How to Write and Market your Newsletter

Many non-profit organizations begin life on a shoestring budget. Many businesses, having previously outsourced their newsletter, may now find it necessary to assign an employee to take on the responsibility. For the person who enjoys writing, a newsletter can become a satisfying creative outlet that also generates income or contacts for the business. It makes the employee invaluable and passed over in the next round of job cuts. Newsletter writing is also a great stay at home business opportunity!

A newsletter is a cross between a newspaper, a magazine and a blog. It must have goals and serve some purpose for the reader. Anyone with computer experience, a habit of picking up on grammatical errors and an Organization-In-Need can create and maintain a newsletter. A good newsletter must answer these four basic questions: Who are you and how can they get a hold of you? What are your credentials or proof that you know what you are talking about? What have you done that shows your dedication and legitimacy? What step does the reader need to do to get your product or support your cause?

Difficulty: Moderate

Instructions

Things You'll Need:

• Word Processing program such as Microsoft Publisher.
• Conversion Software (such as Adobe) to easily email or publish to a website.
• Website
• Fax Machine
• Email account

1. Every newsletter should start with a good planned outline:

2. What is your product? This can be your mission statement as well as the "Letter from the Editor/President/CEO".

3. Showcase someone who is a part of the organization/business or someone who benefitted from the product or service. There should be at least one interview in each newsletter.

4. Provide support to your reader through a "How to" article by offering a short feature article written by an expert in that field. Whether it is grooming tips from "Sally's Pooch Salon" or planting tips from "Farmer Brown", the reader should take away reliable tried and tested methods to help them with their project.

5. Introduce the reader to your organization with short bio's of members or the history of the organization. Report the milestone you have reached and the goals you have set for the upcoming quarter or year.

6. Include a story that is from your "parent" organization or the national group. Tell about upcoming legislation or "hot" topics others are grappling with. Discuss how other similar groups are tackling similar issues or have solved a problem.

7. How will you know whether your newsletter is doing its job? Sponsor a regular contest for writing, poetry, art or photography. Offer a coupon. Include a link for taking an online survey.

8. Advertising and Marketing your Newsletter:
   Choose more than one way to get your newsletter out there; simply mailing paper copies is never enough. Advertise your newsletter on business cards, web sites, send out mass emailings and encourage readers to forward them on. Link up to other websites such as your local Chamber of Commerce or other local and national business organizations that deal with the same cause. Send a paper copy to related businesses followed by an email or phone call requesting to link onto their business website. Get a list of local fax numbers and do a monthly 1 page "teaser" newsletter fax distribution.

9. Ideas for Articles to include in every Newsletter:

10. What service do you offer? Why would someone choose to join your organization? People will respond to a call to service if the benefit is to themselves. If you are trying to make improvements in a current local problem, your newsletter should explain how your organization is working toward some goal. Request the readers immediate response in a specific form, whether showing up for an event, sending money or signing a petition.

11. Tell about something that you have achieved already. Quote a testimonial, profile a particular incident or person who has made a difference or tell the reader how much the fundraiser netted and how it will be spent.

12. Provide a "How to" article by offering a short feature written by an expert in that field. Interview a book author, specialist or business offering training or services. The reader should be able to take away reliable tried and tested methods or tips.

13. Always save article that didn't make it to the current issue. You never know when you can use the information for an upcoming story or need a small "filler" article to accompany a longer article.

14. Take pictures everywhere and anywhere. Categorize and save them as the property of the organization. Write the "Who, what and where" for each picture. You can use these for future issues rather than searching clipart without the worry about copy write laws. Take pictures of the most mundane objects at your events such as a luncheon plate, a street sign, a banner or a landscape picture.

Tips & Warnings

• Consider selling space in your newsletter to other similar organizations for a modest fee. You are already going through the effort; why not make it pay for itself?
• Have at least 3 people proofread the finished newsletter that have not already seen it.
• Check that your articles are targeting the reader by looking for the use of "you" rather than "I" or "we". Do not say "We will provide...", say "You will receive..."
• The size of font can be determined by holding a printed page at arms length. If you can read it without squinting, it is just right.
• If your newsletter is printed in black and white, use different types and sizes of font for each article.
• The most common format for columns is three lines. Use no columns to make it look like a "folksy" letter from home. The more columns the harder it is to read.

[danielgardner]

on 7/5/2009 Thanks for the tip - I just begun my own website and this is a great theme.

[kristara]

on 5/18/2009 Great marketing advice. 5*

[skyedanzer]

on 5/17/2009 Terrific newsletter info! 5* RRR