TOP 10 Reasons You Should Have a Newsletter

Happy clients and satisfied customers convey that message to their friends and business associates, and that presents a good image for YOU. Because newsletters generally are read by many more people than just those who initially receive them, your good image will be widespread.

A newsletter:

1) Is the most effective, most attractive way of getting your message to your current and potential clients.

2) Provides valuable information about your business and services.

3) Are relevant, timely and welcome, and remind your clients that you are concerned about their interests.

4) Restate the benefits your clients receive by doing business with you.

5) Are a dignified subtle way to promote your business.

6) Give your clients and prospects the opportunity to find out what they may want to know via Q & A columns.

7) Are a good way to introduce new services and products to current and potential clients.

8) Are a welcome handout at meetings and seminars.

9) Are not canned and impersonal and perceived as junk mail.

AND

10) Demonstrate the performance, reliability and consistency of YOU and your company.

Stationary versus Stationery

When something is standing still, it’s stationary. That piece of paper you write a letter on is stationery.


Let the “E” in “stationery” remind you of “envelope.”

Download Our Proofreaders Marks

Proofreading Marks

The Value of a Custom Publication

Traditional advertising promotes a brand. Custom media campaigns take brand building a step further by creating an emotional connection between a company and their customer.

“A 2005 Custom Publishing Council study conducted by Roper Public Affairs found that 85% of all consumers said that they would rather get information through an interesting collection of articles than through an ad. And 75% feel that custom publications show a company’s interest in building good relationships with them.”

Promo Magazine, January 2007

VALUE AND BENEFITS OF A NEWSLETTER:

• Increases name recognition

• Promotes customer loyalty and increases referrals

• Creates an opportunity for a company or organization to make existing clients aware of additional products and/or services

• Generates continual feedback from the customer through an open dialogue

PRINTED NEWSLETTERS:

• Get through the “gate-keeper”

• Have a high retention rate based on perceived value – do not get discarded (newsletters are perceived as news not advertising)

• Newsletters get passed on to an average of 2 to 3 people

• Usually, the newsletter has the highest readership in terms of content versus other marketing material

ELECTRONIC NEWSLETTERS:

• Properly executed – electronic newsletters will get through spam filters

• HTML newsletter will be read based on an effective design and layout with articles of perceived value

• If prepared and delivered on a timely basis the newsletter will realize an increased readership rating

“Custom publishing marries the marketing ambitions of a company with the information needs of its target audience. This occurs through the delivery of editorial content — via print, Internet, and other media — so intrinsically valuable that it moves the recipient’s behavior in a desired direction.”

-Custom Publishing Council

Increase Your Readership

Dear Big Client,

I reviewed the statistics you sent me for your newsletter and put together some ideas that might help to increase readership.

Your e-Newsletter is a way to show what you can truly offer as a professional in your field, not just sell a service or product. Your e-Newsletter shows that you are a source of information on new trends and an expert in your field.

A newsletter is not just about measuring the ROI of every issue. Nor should a newsletter even be expected to pay for itself with every issue. The role of the newsletter is to engage your readers and hold their attention for years to come. When you interact with your readers, you have a huge impact on their loyalty and the amount of attention they give your publication. There are also a number of ways you can introduce interactive elements to your newsletter.

The return on this investment comes when a newsletter recipient needs to make a purchase. He or she will have options to choose from. And if he or she has been reading your newsletter for months or even years, then you have an advantage.

Satisfied newsletter subscribers are more likely to choose your company, simply because you have held their attention and built confidence and trust in your products or services. You become the obvious or even the only choice.

Once you have built a list of thousands or tens of thousands of subscribers, you will have created a remarkable asset. That is to say, you will have tens of thousands of highly qualified prospects who trust you, listen to you and are willing to follow your advice and recommendations.

• Make your list 100% opt-in with a sign up form on your Web site. When you have a newsletter, it’s tempting to choose tactics that will grow your list as fast as possible. However, the long-term results of such a tactic are almost always negative.

• Include surveys in each issue. Not everyone will participate, but many will. And be sure to share the results in your next issue. People will look forward to reading about the results. Over time you will find the survey results will teach you a great deal about your readers and their core interests. It is a good way to get feedback and to steer your publication forward in a direction that is of interest to your most engaged readers.

• Invite readers to ask questions. The “ask the expert” feature is one used successfully in many newsletters. Invite people to send in their questions, but also make it clear you can answer only one or two questions per issue. People will understand that. One thing you can be sure about: Everyone who sends in a question will open and read the next issue. Also, every one of your subscribers will appreciate that you have taken the time to answer the question and that you are really there — a living, breathing human being.

