Essay Online

Writing and publishing a newsletter is one of the most satisfying ways to promote your business, get involved in your community, or exercise those creative muscles. Imagine it: you at the helm of your very own publication, organizing the content, calling all the shots. Sounds great, right?

It is great, but be forewarned: writing and publishing a newsletter takes a lot of work. You need to coordinate many things. Producing a newsletter can overwhelm even the most seasoned writers and business professionals. The following tips will help you organize and get your first issue out without problems.

PLAN THE FORMAT

You need to decide the format of your newsletter. How many pages will it be? How often will you publish it? Will you use spiral binding, perfect binding or simple staples? Will you accept ads; if so, how many? Will you publish your newsletter in full-color or black ink on white paper?

Typically, smaller newsletters run less than 20 pages with the text divided into four columns per page (except for headlines, pictures and ads, of course); they’re usually one or four color, printed on both sides, and stapled. This is the most cost-effective way to produce a newsletter, but don’t be afraid to get creative! There are no set rules for newsletter formatting; as long as it’s readable, you’ve got little limitation.

PLAN THE CONTENT

Ah, the good part. Written content is the meat of your newsletter, so take time to plan it carefully. Will you report mainly news or include feature articles as well? Will the content be thematic or will you divide content into departments? What about advice columns or other regular material? There are no steadfast rules here, so get as creative as you want. Always make sure to include timely, interesting pieces. This will keep your readers engaged; the term “newsletter,” after all, does indicate some devotion to news.

UNDERSTAND YOUR AUDIENCE

Your core readership and their interests will dictate your content and writing style. Take some time to think about your target demographic. How old are they? What is their income level? Where do they live? Do they have kids? What are their main interests? Then, glance at some publications with the same general demographic. Take a cue from their content and writing style. Really consider what your readers want to read, what you’d want to read if you were them. If you’re not catering to your audience, you’ll have no audience at all.

SEEK HELP

Sure, you may harbor grand dreams of producing every part of your newsletter all by yourself, but let’s face it: that’s a whole lot of work for just one person. Strongly consider getting others involved. Many writers, editors and designers are willing to help in exchange for, say, ad space or a byline. You can even ask for submissions in your first issue; just be sure that every piece you approve fits your newsletter’s style.

A good news release consists of a short introduction. Journalists call this an ‘intro’. This should total perhaps no more than 25 words. Bear in mind that your text needs to answer the ‘six salient questions’: Who, What, Where, When, Why and How? Your intro will cover most but not necessarily all of them. Keep your article short and simple (Kiss). Remember, news is something new and unusual (see Galtung and Ruge, ‘News Values’ in Wikipedia).

The second sentence or ‘lock-in’ builds on the news in the intro. By paragraph three you will probably use the best or ‘killer’ quote from the main source for your story. Always attribute a quote to somebody.

1. A news item should be in a readable font size, usually 12 point Arial or Times Roman and double-spaced.

2. The article should be given a unique keyword to identify it. This is called a ‘catchline’. For example, an article about a poisonous snake sent, undetected in the post, might be catchlined “snake” and each page of the news release then numbered Snake…1, Snake…2 etc. This information is placed in the top right-hand corner of every page.

Do not use: 1. A subject’s name, i.e. Blair, because, if they are famous, there could be lots of stories about them in one day, or the name could be confused for that of a fellow journalist. Or, a word so general, like health, that there might be many stories on the subject similarly catchlined. A good catchline will ensure that every page of your news release can be easily identified in a busy media office.

3. The by-line, the journalist’s first name and surname, should appear at the top left of the page.

4. Between the byline and catchline should be placed the date on which the article was written. This information helps the editor to judge whether an update will be necessary, especially if the article is a time-sensitive news story.

5. Your text should have a simple headine of perhaps no more than three words above the intro, telling the reader what the article is about. Try not to attempt a catchy tabloid-style headline. Sub-editors jealously guard their job as the headline writer.

6. At the bottom of each page, to tell the reader that there is more copy to come, put MORE FOLLOWS, More or just MF (centred).

7. To tell the editor that the article is complete put the word End or ENDS on the last page.

8. Don’t forget to include your full contact details on the first or last page.

Importance of Presentation

Proofread, proofread and proofread. Check the spelling; don’t rely solely on spell check. There are some words that are spelled correctly that are not the word you meant to put in the sentence.

Check the grammar. Again, the word processor’s grammar checker is good to a point, Use the word processing software as your helper but remember that you are the final judge of accuracy. For each news release draft, no matter how small, create a word processing document, name and save it on a disk, memory stick or on the hard drive so you can easily get back to it later. Keep a printed ‘hard copy’ in a safe place.

