So many media, so little money — the lament of the small business owner. When you are poring over your advertising budget, so often, a larger amount is needed to promote your two or three top selling seasons. This bulge can only come out of the steady, monthly budget. Peter, meet Paul.

An ongoing, periodic newsletter can be one effective way to make sure every month, or at least every other month gets its fair share of promotional activity. Newsletter budgeting is solid and predictable, unlike spot campaign budgets. But an effective newsletter is probably more than any of your current employee’s back burner can handle. Take a look at this comprehensive analysis of what it takes to publish a newsletter before you leap. Once you start a newsletter, it’s really difficult to “unstart,” and you don’t want to look foolish in front of your customers.

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