The best business newspapers consistently follow the same general layout, with the most important information in the same location every time. The Wall Street Journal is a worthwhile standard to follow because it always places the feature story in an easily accessible location. Subscribers do not have to search through the entire paper to find important information because it is reliably in the same position every time.

            Reliability entails more than just regular monthly delivery; it also requires reliable selection and placement of articles. Inconsistency creates unnecessary work for both the reader and the producer.

            Newspaper formatting should follow the grocery store format. The grocery store is reliable because a customer always knows where to go for his needs and wants. Just as it is inconvenient when the store changes the location of key items, it is also bothersome when a newsletter changes the location of certain articles. Therefore, it is best to maintain the same layout for a newsletter.

            Once the format has been finalized, the content of the newsletter can be selected. All great newsletters include a feature story and other regular features. Newsletters must also have content for the back page and miscellaneous stories of interest. Advertisements and a “letters to the editor” section are also necessary components of successful newspapers.

            In addition to a “letters to the editor” section, there should be a “word from the editor” section.  It only has to be a short composition that can include personal vignettes to give the readers a better picture of the person behind the paper. This section makes the paper more personal, as opposed to being strictly business. Many readers are attracted to the warmth of personality over cold, hard business.

            A successful monthly business newspaper follows the same format but continually changes content to remain up-to-date yet completely reliable.

Learn more newsletter marketing strategies by getting a copy of my book, The Magic of Newsletter Marketing – The Secret to More Profits and Customers for Life and by visiting No Hassle Newsletters.

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.