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This article
appeared in the Spring 1997 edition of Short
Words, the newsletter of Tim Albert Training.
It was written by Tim Albert.
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Newsletters:
seven questions editors should ask
Millions of newsletters come to us each year. We all have
our own reasons for keeping some and throwing others away -
and they usually depend on our answers to the following
seven questions.
- Why have they sent this to me? If readers
cannot immediately understand what the publication is
about, they will turn off. This means having a clear
'mission statement' printed prominently on the front
page, eg: 'A monthly information sheet for those who buy
left-handed tea cups'.
- What will I get out of it? Editors have to
make sure that there is something in it for the readers.
Write the stories in such a way that they will become
interested.
- Are they talking to me in my language? Use the
language of readers, not of the organisation which is
paying for the newsletter. Replace: 'A relocation has
been accepted as the most viable future option for the
food and beverage facility' with 'The canteen is
moving'.
- Is it just blatant propaganda? Keep to the
facts and avoid value-laden (and vague) words like
'wonderful' and 'distinguished'. Under no circumstances
give in to the pressure to make sure Everyone Important
like the Doctors and Directors (but not patients and
shareholders) have Pompous Initial Capitals.
- Have they bothered to organise the information for
me? Readers expect the publications they enjoy to
have the same pattern edition after edition, with
distinct articles (news, features, humour) in distinct
and clearly signposted sections. Each page should also be
clearly laid out.
- Can I read it easily? Is they type too small
for those of a certain age? Are the lines too long? Has a
designer decided to put text on a background so that it
is almost impossible to read?
- What do I feel about the editor? The design
you have chosen will prompt an emotional reaction in your
readers. Avoid too many fonts and stories and headlines
that don't quite fit. Keep the pages simple and
elegant.
How do you know when you are doing
well?
- You do a readership
survey that shows that a fair proportion of people admits
to reading - and liking - what you have
published.
- Someone in authority
wants to muscle in on the act. This is flattering but
dangerous.
- People keep sending you
boring articles that you have to turn down.
- You put in a notice
about your lost pencil case, and it is returned within
minutes of your newsletter being published.
- Readers complain. This
is the highest compliment of all; you have been
noticed.
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