Spotted Wombat

Often, the hardest part about writing a newsletter is figuring out what to include.

A newsletter is simply a collection of small details which, when added together, evolve into a powerful, targeted sales message.

Include the following segments in your newsletter:

News

Include current and relevant news items. Your newsletter should inform readers, rather than blatantly selling to them.

Theme

Choose a theme that is relevant to your industry. It could be a particular problem, or some common questions that need answering. Run this theme throughout your newsletter. 

Editorials

Articles that share an opinion encourage credibility, particularly if they disagree with news items or current happenings. Share your point of view.

Expert columns

Find an expert to write on a particular subject in every newsletter. The expert should be someone from your company and presented as such. If you cannot find an expert, write it yourself and include a byline.

Advertise and promote

Place advertisements strategically throughout your content. Design these professionally and make them noticeable. Write a short feature on the product or service you are advertising, perhaps by including a case study. Client reviews work well here, too. Do not ever make up a review. Ever. It's false advertising, unethical and you will certainly lose credibility. If you can't find any reviews on your product, ask your clients for one. Ask for reviews on your blog (make it clear when posting that it may be published elsewhere) or on message boards.

Ensure that your newsletter is informative and pleasurable to read. Bring a smile to someone's day by including something humorous. Don't fill your newsletter with photos of your staff, praise for your organisation and information that means nothing to your clients.

A newsletter is just that - it provides news.

Wordy thought for today:

Spotted Wombat is a comprehensive content marketing and copywriting service in Brisbane, Australia. We provide writing for brochures, newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.

Coming up with relevant and compelling content for your newsletter is not always as easy as it sounds.

Try putting up some construction paper next to the water-cooler, or in the kitchen. Invite people to use their creativity and add some comments, draw a picture, or acknowledge a colleague's hard work.

Offering a blank canvas also allows you and others to express your feelings and frustrations in a positive, and often humorous way. If some people are exhausted from working overtime, a cartoon image of someone sleeping on the job often alerts others to be more understanding with deadlines and other issues.

Wordy thought for today:

“Asking a writer what he thinks about criticism is like asking a lamppost what it feels about dogs.” - John Osborne

Spotted Wombat is a content marketing copywriting service in Brisbane, Australia. We provide writing for newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.

Internal company newsletters contribute to employee bonding and morale. They encourage employees to build and strengthen relationships, as well as highlight professional or personal achievements and accomplishments.

A column featuring fun ideas can help turn a boring newsletter (that nobody reads) into something that people look forward to receiving. Invite your colleagues to participate in the column - that way it becomes a group effort.

Some topics that people enjoy reading about include:

• Local restaurant reviews
• Favourite jokes
• Local community happenings
• Personal accomplishments
• Obscure facts about colleagues (ensure you obtain permission first)

An obscure facts column is good for unearthing the Financial Director's love of amateur radio, or the bookkeeper's passion for monster machines.

Sometimes, you can share your newsletter with your customers - turning it into a form of content marketing that promotes better customer relations.

Wordy thought for today:

A palindrome is a word, phrase or number that can be read the same way in either direction. Example: Was it a rat I saw?

Spotted Wombat is a comprehensive copywriting service in Brisbane, Australia. We provide writing for brochures, newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.

Would you read a newsletter full of adverts?

I don't.

What are newsletters for, then? Read more >>

White space is one of the most undervalued tools in content marketing.

What is white space?

• the area around a headline
• page margins
• vertical spaces between columns
• open space at the end of unjustified text
• paragraph spacing
• paragraph indentations
• spacing between lines

White space doesn't have to be white. It can be any colour and is really just a background.

Why is white space important?

White space allows text to stand out and provides a contrast. Think of headlines that capture your attention. Are they big, bold and surrounded by space? Have a closer look at the headline and you will see that it is the white space that has made it "jump" out from the page.

White space also gives the eye a chance to rest and draws attention to key points in your document. Less is more when you are trying to attract readers. Make it easy for them, by ensuring that you emphasise your message with plenty of white space.

Wordy thought for today:

Spotted Wombat is a comprehensive copywriting service in Brisbane, Australia. We provide writing for brochures, newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.