E-newsletters build relationships over time. While promotional e-mails are designed to solicit immediate responses, the unique strength of a newsletter is its ability to address a growing list of interested customers and prospects over a period of years. While newsletters can certainly include links, which might lead to immediate sales, the editorial content of a good newsletter is created with a view to retaining your subscribers’ attention and loyalty over the long term.

The primary responsibility and purpose of a newsletter is to retain the attention of this growing group of subscribers and to position your company as the expert they can trust most when it comes to making a purchase.

Much like a branding campaign, this long-term focus can make it tricky to measure the precise return on investment. But many organizations have found it’s more than worth the time and energy it takes to produce it.

Call if you want to discuss any of the topics in more detail.

Cassie Maher

Vice President, The Newsletter Factory

770-955-1600 ext. 101

25 Reasons Why You Should Have a Newsletter

 Newsletters:


1. Greatly enhance your image and reputation.

2. A newsletter is the most effective, most attractive way of getting your message to your current and potential clients.

3. Provide valuable information about your business and your services.

4. Are relevant, timely and welcome, and remind your clients that you are concerned about their interests.

5. Re-state the benefits your clients receive by doing business with you.

6. Are a very dignified, subtle way to promote your business.

7. Present a professional, winning image to current and potential clients.

8. Demonstrate the permanence, reliability and consistency of YOU and your company.

9. Display your willingness to serve others.

10. Reward clients by featuring stories about them.

11. Are a good way to introduce new staff, services and products to current and potential clients.

12. Say something good about you on a regular and frequent basis.

13. Give YOU added exposure, thereby increasing your chances for new business.

14. Are not canned and impersonal like junk mail.

15. Are a welcome handout at meetings and seminars.

16. Present YOU in the best possible light to clients and prospects.

17. Educate your clients in a non-threatening way.

18. Improve relations with You and your clients.

19. Motivate clients and prospects by rewarding them for achievements, such as client or prospect of the month.

20. Feature client activities both on and off the job, promoting a happy atmosphere.

21. Give your clients and prospects the opportunity to find out what they may want to know via Question & Answer columns.

22. Promote camaraderie among your clients and prospects.

23. Showcase awards that you or A FEATURED CLIENT, or individual, has won.

24. A great way to present informal news about changes in legislation, etc. to your clients and prospects

AND ONE MORE REASON ...

NEWSLETTERS GIVE YOU GOOD COMMUNITY PR

Happy clients and satisfied customers convey that message to their friends and business associates, and that presents a good image for YOU. Because newsletters generally are read by many more people than just those who initially receive them, your good image will be widespread.

Maximize Your Sales Efforts Through the 3 Steps of Relationship Selling

While sales are the lifeline of any business, the best sales approach during any economy does not involve a complex or abstract theory, but is based on the concept of simply doing right by your customers and proving that you are their ally in solving their problems. Relationship selling is the means of developing this bond and is built on a three-step process of knowing you, liking you and then trusting you.

“People don’t buy from companies, they buy from people — people they trust,” said Ken Hilderhoff, president of Premier Marketing Resources. “Relationship selling begins with the first contact. Potential clients first have to know you, then they have to like you. Only if you accomplish the first two steps will you have the opportunity to gain their trust.”

Potential clients make the decision of wanting to get to know you pretty quickly – in about 10 seconds. Just think of your last cold call — the response you received after your introduction line probably gave you the indication of whether or not that person wanted to hear more about your product or service.

Part of the getting to know and like you process involves demonstrating your trustworthy character and letting your clients know that they mean more to you than just the sale at hand. By really listening to their needs and offering products or services tailored to those needs, you’ll build their confidence in you as a caring and trusted resource for solving their problems.

A solution-oriented approach to selling, relationship selling adds to your overall value proposition. And the value you bring to the relationship will ultimately make the difference in your future with the client.

Pave the Road to Future Sales with Your Reputation and Reliability

Relationship selling is a long-term investment in your company’s future. While you may not always make a sale right away, the nurturing that you do now will make for an easier sale down the road, and also repeat business and referrals. Relationship selling is a two-way association in which your reputation will be working for you nonstop.

Once the prospect has become a client, follow up after each sale to make sure the client is happy with the product or service. Not only will it help you solve problems in their early stage, it will also provide an opportunity to determine any additional needs they may have.

