How to write offline newsletters that get read

Business Writing Tips by Suzan St Maur

PROBLEM:
I want to launch, improve or contribute to a print newsletter. How can I make it as effective as possible?

SOLUTION:
Make sure your content is relevant and is genuinely useful for the reader.

Print newsletters have a sad habit of falling prey to the same self-indulgent and boring content as the misguided, subjective, self-congratulatory press releases so many organizations issue. Only this time, it’s worse. It’s not just a few paragraphs of self-indulgent drivel, it’s two, four or even eight pages of stuff that’s of tremendous interest to the writers and instigators, but usually of no interest to the readers.

Of course, if the newsletter is directed only to staff or another purely internal group, the fact that there is a certain degree of family indulgence, will help.

Where you do have to pull yourselves up by the bootlaces is with newsletters that go outside the organization – particularly customer newsletters. Here you need to place yourself firmly in the shoes of the audience.

Newsletters are of much greater value to the reader if they contain information that is of genuine, generic use to them – information that helps them do their jobs better, or in some other way improves their daily life. Very few people these days are stupid enough to be fooled by the thinly disguised advertising blurb masquerading as “useful” editorial. Yet all too often I see companies spending quite large sums of money on customer newsletters that really do put the “junk” into junk mail.

All it takes to turn a boring, totally subjective newsletter into a useful, interesting one is a little time and imagination, not big bucks.

• A car dealership’s quarterly newsletter can not only announce the latest new model launches and new staff appointments, but also include a seasonal maintenance checklist … how to drive safely in winter conditions … ideas on how to keep the kids entertained on long car trips … security and anti-theft tips … dates of future roadworks/construction that may cause congestion … etc.

An accountancy firm can send out information on how new legislation affects local or regional businesses, how new tax laws should be interpreted, tips and advice on how to fill out personal tax returns, tips for small businesses and self-employed people on how to record their expenses more efficiently, etc.

• An investment company can send out information to business customers that updates them on the latest corporate issues and how those apply to individual companies, and also include advice on personal investments, pension plans, even advice for readers’ families, e.g. saving for college/university loans and the best savings plans to set up for children, trust funds, etc.

All of the information I’ve described above would not cost much to procure – probably just a matter of a few phone calls, a couple of hours surfing the net, and a day or two of someone’s time putting it all together. Obviously you need to be careful not to use other organizations’ copyright material without permission, but in my experience most organizations will cheerfully grant you permission provided that you credit them appropriately.

What a difference this type of content makes to an organization’s external newsletter! You instantly gain the respect or your readers, because you’re giving them something tangible without asking them for anything in return. And this can only reflect in one way on your business relationship with them.

Suze

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