Writing Solutions

"We Can Right It For You"

NEWSLETTERS

Print or electronic, newsletters allow the producer to successfully communicate with the target audience. While some find newsletter presentation and preparation daunting, it can and should be used to inform readers as well as promoting your products or services. Too many businesses in the public or private sector miss the opportunity to use their newsletters for not only presentation but for sales. "Newsletters" should have some urgency and timeliness, otherwise, they fall into the category of periodicals. Websites can consistently be updated to keep existing (and hopefully new) readers informed. There should be one or more "calls-to-action", or giveaways to gauge the effectiveness of your publication.

While news is the heart of a newsletter, overt sales pitches can turn readers and potential customers or clients off. A carefully crafted mix or useful information, company presentation and 'pitching' what you have to offer can add an economic engine to a company or a city.

The debate as to whether to include advertising (or not) in one's newsletter continues. The fact is, unless one can afford to subsidize the entire publication and run it ad free; advertising is a reality! If you are a local chamber of commerce or a national magazine or newspaper, advertising is the fuel that stokes the engine of success.

If you have an Internet presence, PLEASE include your newsletters on your website! There is no more economically feasible vehicle to reach your audience. A permission or "opt-in" format gives the reader the ability and choice of receiving your material on a timely basis.

While this page is undergoing an update, here are a few examples.

The city of Banning, CA incorporated in 1913. The year 2005 saw them desiring a newsletter. We created it, using the zip code, in bar code format as the title and the branding.

Renaissance Pet Spa

Rotary newsletter

Tenet HealthSystem needed a transition newsletter. We created it. It was a simple, but effective done on 11 x17 glossy paper, 2-color. This is a sample of the inside.

Hint - - - When working with large corporations, pad your deadlines. Even when material originates from corporate, it takes time for the piece to work through the corporate maze. Plan your time wisely.

Gail Paparian writes a regular column for the Banning Chamber of Commerce. Please click here to view samples.

_{Go Home}