The Laughable News

I'm trying to get this off the ground but am having trouble rounding up enough business to break even. I've gone door to door to businesses and most tell me that they want to see the paper in print before advertising in it. I don't want to start printing it until I am breaking even though.

Not sure where to go next...may hire a commission based sales person, but not sure.

When I first started selling, I ran into the same issue – everyone wants to see “it” before they’ll advertise in “it”. Up here, I found most people were just scared that I’d take their money and run. They wanted to see an established product out in the neighbourhood shops.

So, how do you combat this? There are a number of ways:

Give the first week free

• Tell them that you’ll give them the first week free, but only if they’ll agree to advertise for 1 month after that. When the first issue is printed and distributed, bring them a copy. Point out all the locations the newsletter is distributed. They can independently verify it if they so choose. Then, break out the contract and have it all filled in and ready for them to sign.

Offer a Grand Opening Special – ONLY for people advertising in the first edition!

• I offered a huge discount: 50% off.
• Contract length: Min of 1 month, NO MAXIMUM. This further enticed people to take longer contracts because they wanted the best deal possible, for the longest period. I gave them the option of 1 month, 6 months, 1 year. But, you can do anything you like.

Explain that they may “miss out”, as competitive ads are not allowed.

• If their competitor signs up tomorrow, they will be locked out for the duration of the ad.


• you do have to be careful with how you word this, as you don’t want to appear bullyish or rude.
  do your best to show your sincere concern for them.

I would recommend at least having enough to cover your first month of printing expenses before you print your first edition. After all, you are running a business and should be making money – not losing it!

Don’t be discouraged though. These first ads are the hardest. After this, your newsletter will do it’s own selling/advertising. People will come to you because they’ll see the newsletter in their local café and want to be a part of it. Trust me...it will happen!

Commission based sales are also a great option. It will allow you to expand much quicker, and therefore turn a larger profit. There is a topic in the forum about this already. Check it out...it may give you some ideas.

You could create a Special Advertiser/Distributor Issue of the newsletter. Replace the advertisement space with your own ad’s showing why business should distribute and advertise in your publication. When you go to a business you can show them what the newsletter looks like. Having the copy with gives you a nice prop to make your sales pitch and can guide you to the important points you want to mention. You can also leave the copy with the potential customer to review. Do not date the special issue so you can use it for future sales.

Charles Ferry wrote:
You could create a Special Advertiser/Distributor Issue of the newsletter. Replace the advertisement space with your own ad’s showing why business should distribute and advertise in your publication. When you go to a business you can show them what the newsletter looks like. Having the copy with gives you a nice prop to make your sales pitch and can guide you to the important points you want to mention. You can also leave the copy with the potential customer to review. Do not date the special issue so you can use it for future sales.

Oops...I was thinking that you had already printed sample copies, BUT they wanted to see the ACTUAL newsletter in stores before they advertised.

But, of course, Charles has made a very good point! The sample newsletter is the best selling tool. Fill it up with ads from our download section, and a few cartoons, etc. As Charles said, don't date it. Then include it with the package that you give all potential advertisers - newsletter, "top reasons to advertise", "ad sizes and prices", etc.

Thanks for pointing that out Charles.