Taking the fear out of creating a newsletter

Many of my clients over the years have understood the need to keep in touch with, and add value for, their clients and customers — yet the thought of starting a newsletter stops them taking the step. Here's a step‑by‑step guide to preparing your own. Follow each step now, and by the end you'll be relieved to know you can have your own newsletter, and it won't be that hard.

Step 1 — brainstorming session

Get together with the key people in your business, organisation or group — and if it's just you, that's perfectly okay. Hold a brainstorm of all the different topics you might like to talk about with your clients and customers.

• Do this true brainstorming style — use a whiteboard or big sheet of paper and write up every idea that comes. Don't judge ideas in the moment; just write them down.
• If you have a few people, or you're struggling to start, “lead the witness” by considering these areas:
  • new products / services
  • revisions of existing products / services
  • complementary products / services
  • special staff skills
  • foundational industry knowledge
  • what knowledge would make it easier to deal with you?
  • holiday themes
  • date / event‑specific information

Step 2 — rationalise and prioritise the list

Now choose the right people (or just yourself) to go through the list from Step 1. Weed out the topics you don't think would be exciting or useful for your audience.

Next, create two groups: topics that can be written about now, and those that need further research (mark these with a special colour so they're easy to identify later). Take the “now” topics and put them in a logical sequence — there may or may not be one, but it's worth considering, as it helps you introduce each newsletter to your readers.

On your whiteboard or paper, write out the quarters / months / weeks in which you'd like to send. Slot in any topics that are dependent on a particular date or time of year, whether they're ready now or not. This is also a good time to decide how many topics to include per issue — some newsletters lead with one main theme plus a few supporting tidbits; others include a range. Then slot your topics into the available slots, starting with the “now” sequence, followed by the topics needing research. Voilà — there's your plan.

Step 3 — assign writing responsibilities

Beside each topic in your timescale, add the name of who will write it. Spread the load where you can — you might re‑order topics slightly to stagger the writing. If you're the primary person responsible, don't assume you can't get others — even external people — to write something occasionally. It's a great networking exercise and, done well, can add much to your relationships. Finally, diarise writing each topic for a few weeks before it's required.

Step 4 — make it easy to gather your research

For each topic that needs research — or even those you could write now but that aren't coming up for a while — create a physical box or folder and an email folder. Whenever a related piece of information arrives, drop a copy into the appropriate folder. If you're doing all the writing, enlist family, friends or colleagues to help gather information for the topics in your folders. When your diary reminds you about the next topic, it's just a matter of going to your folders, and you're away.

I've practised this process myself, and found that it:

• made me realise how much I had to write about — taking away the fear of the newsletter's demands;
• helped me be well prepared when the time came to write about a particular topic.

I also found I thought of other topics, and moved things around from my initial plan — but that was good too. I'd love to hear from you if this guide has helped with your newsletter plans.

July 2007