By Gloria Hildebrandt

There are many reasons to produce a newsletter, but good things will only happen if it’s done well. A poor, half-hearted, casual effort may do more harm than good, by advertising weaknesses instead of strengths.

Positive Results

• A good newsletter can achieve the following:
• Introduce your products and services.
• Create or improve communications between you and your readers.
• Build recognition and familiarity with your brands or name.
• Develop relationships as your readers learn more about you over time.
• Convince readers of your commitment and dedication to your newsletter’s goals.
• Demonstrate your knowledge, skills and expertise.
• Strengthen your reputation.
• Keep your name “top of mind” when your products or services are needed.
• Reinforce in a regular and subtle way, that you welcome new business.

You’ll have your own goals for a newsletter. It may be to increase sales, attract new clients, raise morale, share information, motivate people. It may be for an internal or external audience. Whatever your reasons, your newsletter will be successful when it meets those goals.

Good Techniques

Here are ways to create a newsletter that works:

It’s better to begin with a modest size and frequency of publication, and maintain it regularly, than it is to be too ambitious and fail to deliver what you intended.

Provide real substance that has potential value to your readers. Keep the promotional bits to a minimum. Keep the newsletter short and filled with interesting material. Avoid space fillers.

Try to include actual news. Keep an ongoing file of developments, achievements, questions and solutions to problems, to draw from for each issue. A newsletter is a significant opportunity to communicate with your readers, and shouldn’t be wasted.

Unless you’re promoting design or artistic services or products, content should have a bigger impact than appearance. Still, aim for an attractive layout. There are software programs that let everyone create appealing materials. Try to vary the layout of each issue, within a recognizable design. If readers see the same stuff appearing in the same place each issue, they’ll stop reading it. Keep your newsletter dynamic and interesting in both style and content.

Gloria Hildebrandt is a writer, researcher, editor and communications consultant. Contact her to discuss your publicity goals.