1. Your newsletter should have a name.
Your newsletter's name should reflect the personality of your business and the kind of information that is likely to be found inside the newsletter. The name should also be targeted to the readers who you would like to attract.
2. Your newsletter should contain all points of contact.
Always put your address, phone number, fax number, e-mail address, website URL and mobile number in a prominent display area in the newsletter. Two places would be even better.
3. Your newsletter should have a section where you have your selling space.
Have a section in your newsletter where you have space to sell your services or self-promote what's new with you and your company. This is your chance to tell your readers that you were featured on television or that you have an article coming out in a national magazine or a workshop that they may be interested in attending.
4. Your newsletter should have enough content to maintain interest.
Provide at least 3 areas of interest with content that is useful and informative to your target market. This can include articles, editorials, readers comments, Q & A's, research or How-to's.
5. Your newsletter should have an offering in it.
Don't forget to create the trojan horse marketing technique by enclosing an offering in the newsletter that will create an action on the part of your reader to contact you. This can be in the form of a free audio tape, a free consultation, a free subscription to your newsletter or a free teleclass invitation.
6. Your newsletter should eliminate envelope anxiety.
Don't give the recipient a chance to decide if they want to open your envelope or throw it away. Your newsletter should be mailed as a fold over type newsletter without an envelope. The fold over type has the recipient's name and address on the outside, eliminating the need for getting past opening the envelope anxiety.
7. Your newsletter should have a graphic or photo of you.
Lend personality and personalization to your newsletter with either a graphic of the work you do or a photo of you. Put the face with the name.
8. Your newsletter should be consistent.
Maintain a schedule for mailing your newsletter. Once a quarter, bi-monthly, monthly...whatever you choose, keep to the schedule. Believe it or not, if your content is informative and interesting, your readers will begin to look forward to receiving it.
9. Your newsletter should withstand multiple readings.
Anything less than 24 pound paper may not stand up to the mailing process, and the pass around reading that an interesting newsletter generally receives. Be sure your paper stock is substantial without overburdening your mailing charges.
10. Your newsletter should have a sneak preview.
Allow your readers to get a sneak preview of what will be in your next newsletter. This will elevate the anticipation level of your readers.
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Leslie Speidel is a contributing writer for several national magazines, trade publications and has a weekly nationally syndicated radio segment on marketing on Saturday afternoons on the business program, From the Moneyroom., Leslie is a marketing coach and advertising agency CEO and can be reached at Leslie@themarketingcoach.com, or visited on the web: www.themarketingcoach.com
