How to Write a Print Newsletter People Want to Read

by Chaun Soh

Being in the digital age of e-mails and instant communication is no reason to forget the tested and proven print newsletter.

Sure, e-mail newsletters cost next to nothing to produce and distribute, but they are by no means perfect as a marketing medium.

Spammers have created an atmosphere where most e-mails, whether newsletters or otherwise, are regarded with suspicion until it is clear that they come from a legitimate sender, a trusted source.

Print newsletters still have their place

There is no such thing as spamming with them. They are easier on the eyes than staring at a computer (remembering most people read their e-mails on-screen rather than printing them). Real newsletters, if interesting enough, will be passed on.

Research shows newsletters get four times the readership of ads or brochures. Customers acclimatised by newsletters are seven times more likely to buy from you than an average member of the public.

A good newsletter can also improve name recognition and brand awareness, establish you as an authority in your field and differentiate your business from the competition.

Always think ahead to the next issue

You need to start your print newsletter campaign with a long-term strategy. Just think back to how many newsletters you've received that have started out full of news and information then petered out after a couple of issues.

Sending out your newsletter to keep your name in front of customers and prospects is, after all, a form of relationship building. And as with any relationship, if you go missing or only appear occasionally, you can expect to be forgotten — and soon.

To keep your newsletters going out regularly you need to do the hard yards and gather relevant, interesting, newsy material that has genuine value to your readers. Also, they need to be good enough for readers to want to pass them on.

Know who you're writing to and why

Obvious answers like 'want to increase sales' and 'find new customers' are just the tip of the iceberg.

It's essential to consider whether your material will be serious (or academic) — or lighter and more accessible in tone. It may even be chatty and cheerful, possibly with some humour. Whatever the style, your newsletter must reward the reader for their time.

You can do a lot worse than to remember the formula journalists use to make sure their stories cover all the bases:

WHO: Who are you talking to? Are you writing in language your reader understands?

WHAT: Is everything you say relevant or of direct interest to your reader?

WHY: Why are you communicating? What response do you want?

WHEN: Make it clear when you expect the reader to reply or react.

WHERE: are locations and directions clearly explained?

HOW: How do you want readers to react or respond?

You may not always have (or need) answers to all six questions, but keeping them in mind will keep you honest and help you think clearly so you can communicate in the same way.

Put the big news first

Newspaper articles start with the most interesting, most newsworthy information first. Imaging your article on a single long sheet of paper; it should be written in such a way that even if someone stops reading halfway down they've got the parts of the story that matter most.

Study some newsletters you like and analyse why they work. It's more than likely that, with a little thought, yours can be even better than your favourites.

Design your newsletter to be read

This is where the experience of a professional designer comes in.

Good design makes the layout of your newsletter inviting and easy for the busy reader to take in.

If it looks too busy, too packed with information, it will seem too hard to read. Today's reader is very impatient and won't persist with material that isn't attractive and easy to assimilate.

Break up the copy with plenty of space and lots of subheads to slow down skimmers and interest them in the text.

Keep articles short. Use intriguing titles or ones that suggest the article provides useful information that's easy to act on.

Include plenty of pictures

Nothing kills readership faster than a sea of words with no pictorial relief.

People can't help looking at pictures. A good picture will also make them want to read the article to see what the article is all about.

Keep it all relevant and readable

Choose your articles carefully so each promotes the correct image of your business. Decide whether the article is to reflect your expertise, customer care or some other aspect of your business.

If you are not sure which areas are important and of interest to your customers, slip a survey into your newsletter.

Start the writing process by deciding what specific results you want from the article. It may be to introduce a new product or service, to counteract what a competitor is claiming or to make a special offer.

A good newsletter will have a longer shelf life than advertisements and is more likely to be passed around to prospective customers.

Get a balance between generic articles of interest to your wider client base and those specifically about your products and services.

Do not waste effort and space producing articles that are unrelated to your field. Keep them relevant. And check that views expressed are acceptable to your readership.

Keep copy simple and as jargon free as possible. Use short sentences. Involve the reader by asking questions. Then demonstrate how your company can provide the solutions.

Involve your readers

People like to read about people. So run profiles of customers to show how your product or service is used, the results it can produce and why someone would purchase from you (and not your competitors).

If your 'case history' clients are prestigious ones, the article will give a positive reflection of your business as well as providing them with some useful and free PR.

Always generate new leads

The secret of a successful newsletter is to get as many relevant, ready-to-buy readers as possible.

Offer a free subscription to your newsletter on your business's marketing materials. Emphasise the news content and useful advice — and show how it will benefit your reader, whether an existing customer or a new prospect.

Direct your readers to your website for more information and an opportunity to buy.

A well-designed, well-written newsletter is the perfect way to welcome new members to your family of customers. It also sets up and maintains your presence in their minds so that you are the first business they think of in your category.

People don't buy from strangers; they buy from people they know and trust. Your print newsletter, carrying none of the pushiness of an e-mail, is the perfect way to begin a rewarding commercial relationship.