Creating a newsletter is one of the easiest, low cost ways to reach your customers. But they have to be produced right in order to be effective.
Time Required: 2-4
- Your Newsletter's Name - Be creative when choosing a name for your newsletter. Most companies stick their newsletter with the same name as their company but there are ways to improve its marketability. Example: Your company's name is Joe's Tree Nursery. "The Treehouse" has potential and makes your newsletter sound fun to read.
- Stay Away from the Sales Hype - Your newsletter is supposed to be informative, not a booklet full of advertisements. If the stories in your newsletter are well-written, consumers won't need to be told your products/services are better. They'll see it for themselves.
- Write in Third Person - All stories should be written as a third party observer. Take a look at newspaper and magazine articles for prime examples.
- Write in a Conversational Tone - Talk to your customer, not at them. Don't use big words when smaller ones will do.
- Avoid Technical Jargon - Don't assume your customers know what abbreviations stand for this and that. Keep your stories on an even keel.
- Proofread, Proofread, Proofread - Your newsletter is a reflection of your company. Its quality. Service and people. Have several people proofread each story so you can have several perspectives.
- Front Page Should Pack a Punch - You wouldn't buy a newspaper if it was just a bunch of plain words, no pictures and no headlines. Don't save the best for last by burying your best article in the back of your newsletter. Put it right on the front page. If you draw readers in, they're more likely to flip through the entire issue.
- Avoid "A Message from the President" Statements on the Front Page - It may be tempting but you should still stick with your most informative article(s) on the front page. You don't see Letters to the Editor on the front page of your newspaper or the covers of magazines. There's a good reason. And the same holds true for newsletters.
- Your newsletter doesn't have to be in color. While most people prefer reading a full-color newsletter, they will still read one in black and white.
- Allow various employees to participate by letting them write articles in their area of expertise. This gives your newsletter a bigger feel so that your consumers don't see articles written by the same people every month.
- Assemble a team of employees to oversee the newsletter creation process. Make sure each employee on this team proofs each article so you can have several pairs of eyes looking for mistakes, typos and improving the overall article in general.
- If you or your employees are unable to write the content of your newsletter, seek the help of a freelance copywriter. Freelancers can write your entire newsletter based on the information you provide them and you don't have to keep them on retainer either.
- Study newsletters from other companies to get ideas on what type of newsletter you'd like to create for your own business.
What You Need
- A Newsletter Team
- A Collection of Articles
- A Publication Frequency