By
Jeff Rubin
The Newsletter Guy
Is your company newsletter successful?
Newsletters are an important weapon in a marketer's
arsenal. Follow these writing and design tips — I call this
my “Successful Newsletter Checklist ” — and your
newsletter will achieve its long-term marketing goals:
WHAT'S THE BENEFIT?
Your customers are looking for solutions to their
problems. Tell them how you can solve their problems in a cost-effective
way.
SERVE...DON'T SELL
Give your readers useful information, not a sales
pitch. Educate and inform.
KEEP STORIES SHORT
Good writing commands attention, even if your
design is lacking in creativity.
AVOID CLICHES
No expressions such as “a good time was
had by all,” or “it goes without saying,” or “needless
to say.” Avoid jargon such as “take it to the next level,”
“out of the box,” and my favorite, “going forward.”
In what other direction would you be going?
AVOID MIXING TOO MANY TYPEFACES
The general rule is one style for headlines and
another for text.
LEARN BASIC DESIGN
Nothing turns off a reader more than long dull
columns of gray type. Focus your readers' attention with creative
graphic elements — art, photos, boxes, screen tints.
DON'T GET TOO FANCY WITH PRINTING
Stay away from colored ink for text. Use a second
and/or third color sparingly. Print your newsletter on an easy-to-read
paper — white, off-white, light gray, beige, etc. Avoid red,
green, blue, yellow, orange, etc. Glossy, uncoated or matte finishes
are OK.
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