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raphics should be kept simple, but don't be afraid to use
subheads to break up the copy. A few words capitalized or in a
larger or darker print help the reader identify the information, and
make it easier to read.
Keep enough white space to encourage reading, but fill the pages to
make the subscriber feel the newsletter fulfills its promises.
WHAT TO INCLUDE
Consider a copy format that is divided by types of information. For
example, you can have a section labeled profiles, another on
upcoming events. Perhaps you have a calendar of shows, conventions,
or seminars that would concern readers.
There might be sections on various industry policies or unwritten
rules. Past events and history are always good fillers. And don't
forget humor. Although your newsletter is serious, potent
information, no field of endeavor is without its light side.
Don't lock yourself into a format you can't always fulfill. Rather,
have these sections available for you to use or not as each issue is
written.
And always include subscription information. Your own newsletter is
the best way to sell more.
FINDING THE FACTS
Your first few issues won't lack for information, because you
already have pages of information to publish. But after that, you'll
need renewable sources of copy.
What's new in the industry? Your associates and colleagues are the
prime source of undercurrents in the field you write about. Renew
and make new contacts - they'll be invaluable for getting
information. Are there any correspondents you can use in other parts
of the country to give you facts? Perhaps you can work out a
financial arrangement with an insider for important information you
want to include.
Interviews are important ways to get vital information. If you
can't contact the people in the high places, such as presidents or
directors, their assistants can be just as - if not more than -
valuable in acquiring information.
New trends are found by talking to the workers, or the
participants. An employee might describe the wonders of a new
machine; an athlete may praise some new equipment. And you don't
have to travel to see these people. A good phone voice can unlock
many d oors.
Don't overlook the obvious - public relations people have a lot of
information to disperse. Creating a good rapport with a p.r. person
can get you constant timely advice and specialized information.
Talk to people who have nothing to hide. Secretaries often know
more details than their bosses. And they usually aren't told to keep
projects secret. What they know can fill pages of newsletters.
Follow up on the articles presented in the trade publications. You
might be able to use some more in-depth aspects of the same topics
they publish. Can you talk to the people they interview? Perhaps you
can critique some controversial subject and get som eone to present
an opposite opinion.
The newsletter is a personal forum. That means that you are welcome
to give your personal comments and opinions on anything. However,
they can't be egotistical or narrow minded, or you'll lose
subscribers.
Trade shows and conventions are your gold. Every person who
displays or attends the show is interested in the subject. You could
virtually interview everyone and get a complete overview of the
industry.
If you are working with a sports topic, meets and events are the
pla
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