Are newsletter editors taken for granted?

Under-valued?

Treated like part of the office furniture? Patted on the head occasionally, then expected to go away and not bother the grownups?

Unfortunately, I would have to suggest the answer is often "Yes."

What newsletter editors & publishers have to say about Fred Goss     "Finally! A how-to book for newsletter writers & editors that not only informs but also entertains!" - Megan St. John, Principal, InfoCommerce Group     "I've been reading Fred Goss' newsletters for 15 years. I guarantee you will find Fred to be one of the very best and most interesting writers you've ever encountered." - Ed Peskowitz, Partner, UCG, Rockville, MD Click HERE to order.     "I'd only expect the highest quality from anything with Fred Goss' name on it." - Rives Cheney, President, Imagine, Inc., Clemson, SC     "It's amazing how you could take my ramblings and bring them into coherent and, yes, interesting, form for your newsletter. This just proves again what I have always known -- you are a great writer." - Dr. Leslie Norins, Founder of 4 newsletter companies, Naples, FL     "George Lutjen, who used to run McGraw-Hill's Newsletter Center with more than 50 publications, said it's marketing that gets people to try a newsletter, but it's quality editorial, focused like a laser beam on the customer's needs, that keeps them renewing. Click HERE to order.     "Fred Goss knows how to produce a quality newsletter. He produced one for 15 years as head of the Newsletter Association.     "It was Hotline which convinced readers that Goss and the Newsletter Association could help them build successful companies. It was Hotline that provided the "inside tricks of the trade" being discussed in Washington and New York to newsletters around the country.     "If you want to know how to write and produce a successful newsletter, read Goss. If you think you know it all, read Goss anyway. You'll produce a better newsletter, and make more money, if you do." - Joel Whitaker, Editor, Beverage News Daily, Kane's Beverage Week, Soft Drink Letter, PO Box 241, Burtonsville, MD 20866-0241 Click HERE to order.     "Where was this book for the past 15 years as I struggled with freelancers who just didn't 'get it' - and with others entering the field asking me for a good source of newsletter writing guidance?" - Paul Swift, editor, The Newsletter on Newsletters     "The Page 1 story in one of Fred's issues was worth the entire year's subscription to me." - Barrie Martland, Chairman, MPL Communications, Ltd. Toronto, Ontario     "In the 35 years we've published our newsletter, NO ONE has penned a better-written article about our efforts." - Peter Cockshaw, Cockshaw's Construction Labor News + Opinion Click HERE to order.     "We thank Fred for his assistance and support over the years. He has made a meaningful contribution to the success of Computer Economics." - Bruno Bassi, Computer Economics, Carlsbad, CA     "Received my copy and find it fascinating. And you know why it's good? Because it is, as the title says, 'practical.' Good work. I'd recommend it to anyone." - Ron Harrison, Publisher Athletic Director & Coach, Salem, MA Comments on Fred's first book on newsletter publishing     "As I read the book, I'm finding it not only an excellent review, but I'm also making notes on some new ideas. I certainly wish this book had been available when I started our company." - Thomas L. Phillips, Phillips Publishing International, Potomac, MD Click HERE to order.     "After a few minutes reading, I felt like Helen Keller when she learned to sign...it was all I could do to keep from shouting EUREKA!! ... at the top of my lungs." - Bill Asbury, Pencom, Inc. Denver, CO     "Congratulations and a tip-of-the-hat for your book. Newsletter publishers finally have some inside answers to the difficult decisions of newsletter publishing. It's a great help." - Galen Stilson, Publisher, The Direct Mail Specialist, Tarpon Spring, FL     "A realistic guide to follow in launching a newsletter, enthusiastic about newsletter publishing, but candid, almost to the point of pain, about the problems, particularly the problems of getting started." - Richard M. Hagan, Buraff Publications, Washington, DC     "Fabulous, your book is one of the most thorough business publications I have ever read. I am tempted to call it a textbook, except for the fact that it is also well-written and entertaining, two attributes I would never ascribe to a textbook." - Joyce Martin Perez, JMP Marketing & Design, Davis, CA

Here's one indication: A survey just found half of all newsletter publishers don't spend a single cent to train a new editor.

Are they spending time, if not money? Not 25% of them - who spend less than 4 hours training a new junior editor!

Worse - 12% give new junior editors not a single minute of help time from senior editors! Editors at those companies say, "It's sink or swim here."

Are marketers the "teacher's pets" of publishing?

It's easier for publishers to give respect to marketers - because publishers see a direct correlation between the activities of the marketer and their bank account. A marketer sends out a mailing, and the publisher pockets $100,000 net. The Advanced Renewal effort brings in $75,000, right when the publisher wants to buy a new Mercedes.

But here's the problem: If the newsletter lacks editorial meat - soon nothing the marketer can do will bring in the cash.

Because a newsletter has nothing to offer - except the editorial.
Zip. Nada..

Editing newsletters is not that #&@#*%# easy!

If you're not an editor, you may not realize how incredibly difficult it is to create content that isn't already available on the Internet - often in multiple sites.

• Got a news scoop? The second it lands on one site - 50 more pick it up and immediately post it.
• Got a great interview with a mover & shaker? Anyone who Googles the person can access anything he or she has ever said before. How many new things can one leader say about his or her success?
• Analyzing a new regulation? So are a bunch of other reasonably intelligent writers, so how can you find something they missed?

