The Target Advocate

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- Feature Article: Red Light, Green Light, 1-2-Zine: Is a newsletter right for you?

- Featured Network Partner: Jeanne McDonald

- Take Our Member Survey

- NAFE National Conference

- About Doubet Consulting

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March 23, 2005

Vol. 1, Issue 1

Published the third week of every month.


Dear Friend,

Welcome to the first issue of The Target Advocate! After many hours of thinking if the world needed another newsletter geared towards marketing and business effectiveness, I thought The Target Advocate would be different.

Each month, I will address a different area of marketing that business owners are thinking about and provide quick and easy solutions you can implement without spending your entire marketing budget. I will also introduce you to many of the extremely talented individuals I have met through networking. My hope is that you will think of these individuals if you have, or one of your clients has, a need for more information. I am also including a quick survey so I can tailor this newsletter to suit your needs.

In today's newsletter, I discuss when to start an online newsletter or ezine. I can't tell you how many of my clients call me to discuss this topic. While a newsletter was the right choice for me, it may not be for everyone. I will also introduce you to Jeanne McDonald, one of my best networking buddies.

I look forward to hearing your thoughts on The Target Advocate. If you would like me to focus on a specific topic or be a featured networker, please let me know.

See you next month!

- Beth

Beth Silver

Red Light, Green Light, 1-2-Zine: Is a newsletter right for you?

By Beth Silver

So you're thinking about starting a newsletter. Some of my clients who want to start a newsletter are looking to improve the sales for their products and services, and others want to keep in touch with clients, prospects and friends while reinforcing their expertise in their specific industry. However, starting a newsletter is not a one time deal or as easy as sending an email. There are a few more steps to consider:

Step 1: Design a Newsletter Strategy
Like all marketing efforts, every initiative needs a solid strategy. If you don't have a plan, sending out a newsletter will be almost impossible.

  • What are the reasons you are sending out a newsletter?
  • Know who your target audience is. Most of the readers of my newsletter are business owners so I'm offering information that will be useful to their businesses. If I were sending this newsletter specifically to women who play mah jongg, then this newsletter would be a bore.
  • What do you want your target to feel and do when they read your newsletter? I want The Target Advocate to be a valuable tool that people pass on to others and look forward to each month.
  • Determine to whom you are going to send the newsletter. If you don't have time, hire a writer or marketing firm to write each month's newsletter for you and create an editorial calendar so each month's theme is under your control.
  • If you are looking for a great resource to learn about starting your own newsletter, check out Alexandria Brown The E-zine Queen.

Step 2: Newsletter Distribution & Maintenance
Now that you know the type of newsletter you are going to distribute, you need to look at how readers will receive their newsletter.

  • There are many different distribution companies such as Constant Contact, Consult Logic and Cooler Email. Andrew Boardman of MANOVERBOARD helped me choose CampaignMonitor, a relative newcomer but a powerful tool. He has also used CoolerEmail for many years and has a number of clients that have had wonderful results. No matter whom you choose, I found these companies all make it easier than doing it on your own.
  • What will your newsletter look like? All email-publishing providers have templates. You can use one of their templates or use one that mimics your branding. Although I created a customized template, if you are starting your newsletter for the first time I suggest using one of their templates with your logo or sending out a text version.
  • Now that you have chosen an email-publishing provider, begin to think about what your list server documents will look like. List server documents are your welcome, goodbye and confirmation emails. If I learned one thing during this process, it is to be clear and warm.
  • Determine who you are going to send the newsletter to. While there are many different thoughts on who should receive your newsletter, I recommend being cautious. While opt-in and double opt-in seem to be where the trend is going, I suggest learning about the different sign-up options and determine which is best for you.
  • Keep your list clean. Be mindful not to post your list on mass email lists or it will be seen as spam and blocked.

Step 3: Back Pocket
After you have chosen what the newsletter will be about, keep the following in mind:

  • Have more than one newsletter written at launch. You never know your schedule and don't want to be stressing about your next newsletter.
  • Be aware of your readers' reactions. What do they like and don't they like?
  • Be yourself. Let your newsletter be an extension of who you and your company is and most, of all, enjoy it.

These are just a few of the things I have learned while setting up a newsletter. I hope you find this information helpful as you think about starting a newsletter.


I am very excited to feature Jeanne McDonald as my first Featured Network Partner. I met Jeanne over two years ago at a networking event, and we have been meeting and enhancing our network almost weekly ever since. Jeanne and I have met hundreds of professional around NY and are proud to say we have helped get people new clients, new jobs, apartments, and friendships from our network. Liz Lynch even featured out networking style on her newsletter.

When Jeanne is not networking and creating synergies for others, she is a Financial Planner for Northwestern Mutual Financial Network. Jeanne's expertise in personal planning, wealth accumulation, long-term care and retirement helps both individuals and businesses looking for the most comprehensive insurance strategy to suit their needs. If you would like to contact Jeanne, she can be reached at

Jeanne McDonald

Just take 3 minutes to fill out my quick online READER SURVEY
I invite you to take my short survey on what topics you find most useful to your business. Once I confirm the most popular topics, I will offer information in future newsletters as well as free reports and whitepapers.


NAFE National Conference
On March 15th, 2005, I was invited to speak at the National Association for Female Executives' conference in New York City. This conference and gala dinner has NAFE members and colleagues joining women from America's wisest companies - the NAFE Top 30 - that have made women's success a priority. The conference was amazing! The women I met and speakers I heard were wonderful and provided food for thought. In my workshop "Define Your Business...and Conquer," I met women who are eager to learn how to market their business while helping others market and grow theirs. Many thanks to Betty Spence and all of NAFE.


At Doubet Consulting, we help our clients acquire new clients, retain the good ones, become more profitable and move their business forward. We identify, create, and implement effective marketing and business strategies for entrepreneurs and small to mid-sized companies. As Target Advocates we take a comprehensive look at your overall business, ensuring that you effectively meet the needs of your target customers. Businesses often refer to themselves as a piece of a pipeline and we look for and fix gaps in that pipe, making it whole so that it works more efficiently.


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