A Little Friendly Advice from Bloggers to Newsletter Editors

When writing your newsletter, it’s easy to slip into a just-the-facts-ma’am mentality. But Nick Usborne says there’s a good way to avoid that nap-inducing tone: Think like a blogger. Why? The best newsletters have a lot in common with the best blogs.

They engage readers on a personal level. You probably visit your favorite blog because you like the writer as much as the content. Elizabeth Spiers, editor of the Manhattan- centric blog Gawker.com, became a must-read by plying a Dorothy Parker-like wit to present commonly available information. Make your newsletter as indispensable with a healthy dose of personality.

They deliver timely information. Blogs operate in the present, and so should your newsletter. Deliver information in such a way that your readers will feel uninformed if they miss an issue.

They feature outbound links. Well-developed blogs feature something called a blogroll—links to other blogs and favorite sites. Instead of functioning as an online dead end, your newsletter can be a source of ongoing exploration for readers. (Be sure to include plenty of external links; it’s no fun if everything leads to your Web site.)

They invite interaction. Though a newsletter’s format doesn’t allow blog-style comments, you can interact with readers through contests, surveys and questionnaires.

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