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A little earlier you learned how you can use ‘pre-advertising’ to help fund your magazine. But, once you have completed your magazine’s content and layouts, you won’t have to ‘pre-advertise’ as much because you actually have something you can show to your prospects. And thanks to PDF files, you can send your magazine in a format that is both attractive and virtual. No printouts are needed, which eliminates any unnecessary costs. The only thing you will really need is a PDF writer, which can be obtained through Open Office. And, (as you learned earlier), Open Office is freely distributed.
But in order to get to this point, you’re going to have to find advertisers to work with in the first place. This is going to be really challenging because although you have a ‘completed’ magazine, you don’t have any subscribers you can brag about. And if an advertiser has any serious money, they’re not going to want to spend it on a beginning magazine publisher.
That leaves you with one option: offering low prices to small businesses. Now, in Chapter 2, you were briefly introduced to the concept as you learned how Internet marketers can be a powerful source for your funding. But you can also focus on offline mom-and-pop businesses in your area. All you have to do is make an appointment to speak with the owner of each establishment… a process that doesn’t have to cost you any money.
However, if you want to win a contract, you are going to have to present yourself professionally. So, if you can afford it, go on and print at least one copy of your magazine. This will be the physical copy you show your prospects. You can still give them a virtual copy, by either putting it on CD for them or asking them if it’s okay for you to send it as an email attachment. Either way, your prospect gets an opportunity to review your magazine as many times as they want.
Anyway, after your prospect reviews your magazine, you’re going to have to try to convince them why they should advertise with you. And, since you don’t have any subscribers yet, you will probably have to go on and share your marketing plan. This won’t be as powerful as actual numbers, but if it’s thorough enough, it could still be convincing for some people.
You can conclude your presentation by discussing your magazine’s pricing structure. This is where you’re going to have to use the most discretion. If you charge too low, some business owners may think your magazine isn’t legitimate. Others might be thrilled to get their business advertised in print, especially if they think your magazine is going to be promising.
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