Avoiding Common Newsletter Pitfalls

Newsletters are an excellent, cost-effective way to communicate regularly with your constituents and/or prospects. However, for a variety of reasons, too many newsletters miss the mark. Below are five tips on how to make the most of your newsletter program.

  • Make it newsworthy.
    Make sure you take the time to determine what are the most newsworthy
    stories to share with your readers/constituents. Begin by answering the question: “What would our readers like to know about?”
  • Keep the design appealing.
    Try to avoid too much rectangularity. That is, whenever possible, use photos that you can silhouette so that not all your images are rectangular. Silhouetted images tend to have greater visual impact because they break the “visual routine” the reader is expecting.
  • Include “keeper features.”
    Give your newsletter a great shelf life by incorporating information that your readers will want to hold on to.
  • Build in “action steps.”
    Encourage your readers to become more involved in your organization by offering action steps. These can be a phone number, email address, or website that you encourage the reader to contact. And, if you’re using a publication to market your products or services, make sure you include a business reply card in some—if not all—issues.
  • Use the best photos available.
    Photographs can make your newsletter look great or amateurish, depending on what images you select. (Group shots at events are among the most difficult to stage for optimal impact.) Be sure to coach your in-house photographer BEFORE she or he starts clicking away.
    Issues to address whenever possible:
    * Background (behind the individuals being photographed): Is it too bland? Too busy?
    * Lighting: The more light the better. Most photos could use more light. (It is easier to darken a photo than to lighten it.)
    * Posing: Have the person(s) being photograph loosen up so that they look as natural as possible (rather than having that “catalog” look).
  • Keep the writing short and compelling.
    As you know, everyone seems to be in fast forward these days. That means that you need to keep your editorial content short and to the point. If you have topics that require a great deal of explanation, consider providing a summary in your newsletter and offering an unabridged version online. In doing this, you’ll also be promoting traffic for your website.
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or give your existing newsletter a new look?
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