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Newsletter No No's
(or What you should never do with your newsletter!)

Newsletters are a wonderful way of communicating with people and informing them about your organization, small business, or school. It is a well known PR tool that will most certainly be read if created in the right way. With that being said, here are some things you will want to avoid when designing your next newsletter.

Don't ever give your newsletter the wrong title
This is probably the worst thing you can do. The first thing that draws the attention of people is the title. Don't have titles that sound either too silly or too clever. If the title is something enticing, everything else about the newsletter just falls into place. And if the title isn't done correctly, it's fair enough to assume that nothing else about the newsletter is good as well. The design and content of the newsletter should not give the impression that it is an advertisement. From a design perspective, jam-packing the header area with ornamental borders, dark shaded backdrops graphic logos or images makes the readability of the newsletter title or nameplate, as it's called, very poor. Remember, the nameplate should be very clear.

Boring or unclear content
As cliché as it may sound, the old saying 'content is king' can be virtually applicable in any situation. The newsletter should be interesting, constructive and above all respectful. The first few paragraphs should definitely give the reader an idea as to what the newsletter is about and there should be about four good pieces of content in each newsletter together with a few write-ups. The content should be simple and persuasive. If the content isn't good, you would not have achieved the purpose behind creating the newsletter in the first place.

Type, style and colour chaos
Having too many different font styles and colours cramped up in one page is likely to send the reader into a daze. It is better that you use a consistent font style and not give the reader the impression that the newsletter was created purely for the purpose of getting your money's worth out of all the possible fonts on your computer!

Having excessive colours is another common mistake when creating a template. When too many colours are used, it actually weakens the primary message. So does the use of mismatched backgrounds. The layout of the newsletter should be simple and easy to read. You can use dark coloured fonts against a lighter coloured background to emphasize important elements.

All in all, the design of the newsletter should be pleasing to the eye and it should be professional. A readers' attention is often drawn by attractive designs. Clients too usually judge the value of a newsletter by design rather than content the first time. Additionally, having your own unique style to distinguish your newsletter from your competitors' will add more value and convey your message to clients more effectively. So keep these tips in mind the next time and watch your subscriptions soar! « back


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