Writing Newsletters, and Editing and Distributing Them
Writing newsletters is similar writing a blog or sales presentation. Only they are often more formal, have a distinct look (imagine a specific newsletter or magazine), and should identify date, volume, etc. Outside salespeople can use their company’s newsletter to open conversations with customers and present monthly topics consistently to all their clients.
Below is a copy of a newsletter I create for a fire damage restoration company. (More issues at http://firedamagelascruces.com/newsletter/)
Writing Newsletters in 7 Easy Steps
1. Create a format. You can see the first page of a two-page newsletter. You may chose a single page or multiple pages. Shorter newsletters are best. More likely to be read and easier to create consistently every month. I use Microsoft Publisher, use Front page, MS Word, or another application. Pick a design you like because you will re-use it every month. Just change the content. Volume, issue number and copyright information appears in the black bar under the title.
When you start the next issue, just delete old content and Save As for the new issue. Logos, sidebar information, etc. stay the same.
- 2. Choose a subject (or subjects) for this month’s newsletter. You know your specialty. Choose one long article or a few articles about the same general topic. Generally I write two to four articles using a two sided newsletter, using just one general theme. Other peoples’ newsletters offer monthly features such as recipes, horoscopes, or product reviews every month. Writing newsletters are like talking to a client. A Question and Answer format when writing newsletter is a great way to talk about your industry.
Writing newsletters offers information, but get their attention with compelling images and graphics
3. Add some pictures from use your cell phone or licensed images copyrighted pictures. Product pictures from your suppliers may be fine to use, but check with them. Crowd pictures and images where you can’t readily identify persons are usually fair game as well. Pictures of a particular person, house, etc. probably need model releases (in writing). Note: images are meant to enhance, not complicate, the newsletter.
4. Write your content. Four important things to remember when newsletter writing; 1) Write for your audience. Limit jargon and slang. If you generally speak formally, write that way. Sales letters are often informal like you are talking with the reader. Articles inform rather than for persuade, so are more formal. 2) Write first and edit second. Gets your thoughts flowing and do the corrections later. 3) Write in the active voice. 4) Organize information for easy understanding.
5. Editing your newsletter. Use a spell checker. Remember to check context for unwanted words (Did you mean to, two, or too?) Realize editing takes more than one pass. Waiting a day helps. Read it out loud to catch awkward phrases. Cut long sentences by dividing them into shorter sentences.
Let someone else to read it and ask if it makes sense. Take criticism calmly. It is just an opinion to help you communicate better. Add headings to attract attention and make skimming easy. Use (but don’t over-use) bold, italics, boxes, etc. to organize the information.
6. Printing your newsletter. I always create them in color, but black and white copies make cheaper handouts. Print copies from a computer or USB to obtain higher quality prints. (Copies from copies look terrible.) If using a public copier, print one copy to see how it looks. Make corrections (lighter, darker, etc.) and print another. Once you are satisfied, print the copies needed.
You can also email copies! I always save them as pdf files before emailing them.
7. Presenting the newsletter. Always hand the newsletter to your client so it can be read. Or lay it in front of them on their desk. Point out the highlights or an article they may like. Ask a question that the newsletter speaks to…
If you are giving valuable information to your client, they may want to forward or print copies for their clients. Adobe Acrobat Pro lets you leave a space for your client to add their contact information,
BRC Consultants Inc. can create the newsletter template for you and/or write your newsletter
Contact BRC for a quote. We will call you to better understand your needs. Newsletter printing and bulk mailing also available from an El Paso printer and mailing service.
Enjoy writing newsletters for your clients! They will learn more about your industry, company and offerings. Best of all they will see you are an expert in your field.
This blog modified from Writing Newsletters page from Richard’s Fire Damage Las Cruces website.