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by Jerry Thacker
Newsletters. It seems everyone has one, but few people know exactly what to do with one. In the next few issues, we'll look at using newsletters effectively. This discussion may seem basic to you, but it's important to get the basics right.
First of all, try to identify and rank the purposes of your newsletter. Is it primarily for news and information? Do you use it in fund-raising? Is it supposed to get you volunteers? Is it just to promote loyalty? Make sure the topics and content of your newsletter fulfill the purposes it is supposed to serve.
Next, determine who your readers are. Are they supporters? Volunteers? Church people? Members of the business community? Think about what you would tell each of them if you could talk to them face-to-face. What do they want to know about what you are doing? What material will present what you do in the best light? What will present your needs without begging? What will make the reader feel good about the job you're doing? What will help your readers in their lives?
How will you say what you will say? What tone and style of writing should you use? Formal and impersonal or warm and personal? At what grade level should you write? Will your readers understand the vocabulary you will use, or will you need to define terms for them? Keep in mind that you should communicate with people on their level.
Remember, the primary thing people have in common is emotion. Both the 6-year-old and the Ph.D. know how they feel. Consider the kinds of emotional responses different types of news items elicit. What good news do you have to report? What bad news? People enjoy reading about other people. People make news more than things do. Including stories about people will get your readers reading.
Figure out what you want the reader to do in light of the information you are presenting. Lead your reader to that conclusion. Give clear, straightforward information. Use the active voice. Write tight sentences. Use vivid, active verbs. Omit needless words.
Finally, write attention-getting headlines. The Associated Press lists nine headline qualities. Your headlines should be:
- Informative
- Direct
- Brief
- Active
- Clear
- Objective
- Accurate
- Colorful
- Simple
Next time, we'll focus on the actual writing style and show you some examples. If you think your center's newsletter is particularly worth sharing, please send us a copy. Perhaps we'll show it as an example in a future column. Happy writing!
Jerry Thacker, B.A., M.A. heads Marketing Partners, Inc., a marketing communications company that publishes Today's Christian Teen, Today's Christian Preacher, and Today's Christian Senior magazines. He is a competent researcher, writer, publisher, presenter, broadcaster, teacher, and public speaker. Jerry has made appearances on the Janet Parshal and Oliver North radio programs, Focus on the Family, cable TV networks, and local network affiliates. He can be reached at (800) 588-7744.
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