Maintaining the relationship in between sales is critical, and each contact should not involve a sales attempt. Foster goodwill through regular contact by providing clients with tickets to sporting events or concerts, or simply take them out to lunch occasionally.

Although your company may be not be the least expensive option in your area of expertise, offering a product or service based on the principles of relationship selling will make you the best value. 

Newsletters Have Great Retention

Effective E-Newsletter Writing Keeps Readers Coming Back for More

E-newsletters are becoming an increasingly popular method of marketing for companies in most industries, and for good reason. E-newsletters are one of the most cost-effective ways to reach potential customers and strengthen relationships with current ones. But how do you keep readers from becoming bored with your publication and clicking the opt-out button?

For starters, it’s critical to immediately capture the reader’s attention, so you’ll need to WIFM right away. A good WIFM (what’s in it for me) statement will make the benefits of reading the newsletter clear up front and it will also entice the audience to read the newsletter all the way to the end. And begin with the subject line of the newsletter. An interesting subject line sets the tone and can serve as a teaser for the great information just waiting for the reader inside; so instead of October Newsletter or 3rd Quarter Newsletter, give a sneak preview as to what is so special about the current month’s message.

In delivering your message, use a friendly, conversational tone in short sentences. It generally takes more time to read on a computer screen than it does to read on paper, so make good use of the white space. Separate information into small reading portions that can be easily scanned by the reader. Too much information in long paragraphs tends to make the reader lose interest. Bullet points are another effective way of conveying information.

While the ultimate goal of your newsletter may be increased sales, your e-newsletter is also a vehicle for you to set your company apart from the competition by establishing your staff as the experts in your field. Be sure to provide relevant, useful information that will make clients want to read the newsletter month after month.

Give a call to action in your e-newsletter, such as links to products and services that your company offers. Also try to engage the reader through special offers, contests, blogs, or just a simple invitation to e-mail your company with questions, suggestions, or comments.

Offer hyperlinks to make the details of any point available to those who would like more information, but try to include these at the end of the newsletter so that readers won’t hyperlink away from your main message; they usually won’t return.

At the close of your e-newsletter, provide a teaser about the content of your next issue. A simple benefit-oriented statement, much like a good subject line, will help make the reader anticipate what’s to come, and it will also help you in building a devoted following.

Finally, be sure to proofread the e-newsletter several times and have others within your organization proofread it as well. It’s always a good idea to send test e-newsletters to several people before sending it to the whole e-mail list to make sure that links are working properly and that there hasn’t been anything overlooked during the proofreading process.

Effective writing is crucial in obtaining your company’s communication goals. Incorporating these valuable tips into your e-newsletter will go long way in maximizing the results.

Why Publish a newsletter

The primary responsibility and purpose of a newsletter is to retain the attention of this growing group of subscribers and to position your company as the vendor they trust most when it comes to making a purchase.

Much like a branding campaign, this long-term focus can make it tricky to measure the precise return on investment. But many organizations have found it’s more than worth the time and energy it takes to produce it.

High-quality newsletters are the marketing medium of the future. More appealing to a reader than a standalone sales pitch, they give companies and organizations a chance to build a long-term relationship with prospects and customers.

Newsletters and e-Newsletters feel personal because they arrive in your mailbox and inbox; you have an ongoing relationship with them. In contrast Web sites are things you glance at when you need to get something done or find the answers to a specific question.

A lot of newsletters are executed very professionally, everything is done well from a practical point but had the editor thought a little more clearly about the purpose of their newsletter, the potential of their newsletter and how to really think it through and get the greatest value from their newsletter for their company, customers, prospects and everyone else.

A good newsletter is written and published to a regular schedule with every issue including valuable and useful editorial content. The subject of editorial content is central to the power of a newsletter. While promotional email campaigns are developed to drive sales, newsletters should be viewed as a tool to educate, inform and engage your audience over the long term.

The role of the newsletter is to engage your subscribers and hold their attention for years to come.

A newsletter is also a remarkable branding tool. This is not in the visual sense (like a brand logo) or the communication of your positioning statement — but as a way to build strong feelings and positive word of mouth about your company.

A newsletter is about: Giving useful information, giving help, and giving advice.

The return on this investment comes when a subscriber needs to make a purchase. He or she will have several vendors to choose from. And if he or she has been reading your newsletter for months or even years, then you have an advantage.

