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GUIDE TO WRITE
BETTER PROMOTIONAL NEWSLETTERS by Mihaela Lica
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Definition
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.
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