| The theory of writing for newsletters is very similar | | | | All of the information I've described above would not |
| to that of writing for press releases and other media | | | | cost much to procure - probably just a matter of a |
| work, but with newsletters there is one crucial | | | | few phone calls, a couple of hours surfing the net, |
| difference. Whereas with an external publication | | | | and a day or two of someone's time putting it all |
| you're quality-controlled by someone outside your | | | | together. Obviously you need to be careful not to |
| organization (the publication's editor) who is therefore | | | | use other organizations' copyright material without |
| independent and autonomous, the equivalent person | | | | permission, but in my experience organizations aren't |
| connected with an internally produced newsletter is | | | | all that possessive about their stuff and will cheerfully |
| either you, or someone else who gets paid by your | | | | grant you permission provided that you credit them |
| organization. | | | | appropriately. After all, their material isn't much use if |
| Consequently newsletters have a sad habit of falling | | | | no-one's allowed to see it. |
| prey to the same self-indulgent and boring content as | | | | What a difference this type of content makes to an |
| the misguided, subjective, self-congratulatory press | | | | organization's external newsletter! You instantly gain |
| releases so many organizations issue. Only this time, | | | | the respect or your readers, because you're giving |
| it's worse. | | | | them something tangible without asking them for |
| It's not just a few paragraphs of self-indulgent drivel, | | | | anything in return. And this can only reflect in one |
| it's two, four or even eight pages of stuff that's of | | | | way on your business relationship with them. |
| tremendous interest to the writers and instigators, | | | | Online tips |
| but usually of no interest to the readers. This | | | | I'm not quite sure what the difference is between |
| problem is often swept under the rug with a | | | | e-zines and online newsletters. I think it could be one |
| comment like "ah well, they're staff so they're | | | | of those instances whereby everyone has a slightly |
| getting paid to read it/they're our suppliers so they | | | | different idea of what this particular type of |
| have to read it because we're their best customer" | | | | communication should do and be called. If you ask |
| etc. | | | | that question of three different online comms |
| Of course, if the newsletter is directed only to staff | | | | experts you'll get three very plausible and totally |
| or another purely internal group, the fact that there | | | | different answers. |
| is a certain degree of family indulgence, will help. Staff | | | | As usual I try to find the common denominator and |
| certainly don't expect anything other than heavily | | | | in this case, it's this; in much the same way as its |
| cushioned bad news in articles written by the CEO or | | | | paper-based ancestor, the onlinezine (how about that |
| the Financial Director/VP, even if the company's not | | | | for a new word) is a regular piece of one-way |
| doing quite so well this quarter. And although they | | | | communication that supplies its audience with news |
| might not like to admit it, internal people actually do | | | | and updates about you, your organization and your |
| like to see silly pictures of the Christmas staff party, | | | | activities. |
| the summer Family Day, and the annual Spring Ball. So | | | | The online version will be taken much more seriously |
| compilers of internal newsletters can approach the | | | | by its readers if in addition to the necessary |
| exercise with a bit of poetic licence if they want to. | | | | reminders about your products and services, you also |
| Where you do have to pull yourselves up by the | | | | include some genuinely useful and interesting |
| bootlaces is with newsletters that go outside the | | | | information. However the online version, in keeping |
| organization - particularly customer newsletters. Here | | | | with most other online descendants of offline media, |
| there is no external editor to run his/her "blue pencil" | | | | must be much shorter and far more condensed. |
| through all the self-congratulatory BS. So you need to | | | | One of the primary uses of onlinezines is to "drive |
| place yourself firmly in the shoes of the audience and | | | | traffic to the website." Now in itself this is relatively |
| ensure that your content is of interest to them. | | | | harmless and provided that everything is done right, |
| In exactly the same way as online e-zines and | | | | it usually works. And then once you've got visitors |
| e-newsletters, printed external newsletters are of | | | | hooked into all your superb content on the website |
| much greater value to the reader if they contain | | | | you have a captive audience to whom you can sell |
| information that is of genuine, generic use to them - | | | | your own stuff if it's a company-only site or your |
| information that helps them do their jobs better, or in | | | | advertisers' stuff if it's a more open-ended one. Or at |
| some other way improves their daily life. | | | | least that's the theory. |
| If the newsletters are generically useful then people | | | | However as you would expect some organizations |
| will take them more seriously, will keep them handy | | | | get this hideously wrong, and in my view the most |
| rather than throw them away, and so will pay far | | | | vivid example of it is the online newsletter that |
| more attention to your messages that accompany | | | | comprises little more than a list of URLs with filepaths |
| the generic information. Very few people these days | | | | the length of a several soccer pitches. Nothing, but |
| are stupid enough to be fooled by the thinly disguised | | | | nothing is more irritating to someone like me than an |
| advertising blurb masquerading as "useful" editorial. | | | | enticing e-newsletter with grabby headlines plus a |
| Yet all too often I see companies spending quite | | | | few words leading into the topic and then ... nothing. |
| large sums of money on customer newsletters that | | | | Just a fancy URL which even if you do click on it |
| really do put the "junk" into junk mail. | | | | usually doesn't connect with the page you want on |
| All it takes to turn a boring, totally subjective | | | | the website anyway. |
| newsletter into a useful, interesting one is a little | | | | If you're in a position to choose how an online |
| imagination, not big bucks. | | | | newsletter is put together and you want to get the |
| A car dealership can send out a quarterly newsletter | | | | best possible results from it, please, please remember |
| than not only announces the latest new model | | | | to put enough into it so there's something "in it for |
| launches and new staff appointments, but also | | | | them." Of course if you have a website you'll want |
| includes a seasonal maintenance checklist for readers | | | | to drive traffic to it. But create a realistic balance - |
| ... how to drive safely in winter conditions ... ideas on | | | | don't be so naïve as to think you can force |
| how to keep the kids entertained on long car trips in | | | | people to click on to your website by dangling a |
| the summer ... security and anti-theft tips ... dates of | | | | carrot just out of their reach. If they're anything like |
| future roadworks/construction that may cause | | | | me they'll feel resentful and antagonized by it and will |
| congestion (available from local government sources) | | | | resolve never to visit your site even if dragged there |
| ... etc. | | | | by wild horses. |
| An accountancy firm can send out information on | | | | My own personal preference is the standalone |
| how new legislation affects local or regional | | | | variety of online newsletter that makes clicking |
| businesses, how new tax laws should be interpreted, | | | | through to the website merely an optional extra. But |
| tips and advice on how to fill out personal tax | | | | I know that in a business context this is not as |
| returns, tips for small businesses and self-employed | | | | commercially attractive. So probably the next best |
| people on how to record their expenses more | | | | thing is online newsletters that supply the audience |
| efficiently, etc. | | | | with a summary or shortened version of the content |
| An investment company can send out information to | | | | so they get the key points, and refer them to the |
| business customers that updates them on the latest | | | | website for further details. |
| corporate issues and how those apply to individual | | | | That's an acceptable balance that will encourage |
| companies, and also include advice on personal | | | | people to click through to the site if they have a |
| investments, pension plans, even advice for readers' | | | | genuine interest plus the time to spare, and if they |
| families, e.g. saving for college/university loans and | | | | haven't time at least they'll remember you and your |
| the best savings plans to set up for children, trust | | | | summaries fondly and be more inclined to click |
| funds, etc. | | | | through to the site next time. |