Do’s And Don’ts Of Having Your Own Newsletter

Having your own network newsletter is a concept that matured in the late 80's, but today is now an accepted and established format that pays rich dividends and reduces dependency on other media for getting your messages and information across. Creating a newsletter is akin to having your own personal media, through which you can convey your own personal news.

There must be thousands of commercial paid subscription newsletters, covering virtually every subject imaginable. For example there is even a newsletter devoted to people interested in eating insects. The Food Insects News letter, with a pretty neat circulation, was founded by Dr. R. DeFoliart, an entomologist at the University of Wisconsin.


The popularity and success of newsletters is based on quick, personal news of specific interest to the reader. Newsletters also tend to get completely read rather than skimmed. Unlike magazines, newsletters frequently don't carry advertising. They're shorter than magazines, yet they provide information and news in an easy-to-read form. Because they don't offer advertising, paid subscription newsletters can be very expensive, based upon the kind of news or highly specialized information they provide. Investment or forecasting newsletters fit into this category. The subscription costs have given newsletters built-in credibility and high perceived value. Free subscription newsletters have benefited from the reputation of the paid subscription letters.

Of course for those with limited budgets you can produce your own newsletters and mail to only those people in your personal network.

Are Newsletters Really Appreciated?

David Ogilvy, the great advertising genius, says, "Editorial material is three times more persuasive than advertising. While Americans have developed negative attitudes toward most advertising, they've developed positive attitudes toward informative advertising."

How many conversations are started with a combination of words that basically ask: "What's new?" People are preoccupied with "what s new." Therefore the news in newsletters is always appreciated and gains readership. Newsletter news is not the dramatic news of the papers but rather news within the circles of influence of the reader. People like to be "in on things."

The Newsletter As A Networking Tool

As newsletters can be easy to read and contain information that people usually want to read, they are ideal for networking. They are easy to put together and distribute. You have control over the material they contain. They are relatively inexpensive. A news format has a high degree of believability. You can use a newsletter for your business, corporate charitable or personal use.

Self-Published Newsletters

The newsletters of most interest to networkers are the self-published newsletters. They can be published by your business, profession, charity, civic or service club or they can be published by an individual.

Newsletters need not be published on a regular basis. In fact, in some instances it's better not to promise a regular schedule because it puts you under a deadline and sometimes they may be hard to meet.

Newsletters vary widely in layout. Some are done in columns and some are done with type going completely across the page. Some contain photographs or are lavishly illustrated and some have no illustrations or photos. The most familiar and accepted newsletter format seems to be the 8.5" X11" four page newsletter. The audiences and content will vary in size depending upon who is publishing.

Getting Started With A Newsletter

Your first consideration is a name for your newsletter and possibly a logo. You could include the logo of your business or you might want a separate one just for the newsletter. Next you'll incorporate the name and logo into a masthead that contains the pertinent publishing information.

The next consideration is the type format. Do you use columns or go straight across the page? Remember, however to use short words, short sentences and short paragraphs. Make it easy to read. We also recommend headlines or sub-heads to preview each news item. If you have computer capabilities you can get involved in desk-top publishing - adding graphics, columns and other formats.

Newsletters work particularly well for quite a few things, prime amongst them that it helps in bringing in supporters, selling more to existing customers moreover it will improve morale and increase involvement and attract volunteers. It will win support and bring back lost customers and most of all it will inform and educate its community of readers and keep them abreast of your activities, programs and future plans and projects.

Your audience is the key for gaining the most networking value from your newsletter. There are basically two kinds of audiences: your internal audience or in-house newsletter (for employees, members, etc.) and your external audience for the other people in your network.

What's News?

Having decided on how to put your newsletter together, the next decision is content. Remember it's a newsletter so the content should be timely. The news should be of real interest to your audience. In addition to news you can provide helpful information. When choosing your newsletter's content, first look at the hard news you have for supporters and prospects - new services, special events and so on. Then search for information that keeps readers involved and interested in your subject.

Your newsletter can be designed to provide a space for address and postage when folded. The letter then works as a self-mailer, eliminating the cost of an envelope.

The "Hammer" In Your Networking Toolbox

As a serious networker you should consider producing a newsletter to reach your various networks. Your newsletter might be a simple as a "one pager" written for your family and friends, or as extensive as a multi-page effort for your business, profession or association. It might be published as often as weekly or as seldom as "once-in-a-while." The important thing is that you do it. Newsletters are the "hammer" in your net working toolbox.