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Offers – such as workshops, seminars, webinars, online courses, and discounts on

products.

Web links – to more useful information including partner web sites.

Contests – to promote a product or to gather new email addresses.

There is no secret success formula for an email newsletter outline. You will need to

develop one that you are comfortable with. The reality is that you will choose a

structure and then fine tune it as time goes by. Check out the alternative outlines used in

the email newsletters you receive in your inbox. Here are some alternatives:

Opinion feature

Letter from the editor

Trends/analyses

Monthly spotlight feature

Product/industry news

How-to articles

Reader involvement columns

Book reviews

News flashes

Interviews

Revenue opportunities – Monthly specials

And here’s another one to consider:

Featured Article

Useful Website Pick

Reader Q&A

Letter to the Editor

Surveys or Polls

Product Reviews

Tip of the Day

Inspirational Quote

The format that you adopt and the type of material you include in your email newsletter

is as endless as your imagination. The key is choosing a format that works for your

subscribers as they are the final judges.

Towards a Good Read

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Go in Circles

The cliché: going in circles, usually speaks to some kind of inefficiency. But when it

comes to writing, going in circles is a must. You can’t write effectively without using a

recursive (circular) process.

Before you prepare the final draft of your email newsletter, you will need to go in

“circles” to make sure that your document is clear, logical, and compelling. The process

of writing a newsletter is a circular one in that you write, edit, revise and re-write to the

point where you may believe you’ll never finish. Other than spelling and grammar

check, no software can really help you through this circular process. It is basically you

and the words. You must read and re-write and you must do good proofreading

(or

have someone do it for you).

You need to recognize up front that writing the newsletter is work but there are a few

short cuts to writing a good one. You must put in the time and effort to produce a

polished and effective email newsletter. It will take many hours of thinking, analyzing,

researching, writing, revising, editing, and re-writing till you get it right.

Hypertext Structure

A number of successful email newsletters use the Hypertext structure. This is a format

with short text sections that serve as introductions to longer text passages or articles.

Although short text sections are used and initially displayed, there is no sacrificing

depth of content. All that is done with hypertext structure is a splitting of the

information into multiple nodes or sections, all connected by hypertext links.

Each initial introductory text can be brief and yet the full hypertext version can contain

much more information. Long and detailed background information can be linked to

secondary sections – much like is done on retail web sites like Amazon.com where

additional information links offer supplementary information. This makes it possible to

allow readers to select those topics they care about and click to those sections where

they want more information.

See the proofreading checklist in the Appendix.

Towards a Good Read

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Figure 6.1 shows the hyperlink structure used in the ACD email newsletter. It uses a

form of the hypertext structure by giving only an introduction to its articles. The user

can click “more” to read more text beyond the introduction.

Figure 6.1 Hypertext Structure: ADC Digital Imaging Blast email newsletter

Towards a Good Read

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Figure 6.2 netREPORTER email newsletter

Figure 6.2 shows another use of the hypertext structure with the netREPORTER email

newsletter. This publication uses a slightly different hypertext format from the ACD

example (Figure 6.1). Yet the netREPORTER hypertext structure is very effective with

“noteworthy” headlines serving as links to the stories/articles.

Towards a Good Read

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Make it Skimmable

Studies show that people skim text (as oppose to reading every word) on the Web or in

an email. The same holds true for email newsletters. To make your email newsletter a

“good read” for your subscribers, you need to make it easy for them to skim it. The

following techniques should help your subscribers be successful “skimmers”:

Highlight keywords that you want to emphasize. Bold or other typeface

variations are helpful. Underlining is probably a no-no because it will

confuse readers. They may think it is a hyperlink. Hyperlinks can serve

as one form of highlighting and are useful when used sparingly.

Give lots of thought to writing meaningful headings. It is better to be

straightforward and clear than to be "clever" or cute.

Put a benefit-oriented “deck” under your article title. A deck is a

journalistic term for a sub headline. For example, if your headline is 10

Common Myths about Snow Tires, your deck might be Get the right

advice now, and drive safely this winter.

Make use of bulleted lists. Bulleted lists are popular with readers and

make it very easy for readers to move quickly through your thoughts.

More on the use of bulleted lists in the next section.

Package” your articles as lists tips, myths, tricks, stories, warnings…

Readers can’t resist what I call “text tools” — lists of facts or actions or

insider tips they can put to work right away, or pin to their corkboards to

have handy when needed. 10 Dangerous Myths about Snow Tires, Five

Real-Life Investment Mistakes You Can Avoid — these are article titles

that say read me or suffer the consequences.

