Newsletter Writting

Newsletter Writing & Newsletter Printing

Combat the “Out of Sight, Out of Mind” Syndrome

One of the key benefits of producing a printed newsletter is that your name will regularly cross the desktops of your best customers, prospects or supporters. Every sales person knows that you must stay in front of your customers or they will forget about you.

 

Effective newsletters function like personal sales calls. They remind your best prospects of your existence. They also tell your target audience all of your new existing products, services, causes or events. This helps you combat another marketing syndrome – the “I-Didn’t-Know-That-You-Did-That Syndrome.”

 

Signs of Newsletter Success

All newsletters promote specific goals. Association, club and church newsletters strive to gain new members and retain existing ones. Customer newsletters and promotional newsletters provides service while selling additional products. Charity newsletters are to bring news while increasing donations or volunteer time.

In general, printed newsletters are a good way to:

  • Bring in new supporters

  • Keep in touch with existing customers

  • Sell more to existing customers

  • Drive traffic to your website

  • Reinforce your speciality

  • Establish expertise and credibility

  • Spur word-of-mouth referrals

  • Inform and educate

  • Save selling time

  • Attract volunteers and members

  • Bring back lost customers

  • Win support

  • Boost donations

  • Publicise your organisation to the media

  • Network with industry allies and vendors

  • Unify a “community” of readers

However, in order to achieve these goals, newsletters have to be read. Successful promotional newsletters get people to read not only what interests them, but also what the publishers wants them to read.

 

Successful promotional newsletters keeps sight of two things:

  • The reader’s interests

  • The publication’s goals

How Newsletters Sell

One of the factors affecting the benefits gained from newsletter publishing is the degree of “reader interaction” you achieve. Reader interaction techniques can be broken down to coincide with four levels of promotion.

 

Combine these levels, and you’ll be marketing with NEWS:

  • Name. Your prospects need a basic awareness of your organisation before they can do business with you. Tell them who you are, where to find you. And, in general, what products or services you provide. Keep your name in front of prospects in the hope that they’ll remember you.

  • Enticement. You must project a professional image. In the initial stages of a purchasing decision, your prospects carefully evaluate your organisation. Why should they place an order, make an appointment or give a donation to you instead of someone else? Prove that you run a credible operation.

  • Written Words. Your prospects and customer want more information on why they should support you. Show that you’re an expert. Give specific features, Drive traffic to your website where you have further information and resources.

  • Sell. Without a call to action, there can be no sale. Once your prospects are ready to act, tell them what to do. Cast your vote this Tuesday. Visit this website now. Call this toll-free number. Send $25 to help feed a family.

  • The four levels of News – name, enticement, written words and sell- show how promotional newsletters market your organisation. The next takes you trough each promotional level in detail and shows the news elements used to sell at each level.

 

Name: The Introduction

Most readers enter at the mailing panel - the front door of your newsletter. They glance at the mailing label containing their name; your return address and anything else close by. At this point, your newsletter will unobtrusively remind people of your existence. It can help them recall an upcoming event or a brochure you previously sent. Your name enters your prospects’ minds as soon as they glance at the return address.

 

 

Place information that spurs interests in your organisation on the mailing panel. Use any of these:

  • Your organisation’s logo

  • Your slogan

  • A location map of your web address

  • A list of your products and services

  • A highlight of the volunteer of the month special

  • Teasers to encourage recipients to open the newsletter

  • The date of your next meeting

  • A message lie on the label the person’s name

  • A box listing the content of the newsletter

You must convince recipients that the newsletter includes timely information they should read now. Because almost everyone will look at the mailing area, place the one thing you want everyone to know here.

 

Enticement: The First Impression

The next thing most readers do is open to the front page or top of the screen and glance at the nameplate area. The nameplate signals the starting place for the newsletter content.

 

 

Through the nameplate, you can catch reader’s interest with:

  • A newsletter name explaining the benefits of reading

  • A tagline that says your newsletter is written just for them

  • A nameplate design telling more about what you do

 

A charity newsletter for prospective volunteers and donors is called Making A Difference. The tagline tells readers the result of their support- “How your time and donations are improving the lives of the homeless.

 

The name and tagline come together in the design of the nameplate. For an e-mail newsletter, the name and tagline may be followed by a contents listing that encourages readers to scroll on.

 

Once people look at the name, they begin skimming the headlines and illustrations. This gives them a fell for the type of information you’re providing. (What they’re really doing is looking for an excuse not to read the newsletter.)