Writing style and completeness

You are expected to write clearly and concisely - using complete sentences that flow logically from thought to thought.

Assume that your reader has not read the materials on which you are reporting. Explain the issue to your reader as if she or he knows absolutely nothing about the subject. Don’t assume that your reader has an understanding of jargon or terminology or that he or she knows about the products, services or personnel of the organisation for which you work.

Sources

Since you are not necessarily an expert on the subject about which you are writing, it is essential that you source the information provided. Even if you are just using facts from a document or webs site, cite the paper, book or internet source. This will give your writing credibility and authority. If you don’t source, it will look like you’re trying to claim the information as your own creation. You don’t want to be accused of plagiarism.

Be objective.

Try not to use “the first person” (I or we). Carefully put together an outline before you begin writing.

Bullets and short paragraphs

Break the material into short paragraphs; using bullet points if necessary. Even with bullet points, use complete sentences and be meticulous with grammar and punctuation. Don’t rely on the computer to correct all your errors. If you use bullet statements, be consistent.

In many cases, the best use of bullet points is to make each statement a complete sentence with a capital letter at the beginning and a full stop at the end.

In some cases, however, you may want to use a “lead-in” sentence opener. Make each bullet statement complete the sentence from the lead-in opener. And be consistent.

When using bullet statements, it is usually best to single space within the bulleted statements and double space before and after the statements begin.

Use Positive Tone

Write in a positive and lay-person’s style. Your objective should be not to unnecessarily offend anyone who might potentially read what you have written on behalf of your organisation. While every issue you write about won’t necessarily be completely upbeat and enthusiastic, each can achieve a proactive note.

Be conversational

Make your writing sound conversational. Take care to avoid sounding stuffy, stiff, or uncomfortable. Don’t use slang or inappropriate language. Connect with the reader in the same conversational style that you would if you were in the same room with him or her having a conversation. So, don’t use jargon.

Take time

To achieve the best, most positive tone for your news release; you must take your time when writing. You can’t be in a big hurry. This is particularly important as you develop your writing skills early on.

Proofread again to spot typographical and formatting errors. Read the text out loud to make sure it sounds right.

Use your own words

Please do not get in the habit of reading printed text and online information and just doing a “copy and paste” into your news release.

The highest form of successful writing is learning from what you’ve read, summarising it in your own words and reporting what you’ve learned. Practice. It is very important that you develop your own style of writing. When you use someone else’s words, it sounds like someone else wrote it.

Put the full name and phone number (including out of hours mobile) in the contact details at the end of the news release. Additional factual information can be provided in a Note to Editors after the contact details.

This might include biographical facts and a short chronology of relevant events. For ideas about news releases, have a look at examples of them on the websites of local councils and the government news network (.gnn.gov.uk)

Most people tend to dismiss what they’re good at. Part of it is that you become so accustomed to having whatever skill you have that you cease to notice it. Sometimes it is out of a sense of false humility. But every single person has innate talents and gifts that enrich people’s lives&ndashAND provide a source of income for you.

How can you discover what your true talents are? Let me give you a hint. Where your passion is, you will find many of your natural abilities that you probably take for granted.

But it’s more than passion. It’s profit. Thousands of people have harnessed the unbelievable power of their natural talents to not only enrich others, but literally enrich themselves financially.

Here are some questions to consider. Answer these and you will have the core for a profitable business.

1. Define your ideal client.

2. Who are the people you have been working with if you are already in business? What have you liked or disliked about them? Are there any common denominators?

3. What kinds of people could ideally benefit from your knowledge?

4. If you had all the money in the world, what would you be doing?

5. Interview three people you most respect (friends and family members) and ask them what they see you doing? What are your strengths from their standpoint?

6. What have you always been good at?

7. What did you dream of doing as a child?

8. What needs/values do you care about most?

9. Whom do you admire most?

10. What makes you most fulfilled?

11. What do you love to do the most? What are you passionately against?

12. What have you felt called to do?

13. What legacy do you want to leave for your children and grandchildren? What do you want to be remembered for most?

14. Analyze your ‘competition’ and find out all about them. This will give you ideas as to your niche and how you can brand yourself.

15. Remember that you want to make sure your target market has money.

Two On-going Exercises

Produce your own personal inventory. This inventory should be focused on the following:

1. What you know…focus on the attitudes, knowledge and skills

2. Experiences you’ve had

3. Training you have had

4. Destinations that you have been to

5. Titles that you have earned

Create a list of several hundred, even thousands, of descriptors. Note: you will have to keep pen and a pad of paper on you at all times as you will realize all the talents you do have!