Use principles of good writing such as one idea per paragraph. Layout

your idea early in the paragraph. Readers will skip over additional ideas

if you don’t grab them early with the first sentence or two of a

paragraph.

Keep the word count down. Just as you would do when writing an

editorial for your newspaper, keep the word count of your email

newsletter down. One rule of thumb for newsletter writing states that

you should “half the word count”. In other words, write about 1/2 as

much as you would write for a more conventional piece of writing, such

as a business report. Some people like to adhere to a 500-to-1000-word

limit. Articles of that size are perfect for the email medium.

When a reader first opens your email newsletter, they should be able to

quickly "get" what the page is about. That means the information should

be visible without having to scroll too much.

Towards a Good Read

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Reading from computer monitor is tiring for the eyes. Some experts say that reading

from a computer screen is about 25 percent slower than reading from paper. It is true

that some people will print out your email newsletter to read at a later time. However,

many people will choose to read it on their monitor the moment that they open it.

Therefore, think of ways that you can write and design your email newsletter to make it

easy to read – skimmable by your subscribers.

Using Bulleted Lists of Information

Readers like bulleted lists. Use lists for presenting groups of related information

Short lines

Easy to skim

Organize related hyperlinks well

Lists are short lines, and easy to skim. Since they break up nicely into chunks (one

chunk per list item) they work well for organizing links to web resources. For many

situations, they will work better than links scattered in a paragraph that must be read in

context. For example, if you wanted to mention three great online retailers, these might

come to mind:

Amazon.com www.amazon.com

Lands End www.landsend.com

Best Buy www. bestbuy.com

Keep the items short. To keep the list skimmable, try to keep the length of each item in

the list short. No more than two or three sentences.

Writing Good Copy

When you’re creating a newsletter that hundreds or even thousands of people will read,

it’s easy to forget that you have to write your copy for just one person — your reader.

Here are seven tips to help you connect with your reader through good newsletter copy.

This section was adapted from a piece written by Mark Scapicchio. Mark has written advertising and

marketing copy for some of the best-known companies and advertising agencies in the world, and for

many successful smaller companies. To learn more about his background, his clients, and how he can

improve your copy visit his Web site at www.scapicchio.com

Towards a Good Read

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Use “You”

When your reader opens your email newsletter, it’s just you your reader, one-on-one —

like a private presentation without anyone else in the room. And you just can’t give an

effective private presentation without using the word you. Your copy should be

crawling with the word you, with forms of the word you (you’ll, your, you’re), and with

imperatives, in which you is understood (see below for more on imperatives). At the

very least, find a way to work you into your headline, your first subhead, and the first

sentence of your body copy. Replace weak generics such as one (as in: When one

considers the options), businesses and the competition with you, your business and your

competitors. Write as if no one else in the world matters but the one person reading at

any given instant.

Emphasize Benefits over Features

Whatever you write should be organized around benefits — the ways your product or

service or company will improve your reader’s life. The features behind the benefits are

exactly that: behind the benefits, playing a supporting role. Suppose you’re writing an

ad for your new laser printer, which is twice as fast as any other printer on the market.

Your headline should tout the benefit of the speed, and not the speed itself:

Print any document in half the time.

Leave the feature to your body copy:

SuperPrint’s new 50-page-per minute print engine cranks out your documents at

least twice as fast as any printer you’re using today.

Notice, by the way, that the “feature” sentence repeats the benefit. You can never repeat

your benefits often enough. In fact, if you have extra space in your layout and have a

choice between mentioning adding a lower-level feature or repeating an important

benefit, repeat the benefit. Even on the back sides of your data sheets — where people

expect to see bullet lists of features — group those features under benefits, repeated or

otherwise. You’ll be giving your reader what he or she really wants.

Towards a Good Read

Write Imperative Headlines and Subheads

An imperative is a sentence in the form of a direct command, and in which the word

you doesn’t appear but is “understood.” Get me a cup of coffee, Take off your shoes

before you come in here, and Don’t forget to call me — these are all examples of

imperatives.

Imperatives are extremely powerful sentences — not because they’re the way we give

orders (who are you to boss around your customers?) but because they’re the language

of confident, expert, indispensable advice. We were raised on so much good advice

given in the form of imperatives — Look both ways, Don’t talk to strangers, Buckle

your seatbelt — that we’re practically hardwired to read them. That’s why mass-market

ads are full of imperatives like Ask your doctor, Compare, and Just Do It.

