One of my favorite new television shows is Ugly Betty, a break-out hit that focuses on a main character whom society deems unattractive--at least on the outside. Everyday, Betty hurls herself into the world of Mode magazine, a cutting-edge fashion glossy bent on getting shots of the next hot designer’s clothing line line.
As a newsletter or ezine editor, your reality is far more wordy: you need fresh content to draw your readers just as Mode lures their fictional ones with pictures of fancy threads.
Freshen your next issue with one of the following types of articles:
How-to - Fill this type of article with easy-to-understand, step-by-step instructions illustrated by clear pictures. It’s like writing a mini-manual on how to do something so be sure your steps follow the proper order and that they make sense. And, while you don’t want to talk down to your reader, be sure to offer complete information. Too long for the newsletter? Link it back to your website.
Interviews – Pick a topic important to your readers and find out what the leading experts think. What trends do they foresee? What products or actions do they recommend? You can present this information either in a straight article or a question-and-answer piece.
Typically, the best way to conduct an interview is in person so that you can capture the nuances of a person’s speech and body language. Not possible? Telephone or email interviews can also be effective.
Profiles - Unlike interviews, these tend to be more straightforward, featuring the basic facts about a person, e.g. where they work, what their position is, how they’ve impacted a company. They usually include barebones personal information such as the person’s hobbies, marital status, and number of children, if applicable.
Lists> - Magazine covers scream the titles of this article type every month: “5 Ways To Spice Up Your Love Life;” “10 Ways To Make Your Teenager Talk To You”; “8 Ways to Get De-Stress In Traffic”.
Fillers - These short articles help “fill” your newsletter with fun content. Among the types you can use are:
- Recipes
- Jokes or riddles
- Triva
- Helpful Hints
- Heath
- Product or Book Reviews
- Quizzes
- Surveys & Polls
- Financial Tips
- Quotations
- Historical facts, sort of a “This Day In History”
Personal Experience - Show a person with a problem and reveal how they overcame it, perhaps with one of your products or services.
Adding variety to your publication doesn't have to be hard. Simply try one of the above types and add your own creative spin. Be sure to monitor reader feedback to see what snares your audience's attention.
