Read All About It

The founders of the Levenger catalog wrote the book on selling to serious readers.

For many homebased entrepreneurs, marketing their product or service doesn't come naturally. If your specialty is creating complicated software, for example, what would you know about the details of direct-mail campaigns? Nonetheless, the survival of your business depends largely on finding clients. That's where Marketing Ink comes in. This monthly marketing newsletter is full of tips to help you get your product out there where customers can see it.

Recent topics Marketing Ink featured include:

*establishing a marketing communications budget

*how to make your brochure a successful selling tool

*selling benefits, not features

*direct mail's 60-30-10 rule

"Marketing Ink is particularly effective for small homebased businesses because it provides low-cost, high-yield marketing strategies that can be implemented quickly and easily," says Jim Stephens, co-owner with his wife, Rebecca, of Denver-based Creative Ink Marketing Communications, which publishes the newsletter.

"We designed Marketing Ink for small businesses that want to promote their product or service but don't know how to do it effectively," explains Rebecca.

This newsletter is a great resource for practical marketing communications information. The Stephenses don't just deliver fluff--they give their readers all the details. In the May issue of Marketing Ink, for example, a brief article on effective radio spots advised readers to get the first spot in a lump of ads, spell out your company's phone number (800-FLOWERS), what time to air the spot and much more.

Annual subscriptions cost $69. For a free sample issue, call (800) 749-5409 or visit the company's Web site at

Julie Clairmont is a Walnut, California, freelance writer who specializes in marketing communications topics.

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