Satisfied newsletter subscribers are more likely to choose your company, simply because you have held their attention and built confidence and trust in your products or services. You become the obvious or even the only choice.

Once you have built a list of thousands or tens of thousands of subscribers, you will have created a remarkable asset. That is to say, you will have tens of thousands of highly qualified prospects who trust you, listen to you and are willing to follow your advice and recommendations.

Make your newsletter interactive. When you interact with your readers, you have a huge impact on their loyalty and the amount of attention they give your publication. There are a number of ways you can introduce interactive elements to your newsletter. Include surveys in each issue. Not everyone will participate, but many will. And be sure to share the results in your next issue. People will look forward to reading about the results. Over time you will find the survey results will teach you a great deal about your readers and their core interests. It is a good way to get feedback and to steer your publication forward in a direction that is of interest to your most engaged readers.

Invite readers to ask questions. The “ask the expert” feature is one used successfully in many newsletters. Invite people to send in their questions, but also make it clear you can answer only one or two questions per issue. People will understand that. One thing you can be sure about: Everyone who sends in a question will open and read the next issue. Also, every one of your subscribers will appreciate that you have taken the time to answer the question and that you are really there — a living, breathing human being.

Photoshop Snaffu

What's wrong with this picture?

I'll post the answer on Monday. Happy Friday and have a wonderful weekend!

Notice anything funny about the girl on the tops nose?

More E-mail Etiquette

Respond quickly. Reply to each e-mail within 24 hours and preferably within the same working day. If you need more information to respond, send an e-mail back saying that you will get back to them.

Use an active voice instead of a passive voice. Try to use the active voice of a verb when possible. For example, 'We will send a design proof today', instead of 'Your newsletter proof will be sent today'. An active voice sounds more personal, and a passive voice sounds too formal.

Create an e-mail etiquette policy for your company. Create rules and guidelines that you would like all members of the company to follow. A few rules you might want to include are: e-mails should all include a signature bar, on opening an closing salutation and e-mails should be read before sending checking for spelling and grammar errors.

Just a Few E-mail Etiquette Tips

Read the e-mail before you send it. Reading your e-mail through the eyes of the recipient will help you send a more effective message and avoid misunderstandings and inappropriate comments. As well as allow you to correct any spelling or grammar mistakes.

Do not request delivery and read receipts. Don't annoy your recipient before he or she has even reads your message. If you want to know whether an e-mail was received it is better to ask the recipient reply to your e-mail so you know it was received.

Do not overuse the high priority option. If you overuse the high priority option, it will lose its function when you really need it. Also, even if an e-mail is a high priority, your message will come across as slightly aggressive if you flag it as 'high priority'. If something is really important, it is best to pick up the phone and call someone.

Just a few. I'll send more tomorrow ...

Understanding Newsletter Lingo

While the content of a newsletter is the main focus for most readers, the behind-the-scenes production is equally important. Newsletters possess a certain anatomy with each part having a name and serving a specific function. And by reading a newsletter through a different eye, you’ll be able to speak newsletter lingo in no time at all.

Setting the Content Stage with the Front Cover 

The front cover is made up of several components that serve as an introduction. And serving as the newsletter marquee of sorts is the name of the publication termed the nameplate. Often seen in the form of a logo, the nameplate identifies the publication and often features a motto or slogan. The nameplate also sets the tone of the newsletter as well as the company it represents. Aside from establishing a new company identity, it’s important that the nameplate show consistency from issue to issue. 

Often found under the nameplate are the horizontal or perpendicular lines known as barriers and rules. These lines create a separation of the various components on a page making it easier to read.

The folio is also found on the front cover and lists the volume number, issue number and date of publication. Below the folio is typically the table of contents. Common components of the table of contents are the tab or dot leaders - the row of dots that run from the title of article to the page number where the article is located. 

Keeping the Audience Captivated Beyond the First Page 

Along with intriguing headlines, the article titles may also include other elements to draw in readers such as a newsletter deck. A deck is used to build up the headline and is made up of one or more lines of text located between the headline and body copy. Frequently located above the headline of regular columns are kickers, which are short introductory phrases. 

And at the top of each subsequent page of the newsletter is the running head, or name of the publication. Running heads help give the publication a consistent look and feel. 

Other writing apparatus used to enhance the message throughout the body copy include subheads and pull-quotes. Subheads break up the article into more bite-sized parts, which keep the reader from feeling overwhelmed with the amount of information. They also help maintain interest in the article. Pull-quotes are another especially effective tool in enhancing the article’s message. Not only do they capture the reader’s attention, they also summarize the main point of the article. 

