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How To Write Powerful Newsletters, Offline And Online
The theory of writing for newsletters is very similar to that of writing for press releases and other media work, but with newsletters there is one crucial difference. Whereas with an external publication you're quality-controlled by someone outside your organization (the publication's editor) who is therefore independent and autonomous, the equivalent person connected with an internally produced newsletter is either you, or someone else who gets paid by your organization.
Consequently newsletters have a sad habit of falling prey to the same self-indulgent and boring content as the misguided, subjective, self-congratulatory press releases so many organizations issue. Only this time, it's worse.
It's not just a few paragraphs of self-indulgent drivel, it's two, four or even eight pages of stuff that's of tremendous interest to the writers and instigators, but usually of no interest to the readers. This problem is often swept under the rug with a comment like "ah well, they're staff so they're getting paid to read it/they're our suppliers so they have to read it because we're their best customer" etc.
Of course, if the newsletter is directed only to staff or another purely internal group, the fact that there is a certain degree of family indulgence, will help. Staff certainly don't expect anything other than heavily cushioned bad news in articles written by the CEO or the Financial Director/VP, even if the company's not doing quite so well this quarter. And although they might not like to admit it, internal people actually do like to see silly pictures of the Christmas staff party, the summer Family Day, and the annual Spring Ball. So compilers of internal newsletters can approach the exercise with a bit of poetic licence if they want to.
Where you do have to pull yourselves up by the bootlaces is with newsletters that go outside the organization - particularly customer newsletters. Here there is no external editor to run his/her "blue pencil" through all the self-congratulatory BS. So you need to place yourself firmly in the shoes of the audience and ensure that your content is of interest to them.
In exactly the same way as online e-zines and e-newsletters, printed external newsletters are of much greater value to the reader if they contain information that is of genuine, generic use to them - information that helps them do their jobs better, or in some other way improves their daily life.
If the newsletters are generically useful then people will take them more seriously, will keep them handy rather than throw them away, and so will pay far more attention to your messages that accompany the generic information. Very few people these days are stupid enough to be fooled by the thinly disguised advertising blurb masquerading as "useful" editorial. Yet all too often I see companies spending quite large sums of money on customer newsletters that really do put the "junk" into junk mail.
All it takes to turn a boring, totally subjective newsletter into a useful, interesting one is a little imagination, not big bucks.
A car dealership can send out a quarterly newsletter than not only announces the latest new model launches and new staff appointments, but also includes a seasonal maintenance checklist for readers ... how to drive safely in winter conditions ... ideas on how to keep the kids entertained on long car trips in the summer ... security and anti-theft tips ... dates of future roadworks/construction that may cause congestion (available from local government sources) ... etc.
An accountancy firm can send out information on how new legislation affects local or regional businesses, how new tax laws should be interpreted, tips and advice on how to fill out personal tax returns, tips for small businesses and self-employed people on how to record their expenses more efficiently, etc.
An investment company can send out information to business customers that updates them on the latest corporate issues and how those apply to individual companies, and also include advice on personal investments, pension plans, even advice for readers' families, e.g. saving for college/university loans and the best savings plans to set up for children, trust funds, etc.
All of the information I've described above would not cost much to procure - probably just a matter of a few phone calls, a couple of hours surfing the net, and a day or two of someone's time putting it all together. Obviously you need to be careful not to use other organizations' copyright material without permission, but in my experience organizations aren't all that possessive about their stuff and will cheerfully grant you permission provided that you credit them appropriately. After all, their material isn't much use if no-one's allowed to see it.
What a difference this type of content makes to an organization's external newsletter! You instantly gain the respect or your readers, because you're giving them something tangible without asking them for anything in return. And this can only reflect in one way on your business relationship with them.
I'm not quite sure what the difference is between e-zines and online newsletters. I think it could be one of those instances whereby everyone has a slightly different idea of what this particular type of communication should do and be called. If you ask that question of three different online comms experts you'll get three very plausible and totally different answers.
