Create the Perfect Newsletter
September 16, 2009

Need to create a newsletter? Not sure where or how to start? We'll give you the tips to plan, design, and write a creative newsletter that will enable you to reach your target audience effectively.

When properly written and designed, newsletters help develop loyal customers, word-of-mouth referrals, and long-term success for any business. The creation process can be somewhat daunting, but key steps should be followed for the newsletter to work as a successful marketing piece.

If you ask any business person, he or she will tell you it's much harder to sell a new customer than to retain an existing customer. That's where a good newsletter comes in.  A successful newsletter campaign enables you to stay in touch with your customers on a regular basis, informing them of the latest industry news, your company news, and, of course, reminding them of your company's products and services.

To succeed, follow these helpful tips:

Develop a creative name:
Some companies send out newsletters that are simply named after the company, or even worse, just called, "Newsletter." Where's the creativity in that? Choose a name that cleverly tells your story (i.e., what you do, how you do it, etc.) and you gain a better shot of pulling readers in. More importantly, they'll be more likely to hang onto and read your newsletter—or better yet, give it to a friend as a referral—rather than throwing it in the round file. Done right, your newsletter can be a selling piece that shows the value and branding of your company's corporate culture and identity.

Don't skimp on the design:
Design your newsletter professionally, in a newsletter program, not in Microsoft Word. Few things hurt your image more than a "low-rent" marketing piece that turns off others before they even read a word. Even if you're selling as the low-cost leader, your marketing pieces, including the newsletter, must look professional. An attractive design combined with a creative title ensures your readers will skim the newsletter at the very least. Even if your customers and referral sources don't read the entire document, they'll think highly of your company due to the quality piece in their hands. Make sure your newsletter contains:

• Headlines that are easy to locate and read
• Insertion of frequent subheads
• Consistency of color design and layout

Be short and to the point:
Newsletters need to offer valuable information, but they shouldn't contain length ramblings that turn readers away. A newsletter is a reflection of your company, its quality, service and people. Offer informative and useful information that customers want to read and will look forward to receiving. You should strive for simplicity, avoid jargon, and eliminate any unnecessary text in the body of your writings. Clutter will detract from your message, and more importantly, you want follow-up: newsletters should offer just enough information to encourage a customer to call or visit your business or website to learn more. Be sure to include interviews, tips that relate to your experience, and special promotions.

Be consistent:
Consistency is key—once you establish your look, content and distribution, stick to it. Avoid newsletter software that requires you to sink more time and money than you can afford. Determine a production schedule you can manage; if you find the effort requires more time than you can commit, seek experts who write and design newsletters for a living.

With realistic goals, a little bit of creativity, and useful, enticing content, an effective newsletter campaign can go a long way in the world of small business.