Every organisation has something to say, but few have the ability to make people sit up and take note. The secret is to understand and engage the audience. Here’s how:

Top 10 Tips

1. Know your readers. Before you write a word, make sure you know exactly who you are writing for and tailor your content accordingly. If necessary, carry out research to find out what type of news your customers are interested in? You might be surprised.
2. Choose the right format. Hard copy or online? Some customers prefer newsletters sent in the post. Others prefer e-newsletters. Ask them. Printed newsletters can have more impact but e-newsletters are cheaper, greener and you can track who reads them.
3. Target the individual. Whether you choose print or online versions, or both, you must have accurate data on your target audience. Ideally, address your newsletter to an individual. Make your readers feel special and you are more likely to hold their attention.
4. Be relevant. Each story must be relevant and to the point. Don’t fill pages for the sake of it and don’t veer off the subject. You will lose readers.
5. Avoid the ‘me, me, me’ syndrome. The most interesting newsletters do not simply contain company news; they contain informative articles about the market and industry as a whole with guest articles by industry specialists. They contain useful information that readers cannot find elsewhere.
6. Make your readers feel part of it. By involving your readers, you can generate more interest. Where relevant, use customer testimonials, guest columns and surveys to invite interaction and feedback.
7. Watch your grammar. Poor grammar and punctuation or the incorrect tone can ruin good content. It reflects badly on your organisation and can damage your reputation. Check it and double check it before going to print/going live. Style and tone are also key and must reflect your brand.
8. Use good visuals. Photos and images bring a story to life, but only if they are good quality and relevant. If it’s not a good photo, don’t use it. If you can’t find anything appropriate, consider stock image libraries or illustrations. Similarly, the design must be attractive and professional.
9. Offer an incentive. Your target audience will probably be bombarded with online and offline mail on a daily basis. They have little time to read anything let alone act on it. An incentive such as an exclusive reader offer could make the difference.
10. Use a professional. We would say that wouldn’t we! It is very hard, not to mention time consuming, to write informative, engaging news to capture the interest of your readers and hold it long enough to impress them. That’s where we come in.

Free help with your copywriting This article is written by Ian Lavis, Director of The Writing Room, a copywriting agency that creates words to inspire business. By conveying key messages simply and powerfully, The Writing Room helps clients win sales and impress customers, employees and stakeholders. The Writing Room produces copy for all forms of written communication, from corporate brochures and direct mail to newsletters and websites. For a free, no obligation meeting to discuss your writing requirements, please contact: Ian Lavis The Writing Room t +44 (0) 20 8656 5441 e info@inthewritingroom.com www.inthewritingroom.com