When an article has been continued on a different page, a jumpline, such as continued on page three, lets the reader know where the rest of the article has been placed within the newsletter. And to signify the end of an article, many newsletters include a little graphic at the end of the last sentence known as a dingbat or endmark. 

Also found beyond the first page (usually on the second page) is the masthead - a panel that highlights copyright information, the publication’s schedule and purpose, and the publisher’s contact information. 

Wrapping it all up on the Back Cover 

Many of the same elements seen throughout the interior pages of the newsletter are also featured on the back cover. However, a prominent space is reserved for the mailing panel if the newsletter is a self-mailer, meaning it will be mailed without an envelope. The mailing panel generally takes up about one-half or one-third of the back cover. 

Newsletter lexicon provides a universal language for those creating the publications. It also provides a means for consistent newsletter structure, which makes for a smoother reading experience.

What Do You Want Your Newsletter to Accomplish

Promotional Newsletters

This type of newsletter is frequently used by businesses to promote a product or service. It is also known as a marketing newsletter. A promotional or marketing newsletter is typically sent to current or prospective customers free of charge. Although not a sales pitch, the promotional newsletter does striveto turn prospects into customers and customers into repeat customers.

Relationship Newsletters

Examples of this type of newsletter are customer newsletters, club newsletters, employee newsletters, Church newsletters, and alumni newsletters. They focus on the shared interests of the target audience. Typically distributed at no charge, some organizations may send newsletters only to paid members.

Expert Newsletters

Usually subscription-based, these newsletters generally focus on a specific topic and the recipient is someone who has specifically requested the information in the newsletter and is willing to pay for the information.

Some newsletters may have characteristics of more than one group.

Newsletters Get Results

Newsletters get through the gatekeeper, get passed along and kept more than other mail.

Proofreaders Checklist

Make sure your publication is error free with this proofreaders checklist.

Get yours here.

More Tips to Increase Your "Pass-Through" Rate

Even after you've thoroughly compiled a mailing list, your newsletter must reach its intended recipients to generate the response you're seeking. Remember, new readers will not be as familiar with your company or publication as are current subscribers or clients.

To increase the "pass-through" rate, the likelihood that your newsletter will end up in the hands of its intended reader(s) and not in the trashcan, try:

• Three-hole punching your newsletter. This feature creates the impression that the newsletter is worth saving — increasing the chance that your newsletter will get to its intended reader.

• Jotting a quick note on the envelope or mailing panel. A "hope you enjoy" note is a personal effort that can mean the difference between the in-box and the waste-basket.

• Including a "route-to" box on the mailing panel or envelope. List all the departments you'd like to receive your newsletter, with small check-off boxes next to each listing.

• Including a personalized cover letter for first-time readers. Such letters provide another opportunity to introduce yourself, your company, and your product or service to your new reader.

Get more newsletter tips and ideas at www.newsletterfactory.com.

Happy Friday to All ...

And have a great weekend!

Streamlining the Newsletter Production Process

If you’re looking for ways to make your newsletter production more efficient, review each stage of the process to find ways to accomplish this goal without compromising the quality or effectiveness of the publication. Here are a few things to consider:

Reducing Rewrites

• Get all of your facts the first time and avoid having to return to the Internet or interviewees to flesh out incomplete references, data, or sources.
• Use an economy of words. Tight copy saves space and promotes greater readership.
• Create a company style sheet to reduce inconsistencies and editing and proofreading time.
• Proofread carefully. Making corrections after the copy goes to the design stage or printer is expensive.
• Compile a list of common errors to use when proofreading. Use the Proofreading Checklist in the Newsletter Factory Toolbox as a guide.
• Copy changes can cause the layout to change significantly. Have writers sign off on the final copy before it goes to design to reduce unbridled changes once the newsletter layout is in progress.

Budget-Conscious Photography

• Invest in a quality digital camera and take photos yourself. Hire a professional photographer only when necessary.
• Buy royalty free stock photography on Web sites such as istockphoto.com and shutterstock.com.
• If you produce several publications, get more mileage out of your photos by reusing them.

Printing Practicalities

• Don’t cut back on a prepress proof from the printer, it’s an important element in the proofing process because you might miss a typo or other mistake if you eliminate this step. Also use the Printers Checklist in The Newsletter Factory Toolbox.
• Print two sides, if possible.
• Don’t overprint. Plan to keep only a few back issues for your files.
• For even more information on printing, see How to Pull off Your Print Job without a Hitch on The Newsletter Factory website.

