How to write newsletters

GAPS Professional Writing — Sat, 17 Mar 2012 07:17:00 +0000

For many writing regular newsletters can be a real chore.

Coming up with new content, finding an interesting theme and then writing various tidbits of information and news can be difficult once, let alone on an ongoing basis.

It is critical from the outset to decide what role the newsletter is going to play in your business or organisation.

Is is a key marketing tool designed to promote new products and services? Will you have regular promotions, giveaways and other attractive incentives for readers to take advantage of?

Essentially the secret is to start as you mean to continue. Choose a publication cycle – whether it be weekly, fortnightly, monthly or bi-monthly – that is sustainable.

Whichever timeframe you choose you then must stick to it.

You are basically training your reader how to use your newsletter. If it is a significant source of updated information then it needs to be on-time everytime.

Consider your resources, access to content and writing skills to determine a reliable and realistic turn-around for your business.

Newsletters are either an in-house publication targeted to a specific group of readers either internally to staff, management and members or externally to clients, customers or other prospective interested parties.

The function of a newsletter is to help an organisation or business:

• Increase awareness
• Generate interest of support
• Foster specific action

Writing style

Newsletter writing should be concise and crisp and informal in tone but not conversational. Newsletters should provide a blend of information and entertainment.

Length

Newsletters should run between 300 and 500 words and contain several items that are only a paragraph or two in length.

Content

They may contain news articles, briefs and features about people and programs relevant to the organisation.

Credibility

It is critical to preserve credibility with readers by avoiding too much self-congratulatory or overtly promotional material. Select material that has impact and relevance to your readership in favour of platitudes and clichés.

It is acceptable to use jargon commonly-understood within a specific industry but should be avoided if the publication is targeting the general public.

Business email etiquette

GAPS Professional Writing — Sat, 17 Mar 2012 07:13:46 +0000

Overflowing inboxes is a common complaint among time-poor workers struggling to read their daily dose of electronic mail. Here are a few tips to business email etiquette that will increase the likelihood your email will not only be opened but also read and actioned in a timely manner.

Timing

Avoid peak email-checking periods like Monday mornings
Send non-urgent emails on Tuesday, Wednesdays and Thursdays

Attachments

Beware virus-phobias
Seek permission from reader first

Layout

One point per paragraph
Maximum 6 paragraphs

Subject line

Use 10 words or less to capture the reader’s attention
CAP main point
Include your company’s name to make it easier to find archived emails
Write last in order to focus main point

Language

Imagine writing to a specific individual rather than group mail-out
Writing style should match level of relationship with reader
Use active speech; short and sharp writing

Signature

Business logo
Business tagline or quote

Business email format

GAPS Professional Writing — Sat, 17 Mar 2012 07:11:49 +0000

Use the powerful “I + We + You” business email format to write effective emails to new and existing clients.

The straightforward approach captures your reader’s attention, communicates your key message and ensures a rapid response.

SUBJECT HEADING

MEETING WEDNESDAY: Discuss exciting new product range

GREETING

Dear client’s (first) name

PARAGRAPH 1

“I” INTENT

I would like to set up a meeting this week to discuss a new range of products now available.

PARAGRAPH 2

“WE” HOW CAN WE WORK TOGETHER

We could use the time to see how the new products may benefit your business.

PARAGRAPH 3

“YOU” WHAT’S IN IT FOR THEM?

I am hoping you will discover from our meeting how the new products will work for you.

PARAGRAPH 4

CALL TO ACTION
Are you available to meet on Wednesday at 2pm? If not, can you please advise me of an alternative convenient time?

SIGNOFF

Regards,

Your name

Email signature
Business logo
Tagline
Contact details

Writing an efficient business letter

GAPS Professional Writing — Sat, 17 Mar 2012 07:06:06 +0000

Much like an essay, the key to writing a business letter to prospective or existing clients boils down to planning a structure that draws the reader in by capturing their attention before driving home the main message. Simply use the powerful AEIOU formula as a handy guideline to writing business letters that will be read.

Attract
Captivating introductory paragraph

Secure interest in the first instance to ensure people read your material by asking a question or creating a desire.

Do you suffer from…? Would you like to…?
Imagine being debt-free…? Ever dreamed of a first-class world tour…?

Engage
Identify need

Quantify how businesses may benefit from your product or service or be harmed by failure to take action.

Leading companies recognise the importance of…
Profitable businesses cannot afford to ignore…

Idea
Provide solution

State how your product or service can resolve their problem in a simple and effective manner.

We offer personalised advice on…
Our expert sales team can show you how to…

Offer
State purpose of the letter

Clearly outline the intention of the letter.

We would like to offer you…
As a valued client you are entitled to…

yoU
Call to action

What do they need to do next? Lead the way for them.

We will contact you to make an appointment…
Call our friendly staff today to find out more information…

Building rapport in business writing

GAPS Professional Writing — Sat, 17 Mar 2012 07:04:14 +0000

What is the purpose of writing client letters and emails? The obvious response would be to disseminate information about your goods and/ or services. But the true answer lies much deeper than that…

People make business decisions on gut instinct much of which is determined at a subconscious level. We all want to feel connected and that we belong, both in our personal lives and in the professional sphere. The key for you as a business owner is to use language to create that connection in writing.

That means, essentially building rapport with new clients and fostering it with existing clients. How do you do that? Simply the same way you would do in with someone either in person or on the phone. Where in person you can use body language such as eye contact, smiling and gestures to engage clients’ interest, you should also strive to embrace an authentic tone into your written correspondance as well.

That could be as simple as injecting a few person pronouns as as “I”, “we”, “us” and “you” to show you are in it together with them. Or writing what you think the reader is most likely to want to hear about your business and how you can help them rather than focus on your own interests.

Remember, at the end of the day, people don’t care how much you know until they know how much you care…