This may sound crazy, but a simple newsletter refresh can make you feel like you do when you get a car wash. Your newly-washed car is all shiny and smelling nice and you feel like you just bought a new car.
1) Keep it smelling fresh. Artwork should not look stale. People can easily “sniff” out a company or organization that has not kept up with the times. Stale artwork quickly makes your company look dated and unsophisticated. That’ why it’s to keep the information on your company website current and publish regular monthly issues of a newsletter.
2) Keep it clean. The design should b e clean and uncluttered. Don’t muddy it up with clutter, clip art or too much text. Proper use of white small and a minimalist approach to the design will allow you to clean up an old newsletter.
3) Make it easy to create. Do not publish a newsletter unless you have a plan. This includes having a design template, photo and graphics library, selected paper stock, a contracted print vendor, an up-to-date distribution list—both for emailing and mailing. These elements should be dealt with before you delve into the world of publishing. Think ahead. Keep a list of ideas for future articles and even have content written ahead of time for quick drop-ins. This will make the job of developing a newsletter much easier.
4) Do it cost-effectively and “on the cheap.” The overhaul does not need to be elaborate, but it should be enough that people notice. You can use low-cost digital printing, especially if you need a short-run. Solicit advertisers to run ads in the newsletter to help decrease the cost. If you still don’t have it in the budget, try an online digital solution such as an e-newsletter or interactive iMag publication.
5) Shine up the details, like detailing your car. It’s in the details. Don’t overlook the simplest things such as proofreading, page numbers, photo quality, proper folding and the inclusion of a call-to-action with the company’s phone number and website.
Go ahead and make it sparkle. You’ll have a brand spanking new look for your newsletter. What are you waiting for?
Harlan West is the author of successfulcorporatecommunications.com and has been working as a creative director and design professional for more than 25 years and has designed and art directed hundred of publications for both print and online purposes.