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Illinois' Voice on Mental Illness - NAMI Illinois


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Designing Newsletters that Audiences Will Read

Why Write a Newsletter?

You're too busy and you don't have the right software.  You're not a writer and you can't design anything either.  so why write a newsletter?

Good question!  In fact, it's the perfect, first question.  When should you decide to write a newsletter?  What is a newsletter for?  And, the toughest question of all:  what makes a newsletter good, anyway?

Consider using a newsletter to help you when

you want to build a "group" feeling among your members

you want to inform your members of current legislative issues

you want to keep your members informed about information on current medications and treatments

you want to notify your members about meetings, elections, educational programs, conferences, seminars, etc.

you want to build awareness of specific issues and activities

What's a newsletter for?

sharing information

building and showcasing programs

showing gratitude

providing information that helps members meet goals

Who Reads Your Newsletter and Why?

Everybody is busy these days.  Who needs another long and boring publication to wade through?  A reader will love your newsletter if it delivers the information that he or she is looking for - information about events, special thanks that highlight their name in print, trends in medications and treatments. . .the list is endless.

The trick is to give them what they want in the form they want it in.  How do you do that?  By developing a goal statement for your newsletter.  Here's what to include in our one-sentence statement.

  1. who you are going to include on your mailing list

  2. what you will be giving them that they need

  3. how often

  4. in what format

  5. for what purpose

From your goal statement, you can pull a few words out to place under the name of the newsletter, to help your audience identify its value. 

A goal statement is important.  It helps you define the content and the reason for your newsletter.  It gives you a way to measure your success later.

Clean Up Your Writing

KISS Rules! That's Keep It simple, Silly!  Write with your reader in mind.  If you have a story, tell it.

Use active verbs.  that means minimizing sentences that use "is, are, was, were.." and substituting vivid, active verbs that sparkle and snap.

Vary the length and structure of the sentences you use.  Changing sentence length and structure moves the writing along with the reader firmly attached.

Minimize use of the passive voice. "The event is scheduled to be,"

Eliminate jargon and unnecessary "academic" style.  Strive toward using words that your audience will understand. 

Say what you mean in as few words as you need to state your meaning clearly.

Fonts of Wisdom

Type in different sizes, forms, or faces helps readers find their way through your newsletter.  Type becomes the visual structure of the newsletter and when used properly is a powerful editorial tool.

Type should be easy to read, not distract from the message, and guide readers from top to bottom.  Type that is easy to read meets three conditions.

  1. The reader's eye moves smoothly along the individual lines of type.

  2. The readers' eye must be able to move easily from line to line.

  3. Individual letters and words must be easy to recognize.

Type can be too large or small, to bold or light, or too decorative to use for large blocks of copy.  Capital letters and italic type should never be over used but used instead to emphasize certain words or phrases.  Lines of type can be too long, causing the reader to become lost in the middle of the copy. 

The following guidelines help you select the best face for your newsletter and make the best use of the type.

Serif type faces have a more traditional appeal.

Don't use too many different fonts in one newsletter.  Too many fonts make for a messy and hard-to-read jumble.

the body copy of your newsletter is best set in a type size of 10, 11, or 12 point type. 

Type can be used in light, medium, or bold weights.  Bold face type can be used to emphasize certain words or phrases but may be difficult to read in a large block.  The same is true for italic type. 

If newsletter line lengths are too long, the reader may loose their way.  If the newsletter layout is one column, use shorter line lengths and more space between lines and paragraphs.  A two-or three-column page will have shorter lines but contain more readable type.

Space between lines is called leading.  Too much space between lines of type makes it difficult for a reader to move smoothly from line to line, to little and the type runs together.  The best leading is about two leads more than the type size.

Space between words should be uniform throughout the newsletter.  Although a justified column of type looks more formal and appealing, the spacing between words is increased to create the justified column on some lines.

A flush left, ragged right column of type is easier to read and should be used in most cases.

When considering the use of color in your newsletter remember that the most readable combination is black ink on white paper.  If you use color in the newsletter consider highlighting the artwork, headlines, or other symbols, but not the body of type.

Remember, typography is one of the most important considerations when planning a newsletter.

Deliver your message.  Make your newsletter's font clear and easy to read.

How Do You Spell Success?

Take care of your mailing list - whether it's an electronic or snail-mail list.  A current mailing list is the heart of any good newsletter.

Build in regular feedback features.  For example, now and then include notice of, or any order form for, a publication of a meeting.

Run contests.  Simple contests, quizzes, or any device to promote interactivity will help you gauge how well your newsletter is received and used. 

 

Need more help?  Call the NAMI Illinois State Office at 800-346-4572.