So at the last staff meeting someone on your team—maybe your boss?—suggested putting out a newsletter.
Wait, um, you want me to manage it? Edit it?
[cue crickets chirping]
Oh, sure. Of course I can. Yep.
Can vs. Should: Three Questions
Of course you can. That is, you’re a skilled professional and you know how to do your job. But before you dive in to this project, step back for a moment and ask yourself three questions:
1. Why should we publish a newsletter? We’re all busy; we all have too much to read. So it is essential for your newsletter to have a clear purpose—a raison d’être that ties back to your business. Maybe it’s “We want to educate readers about the joys of raising miniature ferrets in the cloud.” Or “We want to share information about platform-independent mobile caffeine-distribution apps.”
2. Why should our readers care? The should question cuts both ways. What can you offer readers that they value, that they will then associate positively with your brand? You want readers coming away feeling like you’re in their corner, that you’ve given them information they can use.
3. What can we offer that is unique to us? Best of all, what can you give readers that no one else can? This is the foundation of your relationship with your customers.
In It for the Long Haul
Once you know what you have to offer, remember that a newsletter is not a one-off. If you want to build an ongoing relationship with your readers, you need to be sure you can create appealing, useful content on a regular basis. Before you publish your first issue, lay the groundwork by deciding on the following:
The Content Bureau: Your Secret Weapon
At this point, it should be clear that it takes time, ideas, and resources to produce high-quality targeted newsletter content on a regular basis. If you’re feeling a bit overwhelmed, don’t despair. At the Content Bureau, we’re experts in newsletter planning, writing, and design. We can help you launch a new newsletter, or revitalize an old one. And whatever the topic, we can tackle it with the tenacity of a small furry creature on a double espresso.