Newsletter Content – Does Anyone Read the Whole Thing?

We skim headlines, scan television channels with the remote, even skip to the next song on our music players.

So what makes us think that the audience reads every word of our newsletters? They won’t. You have to make the content compelling.

The best stories are personal stories. Don’t just regurgitate the information that is already available, for example on the Toastmasters International site; put your own spin on it. When I won the “Golden Quill Award” for the best club newsletter in Toastmasters District 4 (in Fall 2008 and again in Spring 2009), the award presenter commented that a primary reason for the award was that the newsletter was personalized for the club – it was written about the members, by the members.

Some story ideas to consider:

• Testimonials. Encourage members to share their experiences. One woman who was asked to “say a few words” at her engagement party credited her Table Topics impromptu speaking practice for her lack of nerves!
• Member accomplishments. Has a member gained an educational award? Were they honored at work or in their community? Have they recently used their speaking skills gained in Toastmasters to give a presentation or be interviewed for the local news?
• Club events. Are there upcoming contests or joint meetings with other clubs? Is there a meeting with a particular theme coming up, such as Halloween? Will a company executive be a guest speaker? And after the events, don’t forget to provide a recap!
• Educational tips and tricks. Some nuggets of information, for example tricks to overcome nervousness before speaking, help members improve, while also being entertaining.
• Reminders. Are dues – due? Do you want members to bring guests to a specific meeting or open house? Remind them in your newsletter!
• Photos! Everyone likes seeing themselves, their friends, co-workers, and club members in action – receiving an award, or chatting at a Club event.

While brief, there are additional basic elements that should be included in every issue:

• The Name. Every newsletter should have a name, even if it the same as the name of the organization. Brand the newsletter, and make sure that the header stays consistent, so that readers can recognize it – and anticipate it!
• The Organization. Which company or organization does the newsletter represent? Include a short statement about its product or purpose. Is this an international organization (such as Toastmasters International), or is the newsletter related to a single club?
• The Editor. Always include a way to contact the newsletter editor, including a subscribe/unsubscribe feature.
• The Contacts. The editor may or may not be the point of contact for the organization as a whole. If it is a Toastmasters club, is there a primary contact person for a potential guest or member? Who are the officers? Is there a Web site?
• The Location. What is the address of the organization or club? Are directions available? For a club, where does it meet? When? Are there exceptions (such as no meetings on Christmas Day or President’s Day)?

Most importantly, find your own voice – have fun and be creative, this is not a dissertation or technical paper!