Newsletter Notes For Direct Sales Leaders (Part 3)
Things You Shouldn’t Do With Your Newsletter
Don’t Do This:
- Overwhelm the reader with long passages of text.
- Change the style or format of the newsletter every month.
- Let the scope of the newsletter creep into something else.
- Fall for the temptation to use the newsletter for “soapbox issues.”
- Go crazy with too many different colors, fonts, etc.
Avoid Making These Newsletter Mistakes:
1. Don’ overwhelm the reader with long passages of text.
Either say it with a picture or break up the text with highlights, spotlights, lists, or better yet, just summarize the take-home points and provide a link to a longer version to click through.
2. Don’t change the style or format of the letter every month.
Once you get a template made up for your newsletter, try to stick to it. Keep the recognition in the same area each month. That way people get used to it and can easily find what they’re looking for. That is going to be different for each person. Don’t make them hunt for it every month. Know how it feels when you go to your regular grocery store and they’ve rearranged all the aisle? That’s not what you want to accomplish.
3. Don’t let the scope of your newsletter creep into something else.
If you start out with recognition, and a few bullet-point tips/tricks, and a few pertinent pictures (of C&C meetings, sales ideas, etc.) and maybe a reminder or two regarding incentives, keep it to that! You can use other targeted emails for training (DO use your newsletter to let the team know those emails are coming & to watch out for them!).
4. Don’t fall for the temptation to use it to get on a soapbox for a targeted issue.
Just don’t do it. Things like this should be handled in an email or on the Facebook group if absolutely necessary. But if the newsletter gets used for calling people out or talking about issues like that (everyone will know you’re really calling someone or a group out), then people will stop reading it and the power of the recognition is lost.
5. Don’t go “all crazy” with tons of different colors, different fonts, and all that.
Most color schemes call for 3 colors and then maybe an additional “pop” color. This helps differentiate things and makes it easier to read. And when you use that “pop” color, it REALLY brings that to attention. I’ve seen schemed that handle 5 or 7 colors well, too. But be intentional about it. If you’re just using color everywhere, the attention-drawing effect gets lost. The same thing is totally true of fonts. It’s nice to have a couple of different fonts for point and counterpoint. Make sure they’re legible, but distinct. But using a TON of fonts loses the effectiveness of “punch” and just makes the newsletter look haphazard.
If you’re having trouble thinking of ideas, here’s a good site to check out:
(These links are to a site that offers templates for sale, I’m not endorsing the site or the specific templates, thought they might be worth trying if you have InDesign. The links are provided more for inspiration and design comparison.)