Writing Your Own Newsletter

As many of you already know, newsletters are a great way to communicate with your clients or potential homebuyers and sellers. They provide a valuable source of information while simultaneously advertising your brand and giving you insight into the interests of your prospects. For those who regularly write newsletters, or for those considering it, there are several best practices for making your newsletter work for you.

1. Keep it relevant.

   Who is your target market? Whatever you write about, it needs to appeal to your demographic. In addition to the obvious tips and checklists for relocation, be sure to also consider your niche, if applicable. If you specialize in selling condo's to retiree's, news and updates on local recreational facilities, such as golf, may be appreciated, as well as directories of senior transportation and events in your area. First time home buyers might appreciate home improvement information for their new "fixer-uppers". Articles covering recipes and holiday decorating are usually relevant to everyone.

2. Short is sweet

   Your clients need to be able to skim the content of your newsletter quickly and be able to gain an understanding of the information presented. Unlike settling down with a novel, newsletters are often read at a computer or while sorting through mail, and the recipient has other things on their mind. Writing short summaries, or "snag lines", can help provide a quick overview of the contents available without requiring a lot of effort by the reader.

3. Make it pretty.

   Compelling pictures catch attention and encourage readers to spend more time with your newsletter. Don't forget to place your brand or photo in a prominent area, and also clearly display your contact information. Images that relate to your core topics can also help to focus reader's attention on your message. If you are lacking in photos or illustrations, consider using stock photography agencies such as Corbis,Comstock, or PhotoDisc. If you buy stock photography, remember to purchase only royalty-free images unless you want to pay costly annual royalty charges based on your newsletter distribution size!

4. Keep it timely.

   Offering news is a great way to spark interest in your newsletter, but be sure that the information offered isn't yesterday's news. Information is more ubiquitous than ever before, and your reader is most probably bombarded with various news sources, from television to radio to the internet. Offering information they read about last week only makes you look out of the loop. If you can't guarantee that your news articles are cutting edge current, or at least provide an interesting newtwist on an old topic, leave it out of your newsletter.

5. Subscribers must have control.

   With the emergence of new spam laws, those distributing email newsletters need to keep in mind that it is illegal in some states, including California, to email an individual without them giving you their email address first. Purchasing an email listing from a marketing firm and then emailing those included is now regarded as spam, and recipients may take legal action against you, no matter how well intentioned you are. To obtain email addresses, be sure to ask for it on all of your online forms, surveys, open house literature, and any other information piece you may request from your clients or potential clients. There must also be a method available for the recipient to be able to contact you to unsubscribe, or have their name removed from your distribution list. Showing respect for your clients privacy will go a long way in developing the trusting relationships you desire.

6. Track and record results.

   This tip pertains more heavily to those using email newsletter programs, which allow you to track click-through on various links. Knowing what your clients are clicking on can help you to better establish their interests and in turn better provide them with the information they need.

In closing, remember that your newsletter should reflect your personal style as well. The ultimate point is to establish a relationship with the reader, and part of that is conveying some of yourself in your writing. If you tend to be light-hearted and enjoy people, let that show. It doesn't have to be overly serious to maintain a level of sincerity and professionalism. Just like you.