Now create a list of “What You Are”:

Record a description of yourself. For example, I am a man, father, husband, basketball player, a lover of pizza, wings and Indian food, slightly bald, a resident of Sarnia, have four degrees, play the piano, traveler, speaker, author and creator of the entrepreneurial authoring system etc.

Keep in mind that you want to make sure of two items: 1. the market you are targeting has tremendous wants and desires and 2. the market has money to spend&ndashin other words, it is hungry for your information.

Spend some time journaling for a couple of hours. Let it all hang out. Write as quickly as you can and get in touch with the real you.

Narrow business possibilities to two or three. You can do this by playing the devil’s advocate with each of your ideas. Provide as many reasons as you can why you shouldn’t go with an idea. Now check by completing a focused target market key word analysis on your top two or three ideas.

My three best methods of creating a book and building an online business is three fold: 1. analyze the key words that my target market is using to define their problems; 2. analyze my competition to see how they view problems and what solutions they are offering; and 3. talk directly to my target market about their negative perception of people doing similar business to me.

In doing the above, you will gain a much better grasp at the gap(s) that exist in the market place and you will gain a competitive advantage as you seek to fill this gap.

Put these exercises to work for you and enrich your life and your pocketbook.

Business is about influence, or “leverage.” Your book that you will author is a tool to leverage your credibility. And the first step in preparing your mind for success is to see yourself as an expert. Another way of looking at this is that you must sell yourself first to your dream of the possibility of becoming a best selling author.

So there are really two sales that must take place: the first sale is the one you make to yourself. The second sale is the one that actually produces money for you when members of your target audience complete the transaction with you.

To master the sale to yourself it is imperative that you write your own book. No ghost writer. You want your voice to come out strong and clear. One of the concepts we will discuss is your UPP which stands for your Unique Personal Proposition&ndashwhich means your unique story. There is nobody better to get your message out then you! No one else has your story. Remember that the main reason people come to the Internet is to solve problems.

The purchasers of your book want your guidance. So you are paid to provide solutions to the problems that keep people up at night.

Creating Ideas

Here is how you create ideas: Complete a five minute exercise where you put your core concept in the center of a piece of paper and list as many ideas that are related to what you want to do. The key is to write everything down and do not pre-judge anything. This is the creative phase. You want to write as quickly as you can. Do not reflect at all on your ideas. The personal reflection comes in the next phase.

The key to brainstorming is recording all your ideas. This allows your subconscious to find relationships among them. There are three relationships that your mind will look at when analyzing your ideas. The great philosopher Socrates first espoused this concept 300 years before the time of Christ.

This process involves analyzing a) the similarity of your ideas (What is this concept like?); and b) The contiguity of your ideas (How are the ideas related to each other); and then c) the contrast of your ideas (How the ideas are different).

The ideas you create should all be involved in solving your target market’s problems. To bring this home on how this should guide the writing of your book, the late and great G.K. Chesterton summarized the importance of analyzing problems first when he stated that the focus should not be on your book, but on understanding and magnifying your target market’s problems first.

Your focus is not on you or what you think people need, but on the people&ndashyour target audience&ndashand what they tell you they need.

This begins with understanding the difference between empathy versus sympathy. As an author, you must empathize with your target market. Empathy goes one step further than sympathy. Though the difference is essentially one of focus. Sympathy is the ability of showing how sorry you are that one person is going thru a painful situation. Empathy focuses on providing solutions for your target market. And the solutions that you provide should communicate the desired attitudes (what should I think) and the specific skills that are required to move to the desired end point (How do I get what I want and why should I do it a certain way and how do I implement an overall strategy in my life to make it happen).

Implementation is a key reason why information is the enemy to ultimate success. Information alone is passive as it fails to contextualize content. There is no implementation or ACTION if all you have is information. It is all content and no context.

The Author’s Mindset

The first principle is preparation. Authoring your best seller is no different than preparing to participate in an athletic event. You don’t just show up on game day without putting your body through immense preparations. The key to authoring a best selling book is to prepare before you start writing.

Here are the steps in preparation as we see it: there must be order in your life. Order begins in your mind, and then it must be channeled with a concrete game plan. Your success must acknowledge the need for patience, endurance and the ability to act in the face of fear and failure. Success does not come easily. You pay the price every step of the way.

The first step in preparation is to acknowledge your dream.

But what good is a dream if it stays in your head? You must give your dream legs. Thus, the second step is to take action on your dream of authoring your book. Don’t wait for life to slow down, because you know it won’t. Start making your dream of authoring a book a reality today.