Controlling Distribution Costs

Evaluate the distribution method you use to make sure it’s the most cost-effective and suitable procedure. See Does Your Means of Newsletter Distribution Fit Your Newsletter’s Purpose?.

Make sure your distribution list is free of bad addresses.

• Use self-mailers if they are practical for your publication.
• Mail bulk rate instead of first class, if possible.
• Print the mailing permit directly on your newsletter to avoid additional costs at the mail house.

Getting into the habit of cutting corners without cutting quality is easy with a little know-how. And ensuring your newsletter is produced efficiently adds to its credentials as a worthwhile investment for your company.

Shake 'n Bake was added to the Oxford English Dictionary in 1976

This year a number of acronyms were added, including: LOL, OMG and TMI.

Read the full Atlanta Journal Constitution article here.

Newsletter for American Lung Association

Newsletters Get Results and Get Through the Gatekeeper

Memorable Leads and Conclusions: Master the Art of Creating the Most Powerful Portions of Your Publication

The lead is the "hook" in your article. It should be powerful or interesting enough to compel readers to read the article. The conclusion typically includes what you want your audience to do or remember about the article.

 

Types of Leads

Summary Lead — The standard beginning of a news story, the summary lead answers the following key questions:

• What happened?
  
• Who was affected or involved?
  
• Where did the event happen?
  
• When did the event happen?
  
• Why should your readers care?
 

Blind Lead — Instead of immediately delving into the details like a summary lead, use short succinct generalizations to capture reader interest.

Delayed Identification Lead — A useful tool for personality or human-interest stories, a delayed identification lead includes a person’s name, but saves complete identification for later in the story.

Direct Quote Lead — A once-fashionable method of beginning speech stories, a colorful or emotional quote can effectively draw readers into the story.

Leading with a Metaphor — This technique involves saying that something is something else, as when Mark Twain said,” Cauliflower is nothing but cabbage with a college education.”

Leading with a Simile — Because similes say that something is like something else, they are useful for opening stories that will compare items or ideas, such as, “ A pretty girl is like a melody.”

Leading with an Anecdote — Analogies help readers grasp complex concepts by placing them in a context the reader can understand. For example, stories about the federal budget deficit begin by saying, “Each American household would have to pay $X to eliminate the nation’s shortfall.”

Setting a Scene — A useful technique for feature stories, these delayed leads craft a mental picture for readers, then link the picture with the main subject of the story.

Posing a Question — As with headlines, a writer must exercise great caution in writing a lead that poses a question to the reader. To involve the reader, and effective question should require comprehensive thought and creates a cut-off point for people with short attention spans or heavy demands on their time.

Tease — A tease can effectively capture reader attention by presenting a puzzle, intentional ambiguity, insinuation or a new twist on a cliché.

Zinger — Zingers draw readers into body copy by setting them up, then “zinging” them with an effective play on words.

 

In Conclusion Common endings include:

• Summary endings, which involve condensing and repeating ideas or information.
  
• Referral endings, which make some type of reference to your lead-in.
  
• Calls to action, or a response ending, which asks the reader to take a specific action.
  

Atlanta Business Radio Interviews President and CEO of Premier Marketing Resources

Parent company of The Newsletter Factory.

Take it away boss ...

Listen here.

Start an Idea File

While you may be busy putting the current issue of your newsletter to bed, you will often times during this process uncover outstanding information for future issues. You may even find that some of the content you slated for the current publication simply won’t fit.

Keep all of this potential content neat and tidy in an “idea file.” Idea files are an excellent way to help you map out future issues of your newsletter while helping to keep track of any thoughts that might surface during editorial brainstorming sessions.

Store your ideas in a binder, accordion file or even on your computer’s hard drive. For quick reference, be sure to name your files according to upcoming issues of your publication.

Keep your idea file stocked with such items as:

• Photos
• Article ideas
• Already written back-up articles
• Web site URLs that spark ideas for content
• List of content resources
• E-mails from potential contributors

Not only will your backlog of ideas be helpful for future issues, it can also save you during any last-minute editorial upheavals. Idea files can definitely help fill any gaps!

Dates

Dates should always use Arabic figures, without st, nd, rd or th.

