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GEAR up for Newsletter Success

Many traditional forms of business communication are undergoing changes as our world grows increasingly fast-paced and attuned to the convenience and affordability of Internet delivery.

In the face of this evolution, newsletters - whether print or online - remain among the most powerful tools businesses and organizations can leverage for promotion, sales, education and relationship-building.

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GOALS

Just like every sound communication piece, from an email to a press release, winning newsletters start with GOALS. And smart newsletter writers/editors tie their publications' goals to those of their employing organization. Draft newsletter editorial objectives that support top management's vision for your company. Typical business goals might be:

  • increasing sales

  • spotlighting product lines

  • penetrating new markets

  • educating customers about product uses

  • supporting staff recruitment.

A non-profit may wish to boost membership, seek donations, appeal for volunteers or educate the public about the organization's mission. Tying newsletter goals to organizational objectives automatically provides writers with topics and editors with content directives. Issues can be focused on single goals, or content can be structured to support multiple objectives within each edition of the publication.

Effective Planning

Effective Planning the next key to newsletter success.

Whether the desired outcome is a single article for publication or the production of an entire year's issues of a company newsletter, project management skills are called for. Experienced writers already apply project management techniques to move articles through the processes of research, writing, revising and marketing or publication.

Timing their work to meet newsletter deadlines and refining topics to fit the narrower focus that newsletters have should require minimal adjustments to standard operating procedures for most organized writers.

Newsletter editors use those same project management skills on a wider scale to develop an overall structure for a publication, create its editorial calendar and production schedule, find and work with content contributors and graphic designers, negotiate the corporate approval process, arrange printing and/or electronic formatting, deliver the publication to readers, and handle any other required production tasks. Sound planning keeps publications on schedule and assures consistent, performance-driven results for each issue.

Audience

The first rule of good writing is "know your AUDIENCE", and newsletters are no exception. Business audiences can include both internal groups (management, directors, employees) and external ones (customers, prospective customers, government officials, media representatives, etc.).

The successful newsletter writer must wear multiple hats in order to communicate corporate messages effectively while also accurately identifying and satisfying customers' information needs. Of course, writers are expected to accomplish these missions by creating interesting, relevant and well-written articles, columns, interactive features and other engaging content.

In the newsletter format, good writing still calls for clarity, strong nouns and verbs, active voice, and - most especially -- topics that speak to the concerns and interests of audiences. Crafting these elements to fit the space constraints of print newsletters or the scan-and-go Web world calls for writers who can hit the mark quickly to grab reader attention and keep the pages turning or the mice clicking.

Artful use of subheads, bulleted lists or sidebars, and other quick-byte packaging techniques are useful skills for writers of both print and electronic newsletters, too. Pairing the know-how to appeal to reading mechanics while also providing meaningful content makes for the kind of articles (and writers) that newsletter editors need.

Responsiveness

Finally, gearing newsletters for success requires RESPONSIVENESS to readers. Knowing a publication's audience enables writers to tailor articles effectively. But being responsive to readers is an after-the-fact activity that can provide valuable feedback to help fine-tune subsequent issues...and keep savvy writers in demand.

Too often, writers pour heart and soul into articles, pack them up, ship them off for publication, deposit payment and move on to the next assignment without receiving any feedback about readers' responses to their work.

Writers looking to establish a long-term newsletter assignment must work to break this cycle.

Because newsletters exist to serve very specific audiences, constant monitoring of reader feedback is crucial to keeping content on a precise course. Writers who take time to learn what worked and what didn't for their readers, then adjust their next writing project for that publication to reflect the feedback, will be the ones newsletter editors call on time after time.

Apply the GEAR acronym to your work today and you'll enhance your success in electronic and print newsletter production.

About CL Morrison

C.L. Morrison has been a successful marketing/PR professional for more than 15 years. You can contact CL at: wordteam@aol.com


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