As usual I try to find the common denominator and in this case, it's this; in much the same way as its paper-based ancestor, the onlinezine (how about that for a new word) is a regular piece of one-way communication that supplies its audience with news and updates about you, your organization and your activities.
The online version will be taken much more seriously by its readers if in addition to the necessary reminders about your products and services, you also include some genuinely useful and interesting information. However the online version, in keeping with most other online descendants of offline media, must be much shorter and far more condensed.
One of the primary uses of onlinezines is to "drive traffic to the website." Now in itself this is relatively harmless and provided that everything is done right, it usually works. And then once you've got visitors hooked into all your superb content on the website you have a captive audience to whom you can sell your own stuff if it's a company-only site or your advertisers' stuff if it's a more open-ended one. Or at least that's the theory.
However as you would expect some organizations get this hideously wrong, and in my view the most vivid example of it is the online newsletter that comprises little more than a list of URLs with filepaths the length of a several soccer pitches. Nothing, but nothing is more irritating to someone like me than an enticing e-newsletter with grabby headlines plus a few words leading into the topic and then ... nothing. Just a fancy URL which even if you do click on it usually doesn't connect with the page you want on the website anyway.
If you're in a position to choose how an online newsletter is put together and you want to get the best possible results from it, please, please remember to put enough into it so there's something "in it for them." Of course if you have a website you'll want to drive traffic to it. But create a realistic balance - don't be so naďve as to think you can force people to click on to your website by dangling a carrot just out of their reach. If they're anything like me they'll feel resentful and antagonized by it and will resolve never to visit your site even if dragged there by wild horses.
My own personal preference is the standalone variety of online newsletter that makes clicking through to the website merely an optional extra. But I know that in a business context this is not as commercially attractive. So probably the next best thing is online newsletters that supply the audience with a summary or shortened version of the content so they get the key points, and refer them to the website for further details.
That's an acceptable balance that will encourage people to click through to the site if they have a genuine interest plus the time to spare, and if they haven't time at least they'll remember you and your summaries fondly and be more inclined to click through to the site next time.
Canadian-born Suzan St Maur is an international business writer and author based in the United Kingdom. In addition to her consultancy work for clients in Europe, the USA, Canada and Australia, she contributes articles to more than 150 business websites and publications worldwide, and has written eleven published books. Her latest eBooks, "The MAMBA Way To Make Your Words Sell" and "Get Yourself Published" and available as PDF downloads from BookShaker.com.
To subscribe to her free biweekly business writing tips eZine, TIPZ from SUZE, click here.
(c) Suzan St Maur 2003 - 2005
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NEW Bio-Oil Dry Skin Gel. Breakthrough formula is clinically proven to reduce dryness. Bio-Oil â recognised globally for its best-selling scar and stretch mark oil ...
Put Your Building Models on the Web for Free with Revizto ENGINEERING.com
AutoCAD, Revit and SketchUp can be viewed and shared online â for free.
âFirst of Its Kindâ Weight Management Guide launched in Mullingar Hospital Pharmacy in Focus
Dietitian and Physiotherapist from Regional Hospital Mullingar Collaborate to Launch âFirst of Its Kindâ Weight Management Guide. download of booklet.
Anger rises at Community Pharmacists meeting as some claim they are on verge of closure - Pharmacy in Focus
Anger rises at Community Pharmacists meeting as some claim they are on verge of closure Pharmacy in Focus
Threat to vital health *service* will have negative and damaging impact to most vulnerable in society meeting hears. Over 100 local pharmacists from across ...
Toby Anderson appointed as new CEO of Celesio UK Pharmacy in Focus
Toby Anderson has been appointed as the new Chief Executive Officer of Celesio UK. Toby joins from health and beauty retailer A.S. Watson Group, where he ...
22 Ways to Grow Your Subscriber List
1. Don't bury your subscriber form, place it on your home page and or every page and make it VERY easy to find.
Increase Your Website Popularity with 500 Words
Are you looking to increase your relevancy in the search engines? You probably have heard that increasing the links to your site has an impact on your listing. But did you know you can do it without waiting, or asking other sites to link to you themselves?If you can write a 500-1000 word article about your business, you can increase your links in 24 hours.