Top 20 AP Style Rules

The Associated Press provides consistency in the world of business communications by establishing a universal set of rules for writers. And in writing newsletters and other business communications, it seems there are always a few words and rules that are frequently problematic. The following are the AP rules for some of the most commonly used business words and phrases:

1. website is one word and lower case.
2. webmaster is one word and lower case.
3. Internet always has a capital I.
4. Months — capitalize in all instances and spell out when using alone or with a year only. When using a specific date abbreviate only Jan., Feb., Aug., Sept., Oct., Nov., and Dec. When providing a year and month only, do not separate with a comma — April 2008 was exceptionally warm. Month day and year, use commas — March 17, 1984, was the date of the event.
5. Online is one word with no hyphen.
6. Co-workers is hyphenated.
7. Percent should be spelled out.
8. Time — 9 a.m. until noon and not 12 noon. 12 a.m. is midnight and not 12 midnight.
9. Age — use hyphens for ages expressed as adjectives before a noun or as substitutes for a noun — the 35-year-old woman was appointed to the committee.
10. Spell out numbers one through nine.
11. Health care is two words.
12. Caregiver is one word.
13. Boardroom is one word.
14. Titles — capitalize only when utilizing a formal title such as former President George W. Bush.
15. Nonprofit is not hyphenated.
16. Businessmen is one word.
17. Decision-maker is hyphenated.
18. Countrywide is one word with no hyphen.
19. Multicultural is one word with no hyphen.
20. Regions — capitalize when referring to regions such as the East. When referring to compass directions use lowercase, as in heading west on the highway.

The AP Style Guide adds new entries frequently. In addition to having a hard copy of the guide handy, consider purchasing a subscription to the AP Stylebook Online. Along with having a more comprehensive resource easily accessible, you’ll also receive updates to the guide via e-mail.

Marketing During Uncertain Times

Ken Hilderhoff, president of Premier Marketing Resources, parent company of The Newsletter Factory, shares his expertise in this Q&A on maintaining and gaining business momentum during a troubled economy.

CC: Many companies consider marketing as a “nonessential” during uncertain economic times. Why is this a mistake?
KH: Marketing is more essential in a poor economy than during the good times if you plan to maintain or increase sales. It is an opportune time to take market share from the competition that is not advertising or marketing their products and services.

CC: What are the most cost-effective ways to market today?
KH: Focus, focus, and focus. It is imperative that you re-evaluate your core competency to determine how to achieve the greatest return on investment. Strategically narrow your market focus and determine where you have enjoyed the greatest success and examine the market to determine what market segments are still growing in the downturn, i.e. health care. It is important to measure your efforts and results to manage the process with the greatest success.

CC: What are some tips to help ensure continued sales in a down economy?
KH: First, pay attention to your existing customers. Customer retention is paramount. Second, develop a systematic selling process that is designed to bring in clients based on your reassessment of the marketplace and your strengths. Make calls to qualified prospects — potential clients that are most likely to pay for your services based upon their profile and need. Be persistent with follow-up and present the best “value proposition” that is centered on achieving their objectives.

CC: What are some ways to keep your current clients happy?
KH: Maintain service and quality! Equally important is staying in contact with them. Let them know that they are important.

CC: How can you expand business with your current clients in this type of economy?
KH: If you don’t have all of their business, go after the other guy’s share. Determine what other products and services that they need that you can provide. First ask for it — then get creative. Consider offering a package for all of their business.

By making marketing efforts one of your business’s top priorities during this volatile time, you’ll not only solidify your current position in the marketplace, you’ll also lay the foundation for expansive growth once the economy improves.

Until, Till and Til

'Til versus until and till is often argued about in most style guides

–conjunction

1. up to the time that or when; till: He read until his guests arrived.

 

2. before (usually used in negative constructions): They did not come until the meeting was half over.

 

–preposition

3. onward to or till (a specified time or occurrence): She worked until 6 p.m.

 

4. before (usually used in negative constructions): He did not go until night.

 

Till is considered to be the abbreviation of until. And 'til, according to some style guides, is a mistake although it still shows up in advertising and on TV.

To stay safe, I'd stick with till or until.

Get Your Very Own QR Code

Here.

Our Very Own QR Code

A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.

Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.

The Hyphen, The En-dash and the Em-Dash ...

The hyphen, the n-dash (en-dash) and the m-dash (em-dash).

Use a hyphen to indicate word breaks when a sentence wraps at the end of a line, to connect compound words like "pig-headed", or to connect grouped numbers (for example: phone numbers).

An en-dash is slightly longer than a hyphen and used to describe a range in numbers or time like 2002–2010 or July–October, 2011.