It’s easy to write irresistible imperative headlines and subheads: Just write sentences

that tell your reader to take advantage of what you have to offer. Surf the Web up to 100

times faster. Save thousands each year in maintenance costs. Email us TODAY for your

free white paper. They don’t have to be fancy or clever; in fact, the more direct and

more specific, the better.

Replace Lone Nouns with Real Subheads.

Single nouns — like Overview, Background, Features, Benefits, Challenge, and

Summary — don’t cut it as subheads. These are the kinds of vague, emotionless words

you’d expect from a court stenographer, not a copywriter. They may have helped your

writer organize his or her thoughts, but they do absolutely nothing for your reader.

In any copy — and particularly in longer copy — your subheads are as important as

your headline. They should be active and compelling (and ideally, imperative)

sentences — complete thoughts — that make the body copy beneath them seem much

too important to skip. And subheads should also be specific enough that a skimming

reader can read only your headline and your subheads and still get a basic understanding

of your primary benefits and your call to action.

Single, vague nouns can’t do all this work; in fact they can’t do anything but take up

space. Never accept them from a copywriter.

Towards a Good Read

Replace Can with Will and If with When

If you’re not absolutely sure about your product or your offer, why should your reader

believe you? In ad and marketing copy words like can and if signal doubt or

qualifications or extenuating circumstances to your reader — and these are the last

feelings you want to convey.

You’ll make your copy confident and reassuring when you replace can with will and if

with when. Consider the difference: We can install your new tires in one hour or less is

a mere possibility; We will install your new tires in one hour or less is a promise (in

fact, you almost expect it to be followed by a guarantee). Get a free gift if you call

today implies that you have another option; Get a free gift when you call today assumes

you’ve already decided to make the call.

Making these two simple replacements will take the doubt out of your copy — and the

hesitation out of your reader’s mind.

Avoid Jargon

For years businesspeople used the word access as a verb — even as writers complained

(not entirely correctly) that the dictionary listed it as a noun only. Today most

dictionaries, including the latest Webster’s, list access as a verb.

But that doesn’t mean you should use it in your copy. Like most bits of tech jargon that

earn their way into accepted usage, access is about as colorful and emotional and

inspiring as a wet gym towel. Most readers can’t picture themselves accessing

something; those that can don’t see a very exciting or memorable picture.

Instead of access, why not write instantly find and use, or locate precisely, or put your

finger on? These are things people actually want to do, activities that imply a reward or

some success. That’s why they make better copy.

Access is just one example, no worse than populate or format or support. Each has at

least one emotional, evocative and specific alternative, like enrich or transform or work

perfectly with. Use the alternative in your copy whenever you can.

Towards a Good Read

Replace the word Leading

Want to torture a coworker? Tell her she can’t go home until she finds ten corporate

Web sites — including your own — that don’t use the word leader or leading in its

company description. (To be nice, have take-out delivered to her desk — she’ll be

hungry later on.)

Even before it became so completely overused, leader was a vague word that demanded

qualification — and the equally overused qualifiers that emerged (market leader,

industry-leader, value leader) aren’t much more specific.

Now that practically everyone uses the word, calling yourself a leader makes you a

follower; worse, it bores your reader to tears. Your copy needs to tell your reader why

your company and products are different and better, and it can’t do this using the same

words everyone else uses. Try to describe your company in a truly original way, using

the word “you” if possible. Then you’ll be leading in the truest sense of the word.

Write a Complete Call to Action

There’s a rumor out there that your call to action can be as simple as your phone

number and Web address placed under your logo. The rumor is false. To get any

response at all from your copy, your call to action must accomplish three things:

It has to recapitulate the primary benefit of your product or your offer.

See for yourself how MultiLube can add years to the life of your car.

It has to tell your reader exactly how and when to respond. Call 1-800-

123-4567 TODAY for more information.

It should offer your reader an incentive for responding. An expert

mechanic will answer all your questions. Or even better, The first 30

callers will get a FREE one-quart sample — a $79.95 value.

Omit one of these components and your response potential drops dramatically. Leave

just a phone number, and you’ll be lucky to get a single call.

Next time, write it right, right from the start. Making any of these changes will improve

your copy — the more of them you make, the more dramatic the improvement.

But last-day fixes are no substitute for doing it right the first time. When you start with

a solid command of the basics — and the preceding ten tips represent the very basics —

Towards a Good Read

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