Your business has a service(s) or product(s) to offer. You want your target audience to notice you. You want to personally speak with your target audience reader. But how can you manage all of that?
Enter, Business Newsletter.
Reminder: Business newsletters are one of the most effective forms of marketing communication. Affirmation: More effective than that, is a well drafted business newsletter.
Who are they?
Before drafting your newsletter, it is important to realize the demography of your reader and know who you are talking to. This will help you to plan the next step of correctly picking the base elements for your newsletter.
Design: Subtle and formal or loud and informal.
Language: Formal or Informal.
Style It
Nobody wants to read a cramped newsletter where each article is fighting for space. Newsletters are close to leisure reading. A capacious newsletter is attractive. Space out your articles. People will want to browse through newsletters on the go. So, make it look good, avoid too many boxes, use complementing colours, and publish a scan-friendly newsletter.
Woo-hoo I’m here!
Giving an attractive title to your newsletter is not enough. When reading a newspaper, what articles catch your attention first? The ones with gripping headlines. Similarly, you should try to invent mind-tingling headlines for each section of your newsletter. Hold your reader’s attention by the rein. Take a key word from your article and dramatize it.
Lasso them in
An inviting headline and average content do not match. The key to creating effective content for your newsletter is to speak with your reader. Sure, it is easy to extol your business offerings to the reader; but what’s in it for them? Choose words that address their concern. Be on their side.
Example: Introducing low fat butter
Approach 1: This low fat butter doesn’t make you miss real butter. It tastes just as good and makes dieting yum!
Approach 2: This butter will NOT go straight for the thighs, hips and tummy. Less fat same taste.
Do you see what has happened here? It is the same butter but ‘Approach 2’ directly attacks your reader’s concern.
Tactful not tacky
A newsletter is not a salesperson. Your newsletter is also a PR tool for your organization as a whole.
1. Always include your logo in your newsletters.
2. A newsletter should be crisp. Articles in your newsletter should be concise.
3. You don’t need to give your readers all the information at once. Your newsletter will read more effectively if you can focus on one subject in each newsletter.
4. Establish a bond with your readers. Hold a conversation with them. Use first person form to build on a relationship.
5. Open with a small note signed by your CEO or Director.
6. Let your newsletter be informative. Address the recent issues in your field. Try talking about the latest market trends, the pros and cons.
7. Get on the same page as the reader; then, tactfully weave in what your business has to offer to help improve the situation.
8. Throw in a discount or special offer to promote your service(s) or product(s).
Encourage your readers to want to buy what you want to sell.
9. Avoid directly quoting the price of your product(s) or service(s). Provide a link where the reader can get details. Leave room for them to contact you for more information.
10. You can also throw in light facts for the reader to enjoy your newsletter. Like awards won by you, an employee’s latest achievement, or a new practice in your organization. This way you are inviting the reader to be a part of your fraternity.
11. You can even use the newsletter to boast about how your product or service has helped save a situation in the form of a case study.
12. Set a publishing schedule – weekly, fortnightly, or monthly. Be punctual.
Back and Forth
1. Allow readers to talk to you. Provide details by which they can contact you. Encourage your readers to provide feedback.
2. You can provide a subscription coupon through which readers can invite associates to enjoy your newsletter or confirm their subscription to your newsletter.
3. Get them to interact. Include a poll where your readers can vote. Use the results to generate a new topic in your next newsletter. Keep it flowing.
Newsletter Etiquettes
1. When mailing your newsletter to a prospective client, ensure that you include a cover letter introducing yourself.
2. Allow readers to suggest what they would like to read in your newsletters. Make an effort to include those suggestions in your next newsletter.
3. Be polite. We cannot assume that your reader welcomes your newsletter every time you mail it. Provide an option where your reader can unsubscribe with a single click. When posting a printed newsletter, include a self-addressed envelope through which the reader can unsubscribe or revert with comments.
4. Not every computer is compatible with the fancy font you have used. Always use a regular font. In a printed newsletter, use a font that is easy to read and doesn’t put too much strain on the eyes.
5. Check your computer for viruses before shooting out your newsletter. It is rude to send infected mails.
6. When inserting names of the recipients in your newsletter, double check the title and spelling of the name.
Editor's note: Most articles submitted to Chillibreeze go through a selection process. Only 30 percent of submitted articles are accepted for publication on the Chillibreeze.com featured article list. All accepted articles are edited and proofread for glaring errors of punctuation and grammar. Sentence structure is changed in certain cases and sometimes, entire sections are rewritten. If you notice any errors that have slipped through the cracks, do let us know! (Email us at info at chillibreeze dot com).
Chillibreeze's disclaimer: This is a contributed article and was published on Chillibreeze in September, 2010. The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article. The relevance of the facts and figures cited (if any) could change after a period of time.
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—About our writer:
Neha Gupta is a full time freelance writer who has earned a Bachelors in Mass Media. She then went on to do a diploma course in business studies. Her education has refined her aptitude in report and article writing. Having worked for four years in two different companies, she has experience in content development, research, and marketing communication as well. Apart from this, being an animal lover and an owner of five dogs, Neha is well informed on the subject of pet grooming and training.
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