to create an ineffective newsletter. In fact, many companies do.
Here are some common pitfalls — and some effective solutions.
NO BENEFITS MESSAGE
Your customers or potential customers aren't looking for a description
of your services. They're looking for solutions to their problems.
Tell them how your firm can solve their problems in a cost-effective
That fancy typestyle might look classy on the sample sheet in the
print shop, but it can be so hard to read that your prospective
customers could toss your newsletter in the trash can. Keep your
type simple enough and large enough to get your message read.
You may have a lot to offer, but don't get carried away. Your prospective
a busy life. Make it simple for him or her to understand
what you're selling and how it will solve his or her problem.
Nothing turns off a reader faster than long dull columns of gray
type. Focus your readers' attention with creative graphic elements
— art, photos, boxes, screen tints. These will help them better
understand your marketing message.
The best layout and writing can be undone by poor artwork. So don't
be too clever. Too many newsletters wander away from their purpose
and are cluttered with too many graphics.