Innovative Business Writing
Build a Relationship with Customers or Members
Newsletters are a creative way to communicate on an on-going basis with current or
potential customers or members. Newsletters that provide interesting and helpful
information can build your brand identity. They can also enhance sales and build customer
A newsletter can:
Whether you are developing a new publication or updating an exisitng one, begin by
preparing a prototype newsletter.You will need to decide on the newsletter's size and
format, masthead, graphic elements and type styles.
Many printed newsletters use an 11 x 17 inch sheet of paper folded in half to produce
four 8 1/2 x 11 inch pages. Using two-columns of type per page can make the copy easier
to read and more visually appealing.
Balance text and graphics. Typically, a newsletter text takes up 60 to 85% of the space,
with pictures or other graphics in the remaining area.
The masthead where the title of the newsletter appears should be distinctive and give an
indication of what the newsletter contains. Put the strongest article on the front page.
Keep your articles short (no more than 500 words). Vary the length of articles.
Its best to work with page layout software like Microsoft Publisher or Adobe InDesign,
rather than word processing software.
For photographs, use EPS, TIFF or JPEG. JPEG digital photos should have at least 300
If your using color in your newsletter, set for CMYK, not RGB in the document.
A newsletter can be printed and mailed, web-based, or e-mailed. Regardless of the distribution
method, your newsletter must present your message in a concise and easy-to-read format. It
should provide the reader with useful information and not just a sales message.
Over time, a newsletter builds name recognition for your company or organization and
establishes you as a readily available source for specific products or services.
Provide how-to information
Forge a relationship or bond
Introduce new products or services
Announce changes or special offers