RESOURCES

The first mistake is writing protracted anecdotal leads. The remedy: Get to the point.

The second mistake is wordiness and gray blocks of text. Remedy: Study The Kiplinger Letter  for concise newsletter style. Use subheads and bullet lists so readers can find what they need easily.

Marketing mistakes

• Too many marketing objectives; unclear objectives. Each publication should accomplish one narrow, well-defined objective.
• No incentive for readers to contact you. Offer to provide more info or additional materials if they call or e-mail you.
• No reader-response mechanism, no system for tracking response. See www.empub.com/nss/askexpert.shtml.
• No way to measure cost-effectiveness of newsletter. Track responses and new business generated, calculate cost per response and cost per new-business dollar.
• Newsletter doesn't complement other promotional literature & marketing materials. Integrate strategically.

Editorial mistakes

• Too much promotion & bragging, not enough valuable information. Ask readers what they need, figure out how to give it to them.
• Content based on what you know, not what readers need. Consider your readers' point of view.
• Articles are broad and superficial. Narrow down the topics, cover them in depth.
• No method for checking accuracy of facts and figures. Establish a review board.
• Way too many grammatical & punctuation mistakes. Hire a proofreader.
• Headlines and opening paragraphs don't grab readers' attention and convey benefit. Study the N.Y. Times & Wall Street Journal.
• Articles contain information that readers have seen in many other publications. How does the news or info affect your clients specifically? Provide your own insight.

Design mistakes

• Graphics don't support the message; gratuitous graphics. Understate the design.
• Too much text, not enough white space. Distill.

Production & distribution mistakes

• Mailing list includes too many people who couldn’t care less. Weed out.
• Mailing list omits referral sources, opinion leaders. Include them.
• Newsletters e-mailed in format that some browsers can't read. Use text format; survey your readers to see if they can read HTML; offer two versions.
• Online newsletter articles aren't printer-friendly. Readers will print articles, so be sure they're easy to read on paper.
• Difficult for readers to unsubscribe. Give clear instructions.

Worst-case scenarios

• Newsletter creates a bad impression. Hire a professional editor/designer.
• Articles contain factual errors that get readers in trouble. Review, review, review. Publish a disclaimer.
• Money spent to produce & distribute newsletter goes down the drain. Allocate sufficient resources to produce high-quality publication, make sure it follows overall marketing plan.