How to Spot a Bad Newsletter

It's easy to create an ineffective newsletter. In fact, many companies do. Here are some common pitfalls — and some effective solutions.

NO BENEFITS MESSAGE
Your customers or potential customers aren't looking for a description of your services. They're looking for solutions to their problems. Tell them how your firm can solve their problems in a cost-effective way.

UNREADABLE TYPEFACE
That fancy typestyle might look classy on the sample sheet in the print shop, but it can be so hard to read that your prospective customers could toss your newsletter in the trash can. Keep your type simple enough and large enough to get your message read.

TOO WORDY
You may have a lot to offer, but don't get carried away. Your prospective reader leads
a busy life. Make it simple for him or her to understand what you're selling and how it will solve his or her problem.

POOR DESIGN
Nothing turns off a reader faster than long dull columns of gray type. Focus your readers' attention with creative graphic elements — art, photos, boxes, screen tints. These will help them better understand your marketing message.

BAD ARTWORK
The best layout and writing can be undone by poor artwork. So don't be too clever. Too many newsletters wander away from their purpose and are cluttered with too many graphics.

 

 
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