How to write a newsletter

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person learning how to write a newsletter on keyboard

Think you’re too small to start your own newsletter? Think again. Newsletters are one of the most underrated yet most efficient forms of communication. Think about it: you write your own stuff, do your own designs, and don’t have to answer to a publishing house. If you’ve got something to say, you can certainly write a newsletter.

But what’s a newsletter anyway? A newsletter is anything that’s published on a regular basis about a particular interest. Technically, newspapers are a type of newsletter. But in the modern sense, newsletters are smaller publications used as publicity tools. Most newspaper publishers are clubs, organizations and medium to large businesses.

So how do you go about newsletter writing? Anyone can write a newsletter, but writing a newsletter that does its job is another story. This guide takes you through the basic rules.

Setting goals for your newsletter

The first thing you need is a purpose: why are you writing this newsletter in the first place? Your goal will define the direction of your writing and the overall style of your work. If it’s a marketing strategy, your text will be strong and sales-oriented. If it’s more on the informative side, you want useful information in a more reader-friendly tone. If you just want to get in touch with your members, you might try sounding a bit more professional.

Writing for your readers

In terms of readership, newsletters fall under two main types: in-house and public. Each one has a different audience and caters to a different set of interests. In-house newsletters are given only to people who are directly involved in the group, such as company employees or club members. This type contains little to no sales talk. Instead, you focus on insider information about your group or company. Some topics you might talk about include in-house events, future investments, and outstanding members or employees.

Public newsletters are meant for people outside the group, most often current and potential customers. These materials are more persuasive. Instead of the company, you talk about your product—what it does, how it works, where it’s available. Occasionally, you may include some company information, but only if it will interest your readers.

Finding a tone

Newsletters can range from casual and friendly to clipped and professional. The main rule is to talk in your readers’ language. A newsletter on pet products might take a pretty casual approach, but one designed for medical researchers might sound more academic and use a fair bit of jargon. Don’t play safe by writing in a “universal” tone—you want your reader to feel that you’re writing for them and only for them.

Maintaining that tone is a different matter, unless you plan on writing it all yourself. Most newsletters are a collaborative effort. How do you get a consistent voice from writers with a range of different styles? You have to instruct them to write in the tone you want, and train them if necessary. A bit of variety wouldn’t hurt, but you must stick to at least a few house rules.

Sourcing the articles in your newsletter

Would you think highly of a newsletter that’s 80 percent sales talk? Neither would your readers. All newsletters should be at least partly informative. Often, this means making research a part of your routine. It doesn’t have to be academic or exhaustive, but it does have to be useful. Make it a habit to plan each article and write outlines, so that you know exactly what to look up. If you’re publishing once a month like most newsletters, a team of five should have more than enough time to write high-quality content. Here are some good places to find information:

  • The internet. Practically everything can be found online, but not all sources are credible. You can get the bulk of your material online, but try to cross-check your facts before publishing them.
  • Company manuals. If you’re looking for product-related information, grab a copy of the manual. Everything you need should be there, unless you’re looking for top-secret stuff (in which case it shouldn’t be published anyway).
  • Interviews. Interviews add a human element to your writing. Quote your source directly whenever possible. Save time by planning out your questions beforehand.
  • Local libraries. Start with the smaller libraries—they may have community-specific materials that are more relevant to your readers.

Designing your pages

Newsletter layout is just as important as content. There are rules to designing each page, from arranging copy to measuring column inches. If you’re not up to the task, you may want to hire a layout artist or designer to help you out. In any case, these rules are worth keeping in mind:

  • Design a good banner. The banner appears on the first page and serves as your newsletter’ ID card. Keep it simple—choose one or two main colors and use a simple, readable font.
  • Keep the type consistent. Varying your fonts with every issue comes across as unprofessional, even juvenile. Stick to one type and keep a consistent size and spacing.
  • Use photos. A typical reader looks at a picture first, the caption next, and the text last. A newsletter lacking in pictures may not even merit a second glance. Never fill a page with text—break them up with pictures, illustrations, or graphs.
  • Summarize on the first page. Some people don’t read past page one, so your job is to hook them in before they put it down. Include a “what’s inside” box on the cover listing the month’s most important issues.