1. Target audience
• Make it relevant to your reader
• What is important to them

2. Develop standard template
• Creates familiarity with your readers
• Insert updated information each edition

3. Make it sustainable
• Content must be readily available or provided
• Create a data base of contributors & back-up material

4. Basic content
• Lead stories, short news items & leader’s message
• Features, cartoons, an editorial, in-house news, news titbits etc

5. Deadlines
• Allow for unexpected delays
• Provide incentives for contributors to meet deadlines

6. Style versus substance
• How it reads is more important than how it looks
• Relevant and well-written copy should be able to stand alone

7. Writing style
• Write compact copy in active voice
• Only use jargon if readership will understand terms

8. Capture attention
• Most important news gets prominence
• Develop nice mix of information and entertainment

9. Contributor database
• Create acknowledgement box to reward contributors
• Offer free advertising space to ensure regular copy flow

10. Seek feedback
• Publish letters to the editor
• Create readership survey to determine what’s hot/what’s not

GAPS Copywriting Services

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