Why Should You Create One?

Newsletters are one of the least expensive -- and most effective -- public relations tools that exist for drawing attention to a business or Web site.

By sending out a quality newsletter on a regular basis, you can keep clients, potential clients, the media, and other important sources updated about your business.

Frequency of mailing builds familiarity, and familiarity inspires return visits. Plus, the effort of creating a newsletter itself speaks volumes about your commitment to the subject. It also positions you as an expert and a valuable resource.

So, Let's Get Started

Begin by choosing a format and naming your newsletter

To save time and money later, decide early on: Will the newsletter be emailed or printed? If it's the latter, will it be 2 pages, 4, or more? Printed in black and white, 2/c, or 4/color? Do you need a logo? What about a designer to give the newsletter a stylish look? All that affects the total cost.

Since I'm not the greatest newsletter namer, the no-brainer advice I offer on the subject is 1) include the topic of your site in the title and 2) use the word News or one of its synonyms that also indicate timeliness.

Do You Need to Do Background Research First?

If you're going to write a newsletter for someone else, you need to understand their business first. In my last newsletter assignment, not being an expert on the the printing business, I started by asking the clients to supply information that could quickly acquaint me with what they do. I requested they send me printing trade papers, yearbooks, and highlights of their own correspondence, preferably pitch letters.

Interview Your Client -- Or Yourself

After reading the background information, draw up a list of questions. Ask:

• What's unique about your company?
• Who are your clients? (This tells you what kind of audience you'll be writing to.)
• What recent product are your proudest of? Show it to me. Describe it in your own words. (This can be the core of a news or new-product feature in your newsletter.)
• Have you won any awards?
• Are there any clients who would provide a testimonial about your services? (Makes good filler material -- as long as it's short.)
• What does your audience need to know about your business/service/product/idea?
• Are there any misconceptions we can use the newsletter to clear up?
• What advances in your industry will interest your audience?

Structure a Table of Contents

In developing a table of contents,think like an editor: Try to assemble a diverse and lively assortment of newsworthy pieces. Some articles can be long, others short. All need to be different in tone and content. How can you start?

Think of all the elements you see in a newspaper:

• table of contents
• masthead
• news articles
• feature articles
• personality profiles
• editorials
• columns
• new product announcements
• good news/success stories
• Q&A
• puzzles
• coming-attraction ads

Now, adapt this mix to your subject matter.You don't have to write the full story at first. Just come up with headlines that reflect the content that will follow. Then map out which items will go on each page of the newsletter.Once you know the editorial line-up, it's time to start writing.