When publishing a company newsletter, there are three common mistkaes that people make. Let me share them with you now so when writing and designing your newsletter, you can avoid them!

Mistake No. 1: Unoriginal name and poor masthead design Too many customers will use the company’s name for their newsletter. This usually reeks of “homemade.” The newsletter name and masthead design need to tell the reader what the overall theme of the newsletter is.    

Mistake No. 2: Lack of a quality, targeted tagline. The tagline appears just below the masthead and, in a few words, fully explains the benefits of reading the newsletter or what readers can expect to get out of it. The two examples below are great examples (of course I would say that!) of effective mastheads and taglines. The masthead design and newsletter name give readers an idea what the newsletter is about, and the tagline that follows adds clarity. 

Mistake No. 3: Ineffective ratio of text to graphics Newsletters must be visually pleasing and easy to read, or they won’t get read. Newsletters must have a good balance of text and pictures. In addition, the pictures need to add value to the articles by helping to “sell” them. People tend to look at pictures, headlines, subheads, call-out boxes and bullets. If each of these tells them something interesting, they will then decide to read the article.

If writing and publishing a newsletter seems like a daunting experience, then check out my wildly popular ‘Done-for-You’ newsletter program called Success Advantage. It is truly a No Hassle Newsletter!

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In this second installment of what makes a great newsletter, I address the all-important topic of content.  Great newsletters are newsletters that customers love to read. Here are the important points about the kind of writing that customers love.  

Customers love stories. Don’t just describe what you do. Demonstrate your benefits for the customer by telling them about someone like them who succeeded because they purchased your product or service.  

Customers love to learn new things. You’re the expert on your business and what you do. Tell them about new developments. Introduce them to new products or services. Offer them articles that help them learn. 

Customers love a little humor. Just because newsletters are serious business doesn’t mean you should be long-faced and serious all the time. Lighten your message with gentle humor. 

Customers don’t want to work hard to get value from your newsletter. The best newsletter writing is like the best writing anywhere. It’s simple and easy to read.  I’ve been producing newsletters for nearly thirty years for clients in just about every industry.

Whether it’s working with my private corporate clients in Dynamic Communication (http://www.dynamiccommunication.net ), or producing my nationally famous No Hassle Newsletters (http://www.nohasslenewsletters.com), I can tell you that following these rules is not always easy.  Sometimes it is just too easy for companies to take some copy from other marketing sources and drop in the newsletter – just to get it done. The problem with this approach is that your newsletter reads like just another marketing piece. This is a sure fire way for your newsletter to therefore receive the same treatment – which is usually a fast trip to the circular file!    

Have a great weekend!