A newsletter is called a ‘news' letter for a reason. It should contain news. It should surprise, delight, shock. But so many companies and so many newsletters seem to be seriously news challenged.
Readers crave (demand, expect, adore, and respond to) news. The expressive side of the mind particularly persists in pleading: "Tell me something I don't already know about something I care about."
A dose of real news on the front page of your newsletter causes more people to pay more attention.
A newsletter should never bore the reader. Boring people does not achieve anything. When you fill your newsletter with predictable, safe, overcooked corporate-speak, or when you tell people nothing that they couldn't already guess or assume or presume or know, then they will soon find better things to do than read your newsletter.
So, you might ask, "what is news?".
That's simple. News is merely information that was
- Previously unknown to your readers; and
- Of special interest to them.
These suggestions may prompt something for your next newsletter:
- Previews and reports - What's ahead? What are the latest findings from the authorities? Look ahead and discuss where your experts think the industry or product range is heading.
- Client case histories - Show how your products or services have changed individual lives for the better or, (if you are in the B-to-B sector) how you are helping to boost profits for your clients.
- "Staff are people, too" stories - What are the people on the front lines really like? Do their personal histories reinforce the credibility of your organisation? "New Call Centre Manager learned business skills while competing in Welsh chess championship."
- Research and development - What's coming down your pipeline? The world is ever changing. What programs, products or new approaches are you planning to meet new demands?
- "How-to" pieces - What do you know how to do that readers might be interested in?
- Photos with captions - And never without a caption. Because many readers only read easy, brief items of text such as captions and headlines. Your captions are a major opportunity to slip in information.
- News about you - If you attract positive media coverage, draw attention to that in your own newsletter. It can help build your organisation's image and reputation.
- Offers - Tours, special events, classes, invitations to sign up for an e-newsletter. The list of offers you can make is endless.
Author Credits
Frank Chamberlin is a copywriter and Masters Lecturer in direct marketing at Monash University. His company, Action Words, provides all sorts of copy for large and small clients. He’s well known as the Melbourne lecturer for the Australian Direct Marketing Association Certificate Course. Phone 03 9481 1410; www.actionwords.com.au; enquiries@actionwords.com.au