How to Create a Newsletter that Works - Part 3 (Content)


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The most important component of a newsletter is its content. It is the one element that can either make or break the success of your publication. If you want people to read your newsletter on a continual basis, you must produce interesting, valuable content.

Keep in mind the 20/80 rule. Eighty percent of your content must be informative, whereas only 20% should be advertorial in nature. The type of content and its format depend on your readership. Since the newsletter’s purpose is to generate interest in your firm, you should produce content that highlights your skills, and showcases past projects, innovative solutions and awards. You can also build customer loyalty by including client profiles.

If it is difficult to come up with content on a regular basis, surf the net and online ezines for articles you can include in your newsletter that would be relevant to your readership. Statistics, news items or industry trends are also items that your readership might find informative.

Another important element of a successful newsletter is variety. The content should be displayed in a selection of formats such as: news briefs, event listings, president’s message, announcements, client profiles, expert interviews, Q & A and suggested resources. If your subject matter is dry, quotes, and humour can add levity and create a friendly tone to your newsletter. Having regular sections allows your readers to know what to expect and gives them the opportunity to look forward to upcoming issues.

Don’t forget to include your company’s information throughout the newsletter. Let people know how to get in touch with you and motivate them to do so with draws, contests or call to action. Also suggest ways they can refer you to others.

The content should also be well written and error free. A poorly written newsletter and one with errors will actually counteract the effects you want to have. It may suggest that you are not detail oriented and that the work you do for clients will lack this attention as well. No matter who is submitting the content always make sure at least a second pair of eyes have gone over it or hire a professional to edit it.

As writer, editor and specialist in the English language, Maja Rehou, founder of WordForce Communications, uses words strategically to help businesses prosper. With an unparalleled knack for language and five years managing the marketing department of a professional service firm she knows how to create marketing materials that generate outstanding results. Email to join her monthly newsletter and receive a free copy of her latest publication How to Successfully Promote Your Business through Publishing.


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