A newsletter–published at set times every week, month, or quarter–is a great way to remind your customers, clients, donors, or volunteers that you are grateful for their patronage and have valuable expertise to share. If you want your newsletter to rock:
- Offer original stories, not generic stories offered by your industry association or some other group. Your newsletter should highlight what your organization is doing and what you know, not information that anyone can find in exact duplicate by searching the internet.
- But share your research. Part of being an expert in your field is passing on information that your clients, customers, donors, or volunteers don’t have time to research themselves. So if an interesting fact comes to light, write a story around it. If an interesting story grabs your attention, give your readers a link to the story.
- Pay attention to graphics. Include photos of your staff or volunteers; photos of projects you’ve completed; before-and-after pictures; infographics; or just really cool designs. Your newsletter is part of your brand and should reflect the styles, colors, and fonts you use in your website and other publications. If design isn’t your strong point, hire a graphic designer to create a template.
- Work on the headlines. Simple headlines are fine (“New Z-100 Barbecue Arrives August 1”) but select verbs that give them punch (“New Z-100 Barbecue Sizzles with Summer Fun”). Proofread headlines carefully; if you make an embarrassing mistake, it will occur in the bold, italicized, 20 point headline. Trust me.
- Link to detailed information. Instead of sending out a long newsletter, provide a link to your most recent blog post, white paper, campaign, or offer. People want a quick read, not an exposition.
Worried about content? Turn to TWP Marketing & Technical Communications ; I’ll make sure that your newsletter attracts and keeps the attention of your customers issue after issue.