5 Ways to Make More Money With Your E-zine
Have you been publishing an e-mail newsletter for at least six months but still aren't seeing real results (read: revenue) from it? Don't fret - you may just need a tune up. Here are five ways to kick your e-zine income into gear this year: TOOT YOUR OWN HORN MORE The adage goes, "If you don't blow your own horn, someone else will use it as a spittoon.
A Solid Foundation to Creating a Profitable Ezine!
Everything successful needs to be built on a solid, confident base. Here are some essentials to creating your own profitable ezine.
The Future of Email Newsletter
The future of email Newsletter - Llando Ford 07.28.
Create An Ezine To Get People Back To Your Site
I know you've worked hard on your website. I know it looks pretty good - in fact, it's fantastic.
I Finally Discovered The Secret To FREE Content No One Else Has!
There are many tips and techniques to increase your search engine ranking. One of the most powerful, yet simple method is sharing content, as in, writing articles that you then feed to article directories.
Publish Anything: The Saga of a PublishAmerica Author
My story is that an author who'd done online writing for such dot gones as Themestream, Written By Me, and The Vines, someone trying hard to have fiction, poetry and nonfiction in print for real, recommended PublishAmerica. She claimed it was a traditional book publisher.
What Every Ezine Owner Should Know About Unsold Ad Space
The deadline approaches and your ad STILL has not sold. What are you going to do? Many publishers would leave the ad unsold, but some publishers have found "insider" ways to make money with their hard-to-sell ads.
The Magic Button That Earns $3,546 or more
Ever wonder how a "guru" earns $3,546 or more just by pressing a button?The first thing a newbie learns when landing on the Internet is that it is full of hype. Hype this.
Need Ezine Content - Think Holidays
Publishing an ezine certainly has its benefits and rewards, but even the most prolific publishers often need more content ideas, topics and graphics.One of the best resources for newsletter and ezine publishers is holidays; they are a true gift because they can provide an overall theme, a topic, graphics, as well as content.
Future of Electronic Publishing
UNESCO's somewhat arbitrary definition of "book" is: "Non-periodical printed publication of at least 49 pages excluding covers".The emergence of electronic publishing was supposed to change all that.
Publishing Special Reports And Ebooks At No Cost
So you'd like to start publishing special reports and ebooks to use as marketing tools and to sell as products. But you have no budget to get this new venture going.
The Biggest Mistakes That Can Spell Doom For You As A Newsletter Publisher And How To Avoid Them
A lot of newsletter publishers spend a great deal of time wondering why they are not making money with their newsletters. Most of them expect to make so much money on getting started but they become disappointed with poor results.
7 Ways to Self-Promote Within Your E-zine
We all know that an e-zine won't attract and keep subscribers without offering insightful, practical content. If you only drone on and on about how wonderful you and your services/products are, your readers won't stick around for long.
You Can Publish an Ezine
Publishing an Ezine can be scary to the newbie. But you can do it.
The Sticky Issue of E-zine Schedules
While many new e-zine publishers are anxious about developing good content for their e-zines, many of them seem to have more trouble simply deciding on a schedule and sticking to it! It's smart to tame the schedule beast right from the start. Here are a few tips to help you.
Plagiarism on the High Seas
More and more companies are finding the value in informational advertising. Giving away information to the world.
8 Effective Ezine Publishing Tips To Put You Ahead Of The Game
1. Swap sponsor, feature, or solo ads with other ezine publishers.
Does Your Business Need a Newsletter?
Have you ever thought about it?If you don't have a business newsletter yet, have you ever thought of the importance of having one?Why is it so vital to one's healthy business dealings?Let's explore some important factors even if you do have a newsletter.If you are not yet using a newsletter as a part of your marketing efforts, then you are missing out on new potential and already existing customers becoming valuable long-term buyers.
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