The back cover of your newsletter is not only your mailing panel. It will be the first thing your subscribers see when they receive it in the mail, so use that space and fill it with information to really grab your reader’s attention. This brings man advantages to your newsletter and helps to ensure your potential customers look through it.

Back covers are so important because most newsletters are designed as self-mailers and are folded with the mailing panel on one side and the prime real estate section on the other. It is called the prime real estate because it will be the first thing your customers see and read, besides the mailing panel, so you need to make a good impression by placing an important message to your readers in that section.

As an example of how to use your back page effectively, consider this usage by and HVAC dealer. The owner wanted to introduce a new product- a whole house generator- to increase his profits. An article was written discussing the benefits of investing in such a generator and included a picture of the machine. It was placed on the back page, and within days of sending it back, the owner received thirteen different calls regarding the product. Since each generator sells for about $6,000, the owner earned a substantial amount of money by sharing his new product with his clients.

The back cover is not only for marketing purposes. Many companies use it as a place to make a personal connection with their customers by sharing personal stories about their life and family. By doing this, they come across as people and not just a money-seeking company. Usually these articles are written in the first person and are addressed directly to the customers through words such as “you” and “your.” Your customers will enjoy this personal connection and read the rest of your newsletter, wondering what else is in store.

Learn more about newsletter design and newsletter marketing at http://www.nohasslenewsletter.com or pickup a copy of Jim’s book, The Magic of Newsletter Marketing at http://www.newsletterpublishingmagic.com.

The entire purpose of generating a monthly newsletter is to establish effective communication with your customers, clients, patients, and prospects.  Effective communication plays a pivotal role in acquiring positive feedback from your customers.  In order for one to convey their personality through their newsletter, establishing communication with customers is integral.

Your way of thinking and speaking should be conveyed through your writing style.  Charisma and personality are pivotal ingredients readers look for in newsletters.  If you have those two ingredients you can almost guarantee yourself a steady customer base.

Speaking in first person is the most effective way to write conversationally.  It is important to use the word “you” as much as possible, and it is also a good idea to include personal examples rather than ones that are general.  For example, “In this month’s issue we have an included an offer specifically for valued customers like you.”  This type of writing style instills a special connection with your customers.

Once I was skimming through a newsletter for Endless Vacations and found an article about cruises.  I thought, “Wow this is great!  I’ve got to tell my wife about this tonight!”

They wrote the article in Q & A interview format, which was convenient because I was able to pick out the questions and answers I was interested in.

I think it’s important that I cite a few of them because I think it will illustrate my point even further.  This article is about ocean liners.

The conversational tone and writing was very personable and kept my interest.  It was as if someone was talking to me through the article.  One of many questions that caught my attention was about sea sickness.  It said, Question: “I’ve heard that crossings are often rough.  Will I get seasick?”  For the answer the article spoke about giant efficient stabilizers on the ship that reduced rocking up to 85%.  Passengers on board would feel little more than gentle rocking with waves as big as twenty feet.

Another question that caught my attention was “Uh-oh, the waves are actually getting pretty rough out here.  And I’m feeling a little punk.  Now what?”  This type of writing style reflects the personality of the author.  The article is also very informative with over the counter remedies that prevent seasickness.

Here is the last question I will cite.  “I’ve never cruised because I’m afraid I’ll feel trapped.”  The answer was very humorous.  It said, “Excuse me, but have you seen the size of these ships?”

The Q&A style is an excellent example of establishing rapport utilizing conversational tone and knowledgeable information, and the same time entertaining the reader in a more intimate way.

Utilizing the Q&A style for your articles in your newsletter templates is an excellent idea.  You can prompt the answers you want in interviews by creating questions in this format.  You can hone this skill by doing mock interviews with people you know.’’

Readers love writing with charisma and personality.  Your customers will keep subscribing to your newsletter as long as it contains these two important ingredients.