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�'.�(1� � � �'; � J� � J'.,i,r . �AC� nz • S'!'AR'fRiBt7NE * E�ERYBODY'S BUSINESS Make your � newsletter worth readers' while I( I we[e' asked to judge the etfectiveness of a random sample of newsletters. I would begin by sorting them into four categories: slick and interesting; slick but ircele- vant; amateurish but intcrest- tng, and amateurish and irrel• evant. My criteria would be a�k pearance, relevance to the in- tended audience and quality of the writing. The initial determination between slick and amateur- ish, based primarily on �p- pearance, would be simple: 1)o the graphics, layout, visu- al variety, ete., make the pub- lication visually appealing? The next step, assessing [E;�CYdI1Cf � the intended au- dienee, also would be easy. I would begin not by read- ing the text, but by skimming �� headlines to see what pro- portion of the articles pro- moted the organization (ma- terial relating to reputation, history, internal matters, etc.). and what proportion appealed directly to the read- ers' interests and concerns (advice. information IC sources, �«:•) �p other- words, I would ask, does thC newsletter focus on itself or on the reader? To the creators of the inward- looking or self-absorbed pub- lications, I would say, take a lesson from good conversa- tionalists: It's not about you. It's about what is interesting or useful to your audience. [�inally, 1 would assess the quality of the writing in three areas: content, style and COC- rcctness. If you were a writer or edi- tor involved with producing one of these newsletters and you wanted to score well in these areas, you would have ;fl do the following: � Know what matters to your audlence. In choosing a topic, ask yourself what your readers v<ilue. What are their concerns? WhaYs on their minds? I{OW will your infor- mation or the service you are offering beneft them? $� Wrlte a lead that cap- EFFEC1iuE WRITING ,Stephen Gt'ilbers man detail. Move beyond the general to the particular. The right detail can make a story. Rather than "Prolonged drought causes many families to lose their farxns," write `Because his alfalfa crop was killed by last summer's drought, John MacDonald of Becker County has no seed for planting tMs spring." y»� Avoid newsletter CII- ehes. Use the same natural, conversational word choice you would use in a letter to a colleague. Rather than "Prior � hiS arrival at OUi firm, John Smith had the opportunity to serve as a publicist for Reli- able Service Inc.," write, "Be- fore coming to our firm, John Smith warked as a publicist for Reliable Service Inc." } Avoid language errors. E�.rrors in grammar (such as non-agreement between sub- jects and verbs, as in "Our network of resources are im- pressive'�, usage (incorrect word choice, such as ef j'ect for aff¢Ct, as in "How will tltis ef- fect morale?`� and punebxa- tion (such as unnecessary apostrophes in plural words, as in "We have the solu- tion's'� undermine credibil- ity. � Check for accuracy. Makc certain that your facts and flg�CCS are correct. Take special� care with numbers, dates, addresses and the spelling of names. Note that these foiir cate- gories, three criteria and six points of advice apply not only to newsletters but also to Web pages, which often per- foixn the same funetions as their paper counterparts. So if you or your company produces a newsletter or maintains a Web page, how does it measure up? -- Minneapolis consaltant tures your reader's attention. Stephen Wilbers O�BTS train- 11o.�xi.�..iuiih.kh�n..��n�ic��a..l........thn ..i..x....n. r.n..iww.innrr ii� oi..Ff'n�fiva ........i