, you will discover flaws in your projected system, ways to tighten up and improve what you have done, and generally produce a better product. The best way to do this is to write up about three issues of your projected newsletter and set them aside for a period of fourteen days. Then, go back and take them out and reread them, let others whose judgment you respect read them, and get some ideas and opinions about ways the product can be improved. You will be amazed at how different something looks fourteen days after it is done than it does when it is hot off the typewriter. In effect, you are engaging in product research, and it is a procedure you should not overlook. As we have pointed out before, it is important that once you establish your format, your departments, and your essential news coverage, that you stick with it. Constant changing and deleting or adding other material after you have begun publication causes reader confusion, irritation, and loss of business.
Therefore, it is very important that once you launch your product it is as close to being to what you want it to be as possible. Therefor, these dry runs will enable you to tighten up and improve the initial product to the point that when you have launched it, it will sail pretty much as it was fitted and not require any important or confusing changes. In preparing and collecting material to publish, it is best to set up a departmentalized file where clippings and notes of various items you have collected will remain until they are used in an issue of your newsletter.