 

 

You have about 15 seconds to grab their attention through:

  • Intriguing or emotional photographs or headlines

  • Illustrations or charts that condense your message

  • Captions that pull readers into the article

  • Fun cartoons illustrating your promotional message

  • Concise, easily removed calendars

  • Headlines telling the benefits of reading an article

  • Subheads that list your main ideas at a glance

  • Pull quotes that intrigue readers

  • The “emotional” elements of paper, colour and design

When people glance through your news, reading headlines, examining photos and scanning for content, they absorb your image. If you’ve used effective promotional tactics, the reader will learn the type you offer. If they contents are worth while, you have a good chance of convincing your reader to read on and maybe even to call you or click through to your website.

 

 

Written Words: The Content Makes the Sale

The graphics, headline, contents and link techniques described earlier provide readers with “points of entry.” Points of entry are places for readers to start gathering more specifics. Provide other options for a reader who may not be interested in the first article. Remember, you only have about 15 seconds to capture a reader.

Most readers are front and back-page minglers. They scan the pages, searching for a place to stop and “chat”. Invite them to join several “conversations” by providing at least three articles on the front page. In a print newsletter, this is the entry point for 85% of readers.

If your newsletter includes long articles, place these on the inside pages or towards the end (but not on the back page). Use links for long online articles. The back page needs short articles, too. This is the entry point for the other 15% of readers.

 

 

Use the content in the specifics stage to:

  • Introduce new products and services

  • Tell you success stories in case histories

  • Recognise top members, donors, employees or customers

  • Report on trends and statistics

  • Show your involvement in lively editorials

  • Give “hot-to” information

  • Provide technical advice in question and answer columns

  • Share inside information

Select and write all of these articles to reinforce your promotional message to clients and prospects.

 

 

Six Types of Printed Newsletter Content

1. News Articles. New product articles fulfil the “news” requirements of a newsletter, while also marketing your products. When you develop a new product or service, or embark on a new cause, write up the details of your project in the newsletter. Let prospects know when a new product o service is available. If you’re launching a new fund drive, tell prospects exactly how they can participate. List volunteer jobs available. Give starting dates and deadlines for participation.

 

In addition to your own news, include news of your industry. Summarise all of the top trends and news items. You’ll provide your readers with a time-saving benefit while also promoting your expertise.

 

2. People stories. After your new product, service or programme is in use, write about its success. Success stories are an important part of promoting your organisation. In addition, recognise key customers, members and donors. People donating their time and money usually do do because they support your cause. But chances are, they support other causes as well. Keep their attention by giving them yours.

 

3. Educational information. Many organisations promote their products by providing expertise in the form of “how-to” information. Choose a subject that creates a need for your products or services. For example, a household accessory maker could show readers how to organise their homes in eight easy steps using their products.

 

4. Events. Include calendars and event listings. Be sure to include times, RSVP information and links to Websites that contain further information.

 

5. Humour and motivation. Humour or motivational quotes are both great ways to slow down the skimmers.

 

6. Response. An effective newsletter is a two-way communiqué. Provide ways to reach you, offers, links, e-mail addresses and reply cards.

 

 

Sell: Generating the Desire Response

Once your newsletter has a prospect’s attention, offer specific ways to respond to your offer. Tell readers what action you want them to take and how to take it.

 

 

This is done by providing:

  • A self-mailing reply card

  • A link to a downloadable coupon

  • The e-mail address to send to the editor or how to submit articles or other content

  • Ordering information listed at the end of an article

  • A contest in which readers can send in photographs or suggestions on how to use your products

  • A readership survey that generates content suggestions

  • A telephone number to call

  • Hours of operation when prospects can stop by

  • An advertisement telling how to buy a specific product

  • The date of an event

  • A product list that includes an order form readers can use to order immediately

You’ll receive several types of response to your newsletter. Some people just want more information. For those who feel more comfortable writing than calling, provide reply cards and coupons. For those who’d rather visit you online, list your website and specific links to order forms and articles. List your phone number and hours of operation. For diehard shoppers, list your store hours and a location map.

For those ready to order now, include an order form. Encourage people to e-mail, phone or fax in their order.

 

Reap Maximum Benefit through Your Response

Most communication experts agree that you must repeat the same information at least four different times in four different ways before you can assume people are aware of your message. Some marketing consultants go even further. Some believe you must connect at least seven times within an 18-month period.

 

As a direct response tool, newsletters can add to your marketing plan. By providing another place to repeat your message, your newsletter offers prospects another opportunity to respond.

 

To make your newsletter successful, you must be sure to follow up on all responses.

Most of your respondents are going to buy someone’s product or support someone’s cause soon.

It's your Newsletter - Make it work as you want it to!

 

Call us on 0870 950 8444 or fill in our online form for a quote or more information.

 

 

See our Newsletter printing page also.