A newsletter
is a periodically published document that informs, reminds,
advices, advertises or communicates news and data on
a specific topic. It can be either printed or have electronic
format. Electronic newsletters are also known as Email
Newsletters or eNewsletters and they are an excellent
means for communicating with small to large audiences.
In short, a newsletter is an advertising instrument
that provides companies with the possibility to improve
their corporate identity and public perception, thus
increasing sales.
How Does a Newsletter Work?
The promotional newsletters are free and should be used
to motivate consumers to react to an offer made via
direct mail or email.
A well-written newsletter builds trust and confidence
on a company and a brand. Each article within it should
answer the five basic questions Who, What,
When, Where, Why.
A promotional newsletter can increase your image with
prospective and presented clients. By providing valuable
info in a professional layout, the readers will recognize
you as an expert in your field.
Why Should You Write A Newsletter?
- If written well, newsletters can be more far-reaching
than an article or radio program.
- You are your own editor, being able to determinate
the number and length of your articles, the content,
what pictures you use, how many graphics.
- You can target your information and deliver quality
content to the readers.
- Newsletters are thematic writings; therefore most
of the information revolves around one central idea.
- Newsletters are great advertising means, and efficient
reminders. As magazines, they are periodical, so you
can contact your clients at regular intervals.
- The reader can keep them for future reference.
Rules to Write a Newsletter
Know Your Audience
This is probably the hardest part and also the reason
why many companies hire professional PR agencies. Know
your audience this is the first and most
important rule. That means knowing their interests,
their comprehension of the area under discussion and
their reading level.
Write for Your Audience
- Once you know what your public is interested in, don
t deviate from the subject.
- You can get your ideas from personal contacts, phone
calls, competition newsletters, press releases (see
how many times a press release was downloaded
many Internet outlets provide such information), newspapers,
television reports.
- Write clear, concise and interesting news. Keep your
readers up to date.
- Include in your newsletter testimonials from some
of your clients. Underline their success and your role
in it.
Create a Newsletter Strategy
- Research what the market needs and plan ahead what
articles you are going to write. This way you have enough
time to collect ideas by talking to your clients or
from other sources.
- Make a connection with your reader.
- Use a personal approach this is how you
develop a trustworthy relationship with your clients.
Clients need to feel that behind a business there is
a person. Write your newsletter as though it was going
to one individual directly from you.
- Be self-aware and don t exaggerate when describing
your business. Draw your reader into the article by
using words that sell, and don t mislead your readers.
Avoid telling your company provides the best services.
Try instead to underline what benefits the client can
get when choosing your products.
- Self-critique shows you are aware of your borders.
There are always borders nobody is perfect. If you made
a mistake, admit it. Don t lie to your clients.
- Humor can help you get to the heart of the reader.
Yet, don t exaggerate. Use it carefully. Many people
have no time for clowning around. You wouldn t like
to lose the essence of your message. Sarcasm is very
easy not to be taken figuratively when written on paper.
Create a Reader Friendly Layout
- Write titles and quotes that grab the reader s attention.
Use the first paragraph to intrigue and excite. You
have less than three seconds to convince a reader that
your newsletter is worth the time, so use your chance.
If you have a meaningless lead, the clients won't take
their time to assimilate the information
- Use correct grammar and spelling.
- Try to avoid jargon. People are not supposed to learn
the specific terms of your business just to please you.
You have to write for them and not for yourself or your
staff.
- Use white space or graphics and photos to break up
the page. Don t exhaust your readers with too much text.
- Read the text out loud. Does it sound good? Do the
sentences flow easy? Than your readers will feel the
same about it.
- Have someone else to read it too. Try finding an impartial
person. Accept criticism. Don't use the ones who tell
you that it is great. They aren't helping you. Ask the
person who finds the errors and makes suggestions.
- Publish the newsletter regularly this
is how the readers will come to expect it. Don t lose
your credibility by failing to deliver.
- Be aware of copyright restrictions. When you use quotes
or texts written by others, give credit to these people.
Do not spam.
Pay Attention when Publishing the Newsletters
- For printed newsletters choose quality paper and good
resolution photography and graphics. If possible, do
it on recycled paper help saving our environment.
- Carefully develop your team and set their tasks. If
you work with designers and writers, be sure there will
be harmony between image and content. You cannot display
a picture of a duck when you write about a swan.
- Stick with the schedule. If your readers are waiting
for the information they will be disappointed when they
don t receive it when expected.
- Be consistent in the layout. Consistency is the key
to building a reliable image.
- The biggest problem is not the lack of writing skills,
but a lack of editorial judgment.
Can a Professional Do Better? Well, yes!
- Designers and PR consultants are familiar with the
market trends and have professional knowledge.
- They have the know-how and the means to research customers
preferences in a short time, bringing relevant information.
- They are familiar with the design guidelines for newsletter
usability: subscription interface, newsletter content
and presentation, subscription maintenance and unsubscribe
options, differentiating the newsletter from junk mail.
- They can improve newsletter usability.
- They are able to promote relevant content.
- They know how to write catching headlines.
About
the Author: Prior to founding Pamil Visions - http://www.pamil-visions.com/, Mihaela
Lica served as Public Relations and Media Consultant
for my-tronic GmbH, a German Company. She began her
career as a freelance radio reporter in Bucharest, Romania
and spent several years as a television redactor in
the Romanian Ministry of Defence. Her articles were
published in local newspapers and magazines ( Armonia
, Observatorul Militar , Viata Armatei )
and in international ones as well ( The Luminaries
India). |