Unlike magazines or newspapers, the entire multi-million-dollar newsletter industry stands upon the single - fragile - leg of compelling content. Newsletter readers demand:

• News that actually is news
• Content they can't read everywhere else
• Analysis others don't offer
• Insights not available elsewhere

Disappoint these readers and they are gone.

And... it takes so little to disappoint! How many perfectly good newsletters have you cancelled for yourself recently? Or just stopped reading?

Today there's an information glut of proportions never before seen or even imagined.

It's the same for free newsletters and e-zines!

If you publish a free, ad-supported e-zine, you may think of your business as more in the magazine model. But it is not. Nobody subscribes to your free e-zine to get the ads - unlike many magazines.

Most e-zine readers don't even "open" your newsletter. They skim your contents in their preview pane to see if there's anything essential. Which means you get anywhere from 2-8 seconds before they move on to the next of 200+ messages in their in-box. Trying to make those 2-8 seconds scream "MUST READ" is incredibly difficult.

Competing against newsletters that invest in their editors

Not only must your editor compete against all the free content on the Internet, they must also compete against other newsletter editors - some of which are getting superior resources.

For example, we found 18% of newsletters surveyed are spending over $1,000 to train new editors. 30% are spending over 3 weeks training them.

And the differences are not just with new editors. 13% of newsletters spend over $1,000 per editor per year to help them polish their skills - and develop new ones - to continue creating compelling content out of thin air.

Of course, not every newsletter can afford to invest this money. Some are hanging on by their fingernails and cash coming in goes right back out to pay the bills. But... if you don't invest in your editors, you risk remaining in this barely-getting-by limbo.

So ... what can we do to help & support our editors?

Unfortunately, I don't have all the answers. In fact, I recommend it as a good topic for a session at the next newsletter conference.

But I do have a small answer. A way to both tell newsletter editors you appreciate the work they're doing, and give them some help they can use.

HOW TO WRITE & EDIT MUST-READ NEWSLETTERS by Fred Goss is both a great resource and a fun read for editors. And both are very important.

TRAINING HELP! This book can save your editors hours - even days! - of training time with new editors. It's the perfect resource to give someone new to newsletters - to get them quickly up to speed on the concerns, tactics, and skills that succeed in newsletter content.

FUN READ! Further, this trip through newsletter writing and editing war stories can bring a smile to senior editors. Remind them they're not in this alone. Remind them others have gone through equally horrible problems - and lived to tell about it!

Why Fred Goss is the perfect author for this topic

There's practically nothing about newsletter writing and editing that Fred doesn't know. He's been knee-deep in the struggles, successes and failures of probably 10 times more newsletters than anyone else.

Fred has been the writer/editor of 12 different newsletters - creating over 800 issues - 7,000+ pages! - of newsletter content.

As Executive Director of the Newsletter Association, Fred learned the war stories of hundreds of newsletters - writing them up in the association newsletter and in his now out-of-print book, Success in Newsletter Publishing, probably to this day the best-selling book on the industry.

Best of all - Fred is not "politically correct." He calls it like he sees it, and his opinions have annoyed the heck out of some people. Why is this good? Because it makes his book an enjoyable - in fact delightful! - read. Even those who already know everything there is to know about newsletter writing and editing will find it both fun and worthwhile.

Say "Thank you" to your editors

Get HOW TO WRITE & EDIT MUST-READ NEWSLETTERS for your editors. It's a no-brainer, because it will:

1. Let your editors know you're thinking about them
2. Let them know you understand how much more difficult their jobs are today
3. Save them a lot of time in training junior editors - time they can spend figuring out new ways to make newsletters more compelling.
4. Give your established editors a mini-break. No, it won't be as good as attending an editorial conference with their peers - but it will give them some of the same value. Both in content and in camaraderie.
5. AND... it might just save you a bundle of bucks! If your new editors receive this guidance - your turnover rates might go down. You won't have to hire (and train) new ones as often!

Click to see the Table of Contents.

Special discount & guarantee!

The lessons in this book took a lifetime for Fred Goss to learn, so a report that lets you learn it all much younger (!) should be valued at $125 or more. And we will be testing higher prices. But, at least for now - you can get HOW TO WRITE & EDIT MUST-READ NEWSLETTERS at just $47!

And... you can look it over and decide for yourself if it is everything you expected. If not, just let me know within 8 weeks and you'll receive a full, 100% refund.

No waiting around!

No need to wait weeks before you can enjoy HOW TO WRITE & EDIT MUST-READ NEWSLETTERS. You can start reading it in just 10 minutes! (Or you can take it home for a read tonight!)

No regrets!

This is one decision you'll regret only if you don't say "Yes." So why take that risk? Get your copy today - then enjoy it for 8 weeks. If for any reason you aren't delighted with it, you can just email me and I'll refund your money. All of it.

Evaluating the risk/reward ratio? Well, this is NO risk and a GREAT REWARD for the editors in your company.

	Yes, I want to pamper my editors and let them know how much I value the hard work they do.
	I also want to save lots of time in training new editors - by handing them this book.
	I want to pay just $47 for this 94-page book. (I understand that this price may go up at any time.)
	I understand that I'll receive an immediate email with my download instructions - and I'll have a full 8 weeks to decide if it is everything you say it is. If I disagree, I can get a full, 100% refund.

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