Newsletters are still an effective way to communicate your company or brand with your customers. They allow you to position yourself as an expert in your industry as well as promote your products and services. Newsletters, if done correctly, can be a very powerful tool in your marketing communications tool box. This daily marketing tip discusses 10 newsletter writing tips for effective newsletters.
10 Newsletter Writing Tips
This is not a conclusive list on writing newsletters, but I have used these ideas to craft effective newsletters for clients many times. The list of tips is good to use for both printed newsletters and digital newsletters.
- Provide useful information: Give your audience valuable and useful information. Teach them something new or give them interesting information about your industry. Consider writing about how to use a new product or service you provide. Avoid a hard sell by filling your newsletter with advertisement and promotions. This is a guaranteed way to lose readers’ interest.
- Inject personality into your writing style: Readers are bombarded with thousands of marketing messages per day. So cut through the clutter and be remembered by letting your personality shine with a conversational tone. However, be careful and not use of slang unless your audience understands the slang. Humor is always welcomed, but only in articles where it would be beneficial, but be careful not to be insulting or culturally incecitive.
- Research: There’s nothing that kills your credibility faster than an article written with incorrect information. When providing statistical information, be sure to research the information and cite your source directly in the article or as a footnote.
- Avoid jargon: If you’re writing a newsletter on cats, and you happen to be veterinarian, you may be tempted to use medical terms relating to the little kitty’s. Unless your audience is a group of veterinarians, do not use technical language, or jargon. Your average reader will not be able to understand your content. So, avoid industry specific jargon (technical speak) unless you are certain your audience will understand it.
- Brevity is king: Certainly you have come across individuals who can talk your ear off. These individuals write as they speak, they just ramble. Don’t ramble. Be brief and concise.
- Use chunking: Chunking refers to arranging information into small “bite sized” bits of information. Often times it may be a bullet list, a side bar, or numbered list. This breaks up the copy and focuses the reader on the important, information in your article.
- Use images: The web is a visual medium and humans are visual creatures. Use images to illustrate your article and attract and keep readers attention. Samples of images could include photography, infographics, graphs, illustrations, or charts.
- Write a good headline to attract readers: Headlines are what attract attention. If you write a bad headline, chances are your article will be ignored. Headlines that do well are ones that focus on self-interest and news items. See this article titled, “4 Headline Types that Generate Reader Interest” to learn more about writing article headlines.
- Respect copyright laws: It is easy to find an article we like on the internet and just copy and paste it into our documents. However, these articles are copyrighted by the author. The same goes for artwork and photography. Unless the article or artwork states that you may reproduce them, assume they are copyrighted material. Ask for written permission to use them or write your own original work and purchase the photos and art. If you do not, you may find yourself in a legal hot water!
- Proof read!: Spell check is great, but spell check does not catch syntax and homonyms. Proof read your work. You will be glad you did and so will your reader. It is a good idea to have someone other than yourself review your work, because, often, it is more difficult to proof your own work since you are used to seeing it. If you do not have someone to help you proof your work, begin proofing it yourself by reading it backwards, beginning at the end of the article. This will help you to pay attention to the words.
Writing newsletters, both digital and for print, are both fun and rewarding if they are done properly. These 10 newsletter writing tips are suggestions for writing good, effective content to engage your reader. I have both written hundreds of newsletter articles and have won several design awards for newsletter design. If you have any newsletter writing tips of your own that have been successful in your own wiring, please share them in the comment section.