Definition

A newsletter is a periodically published document that informs, reminds, advices, advertises or communicates news and data on a specific topic. It can be either printed or have electronic format. Electronic newsletters are also known as Email Newsletters or eNewsletters and they are an excellent means for communicating with small to large audiences.

In short, a newsletter is an advertising instrument that provides companies with the possibility to improve their corporate identity and public perception, thus increasing sales.

How Does a Newsletter Work?

The promotional newsletters are free and should be used to motivate consumers to react to an offer made via direct mail or email.

A well-written newsletter builds trust and confidence on a company and a brand. Each article within it should answer the five basic questions - Who, What, When, Where, Why.

A promotional newsletter can increase your image with prospective and presented clients. By providing valuable info in a professional layout, the readers will recognize you as an expert in your field.

Why Should You Write A Newsletter?

- If written well, newsletters can be more far-reaching than an article or radio program.

- You are your own editor, being able to determinate the number and length of your articles, the content, what pictures you use, how many graphics.

- You can target your information and deliver quality content to the readers.

- Newsletters are thematic writings; therefore most of the information revolves around one central idea.

- Newsletters are great advertising means, and efficient reminders. As magazines, they are periodical, so you can contact your clients at regular intervals.

- The reader can keep them for future reference.

Rules to Write a Newsletter

Know Your Audience

This is probably the hardest part and also the reason why many companies hire professional PR agencies. Know your audience - this is the first and most important rule. That means knowing their interests, their comprehension of the area under discussion and their reading level.

Write for Your Audience

- Once you know what your public is interested in, don’t deviate from the subject.

- You can get your ideas from personal contacts, phone calls, competition newsletters, press releases (see how many times a press release was downloaded - many Internet outlets provide such information), newspapers, television reports.

- Write clear, concise and interesting news. Keep your readers up to date.

- Include in your newsletter testimonials from some of your clients.
Underline their success and your role in it.

Create a Newsletter Strategy

- Research what the market needs and plan ahead what articles you are going to write. This way you have enough time to collect ideas by talking to your clients or from other sources.

- Make a connection with your reader.

- Use a personal approach - this is how you develop a trustworthy relationship with your clients. Clients need to feel that behind a business there is a person. Write your newsletter as though it was going to one individual directly from you.

- Be self-aware and don’t exaggerate when describing your business. Draw your reader into the article by using words that sell, and don’t mislead your readers. Avoid telling your company provides the best services. Try instead to underline what benefits the client can get when choosing your products.

- Self-critique shows you are aware of your borders. There are always borders nobody is perfect. If you made a mistake, admit it. Don’t lie to your clients.

- Humor can help you get to the heart of the reader. Yet, don’t exaggerate. Use it carefully. Many people have no time for clowning around. You wouldn’t like to lose the essence of your message. Sarcasm is very easy not to be taken figuratively when written on paper.

Create a Reader Friendly Layout

- Write titles and quotes that grab the reader’s attention. Use the first paragraph to intrigue and excite. You have less than three seconds to convince a reader that your newsletter is worth the time, so use your chance. If you have a meaningless lead, the clients won’t take their time to assimilate the information

- Use correct grammar and spelling.

- Try to avoid jargon. People are not supposed to learn the specific terms of your business just to please you. You have to write for them and not for yourself or your staff.

- Use white space or graphics and photos to break up the page. Don’t exhaust your readers with too much text.

- Read the text out loud. Does it sound good? Do the sentences flow easy? Than your readers will feel the same about it.

- Have someone else to read it too. Try finding an impartial person. Accept criticism. Don’t use the ones who tell you that it is great. They aren’t helping you. Ask the person who finds the errors and makes suggestions.

- Publish the newsletter regularly - this is how the readers will come to expect it. Don’t lose your credibility by failing to deliver.

- Be aware of copyright restrictions. When you use quotes or texts written by others, give credit to these people. Do not spam.

Pay Attention when Publishing the Newsletters

- For printed newsletters choose quality paper and good resolution photography and graphics. If possible, do it on recycled paper - help saving our environment.

