could have other income streams from selling advertising spots and he could lighten his own load by allowing other people to write for his newsletter.   He doesn't because his main objective is to establish a relationship of exclusive trust with his readers so that they'll purchase only his products and services.   Step 2 - Decide on Newsletter Name and Content   Once you know what the objective of your newsletter will be it's time to come up with its name. The name of your newsletter should be in line with the content of the newsletter.   The content of my newsletter gives marketing best practices for small businesses, hence, the name "The Marketing Best Practices Newsletter."   To jumpstart your thinking, here are the names of a few of my favorite online newsletters (in no particular order): 1. "Trey Ryder's Lawyer Marketing Alert"   Author - Trey Ryder   Topic - Marketing advice for lawyers   Website: www.TreyRyder.com   2. "Words that Sell"   Author - Kris Mills   Topic - Copywriting, Direct Mail   Website: www.WordsthatSell.com.au   3. "Web Business Today"   Author - Damon Zachariades   Topic - Damon's whimsical comments on emarketing   Website: www.ReportSecrets.com   4. "The Referral Minute"   Author - Bill Cates   Topic - Referral tactics for finance professionals