It may be obvious that organizations publish newsletters to inform customers about events and opportunities. But no matter how much information they contain, newsletters exist for one reason: to sell. They don’t have to proclaim, “Buy my product” in black and white. Your company’s name whizzing past eyeballs is advertisement alone.

Name recognition is a marketing must, of course, but newsletters can accomplish more than that. Your customer will associate your name with quality and value if your newsletter portrays you in your best light. Every article and blurb should showcase your importance and expertise. To do that, you need to give your audience the information and encouragement they desire in a compelling way. Every time you present information that is useful, authoritative, and memorable, you meet your customers’ needs and make a positive impression.

When you include the following features, you’re really sending a tacit message (in parentheses):

• Member news. (Our members are effective. Our organization is strong and worthwhile joining.)

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• Product news and tips. (Our product is terrific, so you should buy it, or use it more, or tell others how great it is. You should appreciate what a great company we are for bringing it to you.)

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• Current events. (Here’s what you need to know to keep up with other informed members of our organization or other leading customers. And by the way, look how much we know and aren’t we great for bringing you this vital information?)

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• How-to articles. (Here’s what you need to know to be a leading member of your profession, group of hobbyists, do-it-yourselfers, aspiring professionals, etc. And by the way, don’t forget that we in the know gave you this vital information.)

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• Current research. (See how on top of things we are?)

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• Anecdotes. (Our members lead exciting, interesting, or funny lives.)

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• Calendar. (Events for smart, capable people like you, brought to you by the experts at our organization.)

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• Action alerts. (Brought to you by those on your side who are in the know and who have the power to make a difference.)

You get the idea. Every fact, opinion, and call to action you present should be clear, helpful, accurate, and appropriate for your audience. On top of that, the language and graphics should be so compelling that your audience 1) can’t look away, 2) remembers the gist, and 3) associates you with the piece.

Don’t forget to include your company or organization name and slogan prominently, and whatever you do, include a call to action so people will purchase, join, sign up, call, write, or otherwise do while they’re reading your piece.

© Paula Berinstein 2005