- Carefully develop your team and set their tasks. If you work with designers and writers, be sure there will be harmony between image and content. You cannot display a picture of a duck when you write about a swan.

- Stick with the schedule. If your readers are waiting for the information they will be disappointed when they don’t receive it when expected.

- Be consistent in the layout. Consistency is the key to building a reliable image.

- The biggest problem is not the lack of writing skills, but a lack of editorial judgment.

Can a Professional Do Better? Well, yes!

- Designers and PR consultants are familiar with the market trends and have professional knowledge.

- They have the know-how and the means to research customers‘ preferences in a short time, bringing relevant information.

- They are familiar with the design guidelines for newsletter usability: subscription interface, newsletter content and presentation, subscription maintenance and unsubscribe options, differentiating the newsletter from junk mail.

- They can improve newsletter usability.

- They are able to promote relevant content.

- They know how to write catching headlines.

Prior to founding Pamil Visions, Mihaela Lica served as Public Relations and Media Consultant for my-tronic GmbH, a German Company. She began her career as a freelance radio reporter in Bucharest, Romania and spent several years as a television redactor in the Romanian Ministry of Defence. Her articles were published in local newspapers and magazines (”Armonia”, “Observatorul Militar”, “Viata Armatei”) and in international ones as well (”The Luminaries” - India). In 2002, Mihaela Lica represented Romania (the Romanian MoD) in the NATO Military Audio Visual Working Group. A Romanian native, Mihaela holds a degree in philosophy from the University of Bucharest, where she graduated with high honors The International Academy for the Study of History, Culture and Religion.

[tags]email newsletters, eNewsletters, promotional newsletters, writing newsletters, PR agencies[/tags]

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I regularly come across retail business owners and other professionals who might
not be certain on how they can reach out to the general public if their topic or
product might not be particularly ‘newsworthy’. One way to get around that is to
skip latching on to a ‘newsy item’ all together and put together a promotional event.
Extending out directly to those prospects you’ve wanted to contact for some time,
promo events give an interesting excuse to touch base.

They also:

Can be used to thank your existing customers for their support. Looking to
shore up your clientele base can often be best accomplished by making them aware
of your appreciation. Holding a customer appreciation day or special sale brings to
light for them their importance to you and in a sense, a form of membership in your
organization. Once this happens, they will be more likely to provide you with more
referrals. At the event, consider handing out a special membership to your
preferred clients.

Events can also provide an excuse to celebrate the holidays. Invite your
prospects and customers out for a Christmas party. Trust me, they’ll think of you as
a friend and more than just a sales rep. I’ll bet you’ll agree that it’s harder to say no
to a friend than a stranger! Interesting enough, these parties are often viewed as
opportunities for networking for your prospects as well. The saying that all
business is personal is very pertinent in this application of promotional event
marketing. Remind attendees to bring business cards and make them available to
all. If your attendees realize your event could be beneficial for their business, they’ll
have just one more reason to positively remember your brand.

Promote a new product line. Think of Sony, Coca Cola, Ford, on any other big
brand name. When any of them have a new product, one of the first actions taken
includes an announcement to the media with an official launch. In the case of Apple
Computer, the most recent launch of the iPod Nano was shrouded in secrecy. The
rumour mill nonetheless built up enough interest that the product’s launch event
became news in itself. Personally, I can attest to the model of a local MINI
dealership launch of the MINI Convertible. Invitations for a private party were sent
to preferred customers and as a result, customers were given a sense of privileged
status.

As I alluded to before, organize a networking event. After time and if you
organize enough of them, you’ll build up enough PR capital as THE go between in
the community. Don’t think this won’t have an impact on your bottom line and your
business image!

As you can see, PR is more than just connecting with the media. It’s also about
reaching out to the public and creating a lasting image. Try connecting now with
your prospects, clients, and the general public…you might even make a friend!

