Producing a regular newsletter is an effective way of keeping in touch with your customers. It not only provides an opportunity to update them on news concerning your business and products, but it also helps build an affinity between you and a feeling that the customer is valued. It provides a ‘sense of ownership’ to the customer in relation to your business.

When you pick up a publication, what’s the first thing you look for? Most likely it’s your favourite section, the section that you have built an affinity with. You can build reader loyalty by using recurring sections.

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People will open your publication to find the one column or article they read every time. Once you’ve got them into the magazine, it’s likely they’ll stay and read more. If building readership is your goal, perhaps consider some of the following tips:

New technology

Don’t do a puff piece promoting the new thingamajig. Instead, explain to the readers how the service or product will improve their lives, save them time, or make a task easier.

‘How-to’

This idea works well, when you can illustrate the steps with photos so people can really see how it’s done.

‘For and against’

Tap into the minds of two well-respected members of the industry who will offer opposing viewpoints. It is important that the two be of somewhat equal standing and experience.

‘Letters to the editor’

Make sure you have your editor respond to some letters to make the section more interactive. Also, try not to print only the positive responses you get. Criticism (and your response to it) can be a good lesson and build trust between you and your readers.

‘Ask an expert’

Set up an area on your web site where readers can post questions that are then answered by experts in your publication.

‘Personal viewpoint’

Invite employees, community members, clients or legislators to make a guest appearance in your publication to offer their take on an issue.

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‘Where are they now?’

This section could be devoted to long time employees or customers. There are many variations: showing a childhood or early career photo along with a present-day version, re-visiting a person or project instrumental in your company’s history or profiling a reader who has “gone places” with the help of your company.

‘Web site recommendations’

If you’ve found a site that has proved useful to you, the chances are your customers will find it useful too. You can offer a simple listing of sites or rate sites on a variety of criteria.

‘Bargain of the month’

Another section providing a wealth of opportunity to connect with your readers. You can talk about your company’s products, or things your employees or readers need to do their jobs.

‘Good deeds’

In an internal newsletter, this is a great way to pat an employee on the back for the community service he or she does, or to showcase a commendable accomplishment outside the workplace.

‘Editor’s or CEO’s column’

Don’t waste this space telling readers what’s in the publication! Let the editor or senior management talk about an issue of interest to your readers. It’s one of their few chances to promote their human side as opposed to just being a name on the masthead.

‘Book review’

With people’s busy schedules, they often appreciate being told about books that are worth reading. Try to provide an outlet (a web site for example) where people can go to buy the book.

‘Questions and answers’

Have a new policy, product line or professional expert you want to promote? The Q&A format works well for providing information in a compact, but fun way.

‘Mini profile’

An exemplary employee or community member is a perfect candidate for this section. It’s a great way to give them a little good PR and tell a bit about your company in the process.

‘Personnel update’

Use this section to feature new hires, promotions and other company or industry movers and shakers.

‘Man on the street’

Gather the thoughts of four or five random employees or customers on a topic to illustrate the spectrum of opinion and provoke discussion.”

What not to do

• Now let’s look at just six ways of ensuring your publication is a flop!
• Consistently provide information about subjects readers can’t use in daily life. Instead, exchange ideas and share ‘family’ gossip.
• Ignore your decision-makers. Share your publication’s success with your boss, your boss’ boss, the legal department, in fact, anyone who makes budget decisions. If the decision-makers know the publication is achieving its goals, it’ll be more likely to survive future cutbacks.
• Use confusing or verbose language. It’s better to keep your articles simple, use words shorter than three syllables and describe concepts in short, easy-to-understand sentences.
• Write articles that have an impact on things, not people. Choose to put a human spin or your content. Make it personal and identifiable by using individuals who have succeeded in the area of your subject matter.
• Only provide PR-related information. If the information you provide isn’t useful to your readers, you’re wasting space. Include phone numbers, email addresses and websites, and you’ve helped extend your publication’s shelf life by three months.
• Ignore principles of layout and design. If your pages are too cluttered or busy, your readers will ignore them. Use paper that makes reading easy.