The Appearance of Your Newsletter

From People Raising, William P. Dillion, 1993

Are the paragraphs short?
Use underlining to stop the eye.
Did you make use of white space?
Are the grammar and spelling correct?
Use dashes occasionally.
Did you use the active voice?
Use “you”—not “I.” For example, “You would have enjoyed seeing …”
Use black or very dark color for font.
Use charts, diagrams, pictures.
Keep overall visual appearance appealing. People do not read wall-to-wall writing.
Circles and slanted lines tend to distract a reader.
CAPITAL LETTERS ARE HARD TO READ AND GIVE THE FEELING OF SHOUTING! Underlining is more effective.
Although you want to establish a definite layout, look for ways to vary the format and design. Use different textures and materials, pictures, graphs, and drawings.
Create a feeling of warmth in a newsletter. Catch the reader’s attention by using good lead-in sentences. Talk about real people in a “you and me” style. Link paragraphs with connections: of course, however, you know, now, so you see. Keep to your point without long paragraphs.