Mark Buzan is the owner of Action Strategies: http://www.action-strategies.ca, a public
affairs & marketing communications consultancy. You can subscribe now to his
monthly PR tips newsletter by visiting and dropping down the “newsletter” menu. You
can also subscribe to his blog: http://actionstrategies.blogspot.com.

[tags]Promotional Events, PR, Public Relations, Networking[/tags]

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Trade shows are all about promotion. You are strategically planning to present your goods and services to a specially targeted audience, in order to meet clearly defined goals and objectives. To maximize your success, however, it is imperative to make promotional efforts above and beyond merely showing up at the next event. Begin these pre-show efforts six to eight months before your next event.

Here are the seven steps you need to take:

1. Decide on a pre-show promotional strategy.

How are you going to let your target audience what shows you will be attending and what you will be presenting? Options include:

- Personal Invitations
- Advertising in trade publications and local media
- Direct mail
- Telemarketing
- Public Relations
- Website
- Sponsorship

2. Plan on-site promotional activities.

This will include any efforts you make to promote your presence at or around the show. Options include:

- Airport Advertising
- Billboards
- Hotel TV advertising
- Transit Advertising
- Show Daily Advertising
- Hotel Room Promotions
- Show Directory Advertising
- Sponsorship

3. Reach out to the media.

Editorial coverage is worth its weight in gold. To entice media outlets to cover your company’s promotional efforts, you have to provide a newsworthy angle. Give the reporters something to write or talk about. Make this ‘hook’ the focus of your press kits. Press kits should be mailed before the show, be available at the show, and provided after the show to ensure maximum coverage. Two main ways to reach out to the press are:

- Press Releases
- Press Conferences

Remember to only use press conferences when you have new information to share with your target market. You will make the media very unhappy if you share old stuff.

4. Organize A Visitor Competition.

People are wildly competitive. Throw in a chance to win a prize, and you’ll have crowds flocking to your booth. Planning visitor competitions requires some careful planning. Everything that happens at your exhibit must reflect your marketing goals and objectives. Competitions should be consistent with the corporate image you want to portray. For example, a game show style trivia contest may be far more appropriate than a kareoke stage. Prizes should tie in to your products and services in an effort to attract more qualified leads. Items to consider include:

- Type of competition
- Prizes to be offered
- Compliance with local rules and regulations
- Compliance with show regulations
- Staffing for the competition
- Duration of the competition
- Role competition plays in promotional efforts

5. Decide on Giveaway Items

Giveaway items or ‘freebies‘ should be more than a trendy trinket with your corporate logo on it. Ideally, these items are something that enhance your corporate image, will be used regularly by your target audience, and keep your company logo in regular view. Avoid items that will be passed along to children, such as cuddly toys, or are so insignificant that they are likely to be tossed. Four things to remember about giveaway items:

- Giveway items should reinforce your marketing message
- Make your giveaway business oriented
- Don’t be trendy! It is better to be unique and cutting edge.
- Toys and gimmicky gizmos are always, always, always passed along to children. Unless your primary buyers are still in preschool, avoid them.

6. Plan Hospitality.

As more and more companies begin to do business on a global scale, marketing strategies change. Buyers from Europe and Asia expect a certain amount of hospitality at trade shows. In fact, these features are an integral part of the International business scene. Many relationships that begin in ’social’ environments flower into profitable business. Consider if any of the following will work for you:

- Hospitality Suite
- Meal Style Events
- Sponsorship

7. Mind the Details.

More often than not, it is the little things that can stymie the most well-intentioned promotional efforts. Attendees will easily get frustrated and walk away if what they perceive as a minor need cannot be met - and they won’t be walking away with a good impression. For that reason, make sure the following matters are attended to:

- The booth number must be clearly printed on all promotional material. People cannot visit you if they cannot find you.
- Extra supplies of literature, catalogs, and sales material should be available.
- Clear, concise, and correct information must be listed in the show guide.
- Adequate supplies of visitor tickets, free passes to hospitality suites or events, and similar items should be on hand.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: http://www.thetradeshowcoach.com

[tags]trade show marketing, trade show planning, trade show training, trade show staff training, exhibitor[/tags]

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