Writing and publishing a successful newsletter is perhaps the most competitive of all the different areas of mail order and direct marketing.

Five years ago, there were 1500 different newsletters in this country. Today there are well over 10,000, with new ones being started every day. It's also interesting to note that for every new one that's started, some disappear just as quickly as they are started - lack of operating capital and marketing know-how being the principal causes of failure.

Publishing and distributing a mail order ad sheet can be very profitable. They are simple and easy to produce, with most quick print shops able to handle the printing at fairly low cost. The important consideration is that you can use them to pull in advertising dollars for yourself, as a free advertising media for your own products, and as an exchange medium with which to get greater exposure for your own ads.

If you undertake the publication of an ad sheet, be sure to consider the possibilities of sending out 100 to 1,000 copies of your ad sheet to other mail order operators to rubber stamp their names/addresses as co-publishers and mail out for you.

Thus, if you had 50 other mail order operators sending out 100 copies each of your ad sheet, you'd be talking about a circulation of 5,000 copies plus the number of copies you mail out.

Almost everyone needs or wants more money coming in, and with this desire most would like to start some sort of extra income-producing project. The trouble is, not many of these people seem able to fit "a second job" into their time schedules.

It's true that most people are busy, but extra time for some sort of home-based extra income-producing project can almost always be found.

Most people are always striving to better themselves. It's the "American Way." For proof, check the sales figures on the number of self-improvement books sold each year. This is not a pitch for you to jump in and start selling these kinds of books, but it is an indication of people's awareness that in order to better themselves, they have to continue improving their personal selling abilities.

When finding radio advertising: Your first step is the initial contact after searching through the SRDS or Broadcasting Yearbook. Actual contact with the stations is by phone or mail. When turned down, simply say thanks, and go on to the next station on your list. For those who want to know more about your proposal, you immediately get a PI Advertising Package off to them via the fastest way possible.

The decision as to whether to carry paid advertising, and if so, how much, is another policy decision that should be made while your newsletter is still in the planning stages. Some purists feel that advertising corrupts the image of the newsletter and may influence editorial policy. Most people accept advertising as a part of everyday life, and don't care one way or the other.

When you have your prospectus prepared, know how much money you want, exactly how it will be used, and how you intend to repay it, you're ready to start looking for investors.

As simple as it seems, one of the easiest ways of raising money is by advertising in a newspaper or a national publication featuring such ads. Your ad should state the amount of money you want - always ask for more money than you need so you have room for negotiating.

The task of raising money for a business is not as difficult as most people seem to think. This is especially true when you have an idea that can make you and your backers rich. Actually, there's more money available for new business ventures than there are good business ideas.

A very important rule of the game to learn: Anytime you want to raise money, your first move should be to put together a proper prospectus.

When writing a newsletter or email promotions you are going to be in trouble unless you have a real point of difference that can be easily perceived by your prospective buyer, the design and graphics of your newsletter, plus what you say and how you say it, will help in giving your newsletter this vital difference.

Be sure your newsletter works with the personality you're trying to build for it.

An interesting case in point: If you use your den or a spare bedroom as the principal place of business, working there from 8:00 to 5:00 every day, but permit your children to watch TV in that room during the evening hours, the IRS dictates that you cannot claim a deduction for that room as your office or place of business.

There are, however, a couple of exceptions we will note to the "exclusive use" rule.