An em-dash is slightly longer than an en-dash and separates a unique idea or separated thought from the rest of a sentence.

TOP 10 Reasons You Should Have a Newsletter

Happy clients and satisfied customers convey that message to their friends and business associates, and that presents a good image for YOU. Because newsletters generally are read by many more people than just those who initially receive them, your good image will be widespread.

A newsletter:

1) Is the most effective, most attractive way of getting your message to your current and potential clients.

2) Provides valuable information about your business and services.

3) Are relevant, timely and welcome, and remind your clients that you are concerned about their interests.

4) Restate the benefits your clients receive by doing business with you.

5) Are a dignified subtle way to promote your business.

6) Give your clients and prospects the opportunity to find out what they may want to know via Q & A columns.

7) Are a good way to introduce new services and products to current and potential clients.

8) Are a welcome handout at meetings and seminars.

9) Are not canned and impersonal and perceived as junk mail.

AND

10) Demonstrate the performance, reliability and consistency of YOU and your company.

Our Art Director

Our Art Director, Kyle Sox, has more creative ideas up his sleeve than any designer I've ever worked with.

Kyle on the weekend.

It's versus Its

It's is a contraction for it is or it has.

For example: It's up to you. It's been a long day.

Its is the possessive pronoun meaning, more or less, of it or belonging to it.

For example: The company lost its assets

Here is a simple test:

If you can replace it's in your sentence with it is or it has, then your word is it's; otherwise, your word is its.

And there is absolutely, positively, no such word as its'!

Ten Essential Tips to Generate More Leads, Sales and Profit From Your Website

Tips to Generate More Leads

View more documents from The Newsletter Factory

Interviewing with Ease

It’s no secret that a good quote can significantly liven up a mostly mundane article. However, conducting the necessary interview is often considered to be a real chore for many writers. Changing your thinking about this essential writing skill is pretty easy by keeping these tips in mind:

• Do Your Homework. With most companies (and many individuals) having a Web site these days, obtaining fundamental facts for the article is almost effortless. Other possible sources of information include media kits, press releases, and previous stories written on the article subject. Establishing basic information makes the fact-checking aspect of the interview go more quickly so that more time can be spent on more probing questions.
• Develop a list of questions. Finding out as much as possible before the interview helps in developing questions beyond the basic who, what, when, where, why, and how. Try to craft questions that will provide new information on the topic and will result in a different story angle. Also have a reasonable time frame in mind to help keep the interview on track.
• Make an appointment for the interview. Call or e-mail the interviewee to set up an appointment. Don’t catch the person off-guard by expecting answers to your questions on the first contact, but have them ready in case the interviewee prefers to answer them at that time. Be sure to provide your contact information in case the interviewee thinks of something later to add to the article.
• Consider providing the questions in advance. Being interviewed makes many people feel a bit uncomfortable. Furnishing the questions in advance often helps in easing apprehensions about the interview. And more time to think about the questions often results in more thorough responses.
• Keep it Conversational During a Phone or In-Person Interview. Although the subject matter may be serious, the interview process doesn’t have to be rigid and uncomfortable. And be open to the idea of the conversation taking a different direction than what you may have originally thought. Asking open-ended questions will give your story its unique approach and will often raise questions you may not have anticipated.
• Take the Time to Get it Right. If you need a moment to write down a quote during the interview, ask the interviewee to pause a moment. It’s understandable that you’re just trying to make sure that it is written correctly. Also, review your notes as soon as possible after the interview. It’s a good idea to rewrite them, clarifying any points that you may have jotted down that could be difficult to “interpret” later. 
• Mind Your Manners. If you choose to use a tape recorder, get consent prior to the interview, and make sure the machine is in good working order.

After the interview send a thank you note either by mail or e-mail, and arrange to have a few copies of the publication sent to the interviewee.

Interviewing is a great way add a more depth to your stories. With a little less dread and little more practice, they’ll soon become second nature.

The Use of Ellipsis ( ... )

Treat an ellipsis as a three letter word, constructed with three periods and two spaces, as shown in the title.

Use an ellipsis to indicate the deletion of one or more words in condensing quotes, texts and documents. Be especially careful to avoid deletions that would distort the meaning.

An ellipsis may also be used to indicate a pause or hesitation in speech, or a thought that the speaker or writer does not complete. Substitute a dash, however, if the context uses ellipsis to indicate that words actually spoken or written have been deleted.