News! News! News! There's something about the news that we just can't get enough of. Our society has always been intrigued with what is going on in our country and the areas around us. With that being said, who could possibly pass up a newsletter full of, well, you guess it...News! Of course, it doesn't have to be dosed with your typical news. You can get creative and add market news, recipes, home tips and more. If you are having trouble deciding how to stay in touch with your sphere of influence, what better way to contact them than a newsletter.
Newsletters come in all kind of shapes and sizes. Well, okay not really...it's just a piece of paper but you are at liberty to add whatever information, design, logos, pictures you want. The good thing about newsletters is that they might possibly get into the door quicker than a postcard. Did you know the average postcard gets viewed for about three seconds before it goes into the trash? You've got to think of creative ways to make your newsletter POP so it can stay away from the trash and go right on the fridge.
Putting together a newsletter doesn't have to be tricky. It actually an be a lot of fun, especially if you are the ‘artsy' type. There are several places on the web that allow you to make your own newsletters. Heck, there are even a few places that allow you to use them for free. Now, that's what I'm talking about. You can't beat free with a stick. Old Republic Home Warranty is one of the companies that allow you to sign up for an account that offers all sort of customizable, promotional items. This is basically where I get my newsletters. If you are like me, you might not have the time to put together a newsletter every month. At Old Republic, they have done all the work for you. All you have to do is fill in your contact information and VIOLA, you are done, my friend. Here are some tips that I grabbed from my brain and from a book I am reading about newsletters! Take what you need, leave what you don't!
Return Address:
On the return address section, it's a good idea to have your picture, your company name and your logo. Remember to put a return address on the newsletter. Sometimes people move and the newsletter needs to have somewhere to go back home to. If your newsletter is sent back to you, be sure to scratch those people off of your list because obviously they do not live there anymore. If at all possible, try to get in touch with them so you can get current contact information.
Addressing:
It really is time consuming addressing 300 newsletters. I hate to say it but it's probably best if you handwrite them. Do as I say, not as I do because I use labels. If you can, rent out a college kid to hand address them for you. This will make them look extremely personal and they are more likely to open it up, read your fantastic news and possible put it on the fridge.
Address Spot:
The usual spot for someone's address is right smack in the middle. I don't do this. I put the potential clients name as close to my picture and logo on the left hand side as I can. I feel as if this makes them move to the corner of the page and possible checking out my name, company and logo. It's all about psychology baby.
Printing
: I've tried printing from my computer but it doesn't do double siding. Yes, it's a pain. I actually tried it and I ran out of ink. What is it with printers these days? Tip: If you buy a cheap printer, be prepared to give up your first born for the ink. My first experience with a printing company with Kinko's, this was a costly idea. It ended up costing me over $80 to do around $100 newsletters. Whoa Nelly. It made me want to slap my mamma. I ended up at Office Depot. For some reason, Kinko's used some sort of slick paper that ended up costing and taking a small fortune. You don't need expensive paper. Paper is paper.
Black and White Vs. Color
: At first, you are going to look ‘elite' and ‘professional' by using color paper. Again, if you are wanting to hang on to your first born I advise you to stay away from color. This is probably another reason why Kinko's took my arm and leg. Black and white is just fine. I wouldn't start off with color and then go to black and white. People might start to wonder if you ran out of money and had to go to B&W, instead of color. Ha! There's nothing wrong with B&W, it's cheap and I like it. Office Depot only cost me $40 for 300 copies. Of course, they added an extra penny for every page when you allow them to do it. Why couldn't I just done it myself? I'm still learning, those big machines scare me.
The Purpose:
It's very important that you define the purpose of your newsletter. Are you trying to exclaim that it's a buyer's market and it's time to buy? Are you just wanting to stay in touch? Are you trying to let others know about discounts you are offering? It needs to have another purpose other than to promote yourself. We all know that the main reason for a newsletter is for promotion but it doesn't need to be just that. It needs to be that and then some. Possibly think about creating some sort of mission statement for your newsletter before you begin. You can even do a little research and map out a newsletter plan and goals. This will help guide you through the newsletter process.
Information:
Your primary focus should be valuable information. Your newsletter should be filled with useful information with tid bits of your own self-promotion. You can doll it up with tips and recipes and maybe stick your picture in the corner with your company name and logo. We don't want your newsletter to end up looking like a brochure, this would totally be a waste of time. You want your newsletter to be flowing with great information juice!
Newsletter Name:
You need to come up with a creative newsletter name. This will probably going at the header of your newsletter. The newsletter from Old Republic that I use says "Between Friends" on the header, which I think is a great title. Try to come up with something unique and be creative. You can even do a play on words, those are always fun. You might even want to incorporate your name or your company's name it in.
Design Concept
: The design you choose for your newsletter must be easy to read and navigate. Most newsletters usually are divided into two or three columns for easy reading. There are many sorts of software available from you to choose from that have different templates or lay outs for newsletters. Try to again, make it easy to navigate, fun to read and easy on the eyes.
Photos & Graphics
: This is what's going to make your newsletters POP. Kapow! Of course, you don't want to add so many photos and graphics that it takes away from your valuable information. It needs to have some sort of balance. There are many software programs that offer clip art that you can choose from.
Costs
: Newsletters, as I mentioned before, can sometimes be somewhat expensive. It really depends on how many people you are mailing out to and trying to contact. A good way to save on stamps is to fax newletters to people. You just need to get their fax number. Another great way to save on that 42 cent stamp is to send out e-mails. I'm not sure what the statistics are with e-mail vs. snail mail but you can always give it a try and see what works best for you. Another great way to save on money is to hook up with other businesses and ask them if they would like to advertise on your newsletter. You don't want your newsletter to be loaded with advertising but it might help on the cost a little.
Clip Art & Photos Adobe Illustrator Books To Read: How to Create High-Impact Newsletters, Jane K Cleland
Art Explosion
ClickArt
Popular Photography
The Newsletter Book, Roger Parker
Winning In Newsletters, Hal D. Steward
I believe general news unless interesting is probably a bad ise, we are bombarded with ads and information, I say learn your clients, target information to what they care about. Survey and you can build.
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