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Newsletters
are not press releases. They are abbreviated newspapers, and deserve
attention to detail and content.
1. Crisp Headlines are Vital
Newsletters
are articles put together. Each article has a heading or headline, with the
main article having the primary or ‘lead’ headline. A headline should be a
short phrase that tells the reader what the article is about. The heading
should interest the reader. Writing good headlines makes your newsletter
easier to read.
Even if it is
only a small internal corporate newsletter, your headlines should match the
quality of newspapers like the New York Times, Washington Post, etc.
2. Appeal to your readers
Good headlines
will not matter if articles are boring. Articles should relate to the theme
of the newsletter. This ensures that the articles interest the newsletter's
target audience.
If it is an
internal company newsletter, all employees should find some articles of
interest. If a newsletter is for a special audience such as investors or
clients, then vary content accordingly. So make sure of your target
audience, and write your articles for them.
3. Use pictures and sketches
Besides text,
add pictures to your newsletter. A newsletter with a big block of text on
its front page may appear boring to many. This is especially relevant for
your main article which should have an accompanying image alongside. This
adds more visual detail that words. People respond better to pictures, so
plan a full color newsletter if your budget allows.
4. Create sections delineated by hard lines
You cannot
have a mixture of articles with differing topics or themes. So put them
sections, than readers can go directly to the section that interests them.
Some suggested
sections are News, Features, Opinion, Announcements, Interview and even a
"fun page" if you like. Sections make a newsletter easier to read and more
professional.
5. View and proofread
After writing
a newsletter, it is important to review the draft which is best done by
someone else. Then run the spell check and proofread your draft. This is a
later stage of quality control. The pictures and layout should be examined
so that they look good and are functionally efficient.
6. Print on time
Always print
on schedule. This is so that readers know when to expect it. If you delay
releases readers will think that your newsletter is not a serious
production, and disregard it when it is produced.
7. Print using a professional agency
Lastly, do not
forget to print professionally. There are printing services that you can
hire. These printing companies are experts, so you will be assured of a
quality color newsletter. If you print on your own printer with a simple
template, your publication will appear amateurish.
Follow these
guidelines. Think and work on newsletters carefully. |