In this high tech world, newsletters provide an opportunity for a personal touch.

Transcription

1 Ask yourself these questions to evaluate your newsletter Edward Jones Perspective Portfolio In this high tech world, newsletters provide an opportunity for a personal touch. Here are some questions to help you evaluate the effectiveness of a newsletter. As an assignment, answer each question with explanation. Yes or No is not enough. 1. Is it consistent from page to page and from issue to issue? Although each page focuses on financial issues and investment ideas, the topics truly change so much that ultimately the reader s mind has to do a 180 when going from page to page. 2. Are features easy to find (table of contents, page numbers, consistent placement of regular features)? The page numbers are found on the top outer corner of each page. The table of contents is located at the top of the front page, but is in very small print that can barely be seen. There really are not many regular features. Each page has its own special design, but this can play against the newsletter. 3. Is there an adequate variety of topic and article lengths? Do front page articles jump inside? There really is not a front page article, however there is a good amount of information on each topic covered. Each article has a considerable amount of content to benefit the reader. 4. Are there adequate points of entry for the reader (bullets, drop caps, lists, sidebars, quotes, etc.)? The articles given have a question and answer section that presents questions often asked by customers, and an answer section for those question. Each answer section has a strong answer with multiple sentences to really explain the reason behind the answer. There is also a true and false section, mostly designed to clear the air of claims that are true and false. The news letter also has

2 informational graphs with data given to customers to cover specific topics. This is helpful in presenting straightforward data on the topic. 5. Is the quality appropriate to the image you want to project (not too slick/not too grassroots)? The quality for the image being presented is questionable. The words in the article clash with the background and image designs. It is hard for the reader to go from page to page based on the color changes and difference in fonts on each page. 6. Is there one dominant visual element on each page? Each page has a lot of graphic design going on. The designs are different on each page, although this is cool for graphic design elements, it is hard on the eyes. This ultimately plays against the newsletter and is unappealing to the reader. 7. Does everything have a visual connection to something else on the page? The last thing this newsletter has is visual connection. There are multiple fonts in different colors on each page. Many of the pages have heavy amount of color at the top and then it fades towards the bottom. Each page is completely designed differently. The first two pages inside the newsletter do have the same design because the article is tow pages long, however this only occurs once. 8. Does the design adhere to the 5 basic design principles: balance, unity, rhythm or repetition, proportion, and contrast? The design does not adhere to any of the 5 basic design principles. There isn t any balance or unity as the newsletter is very inconsistent. The rhythm of each page does not flow, as the color schemes and print of each article is completely inconsistent. Due to these facts, there isn t any repetition throughout the entire newsletter. Everything is completely different. The proportion of material available to read is very high, as there is a lot of information on each page. Each page completely contrasts the other with its design, layout, and material.

3 9. Does it use good typography? There is plenty of typography available for all of the pages. Each page has a lot of typed information available for people to read. The articles on each page are very detailed and answer a lot of common questions asked by those who use the services provided. 10. Are headlines easy to read and clearly related to the article? Do they use action words and benefits? The headlines are very easy to read, they are very bold and stand out. Now, look at the newsletter design from the perspective of the new reader - someone seeing this newsletter for the first time. A. What is the purpose of the newsletter and who is the intended audience? The newsletter is designed to help those who need to find out how to organize their portfolio. It is also intended for those who are currently receiving financial and investment support with Edward Jones. The purpose and audience should be readily discerned simply by looking at the nameplate and perhaps the table of contents. Does the name of the newsletter or a subtitle tell the first time reader what to expect? The article title implies that this newsletter will help bring the reader s newsletter into focus. Although this sounds as though they want to help with the newsletter reader s portfolio, the sentence is ultimately unclear. Is this a topic that is likely to interest them? It may interest them, but will most likely be unappealing to them as a whole. Is this a newsletter meant for consumers scholars professionals kids? Is the primary purpose to inform entertain generate sales or promote a cause?

4 The primary cause is to inform the reader on ways to better their portfolio and help them with financial advise. Although the newsletter is full of quality information, its overall design may be unappealing to the reader. B. Who is sending this newsletter? Edward Jones Disclosure can lead to trust. Hiding your identity as the publisher could lead the reader to question the true motive behind this newsletter. Is there a masthead listing the staff company or organization and contact information? On the back of the newsletter is a local Edward Jones agent who can be contacted. C. What type of image does the newsletter reflect? The newsletter reflects the image of someone taking a photo, new designs, and lots of random colors. There really isn t an image that is given away in the newsletter. Now, are you ready to design a newsletter for your client? You know how much I love process, so here are the steps I found from professionals to follow to turn your newsletter concept into reality. Audience Who is the target audience? You may have already defined your ideal reader, but it helps to re-evaluate. How detailed can you get? More focus = greater chance for success. For example, if your business is a garden center, you might define your target audience as a home gardener. But get more specific! You might really be looking for --a female homeowner

5 --between years old --who is a vegetarian or vegetable-lover --who enjoys cooking. Your newsletter might then include recipes and focus specifically on kitchen gardens. List You hear realtors mention the phrase location, location, location. For newsletter publishers (and direct mail and providers) the mantra is list, list, list. Do you have an existing list? Or do you need to buy or rent one? Homegrown lists are almost always better, but there are dozens of companies that sell almost any type of list if you need one. (Sue s repeats with a frown.) Outside lists will range in price depending on the source, the number of names and the information included. You might consider purchasing specific zip codes from a subscriber list of a consumer gardening magazine. Look for lists with as much detail as possible. Theme What is the core content you d like to deliver, and the true purpose for your newsletter? Think carefully about your audience and the business goals that you need to accomplish. Good content can handle many different business tasks, and digital media makes it fairly simple for businesses. Design How will you use design to enhance your message? Create a newsletter design that reflects your company brand and image. Is it serious? Informative? Factual? Friendly? Entertaining? Humorous?

6 Design templates are easy to find (and customize) so you don t have to hire a graphic designer and create one from scratch. And you have InDesign! Don t forget the photos! Frequency How often would you like to publish your newsletter? A weekly newsletter requires substantial content, but it s a terrific way to communicate special promotions and keep in close contact with your buyers. If you re worried about that commitment, shoot for a monthly newsletter to start. Copyreading Who will copyreading and edit? It s important to be consistent with tone and style, so find dedicated people to handle each function on a regular basis. Delivery Are you going to use or regular mail for delivery? Most choose nowadays, but electronic overload is keeping direct mail from its predicted demise.