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The humble newsletter can be a persuasive and cost-effective tool for selling products and services, building relationships with customers and staff, and reaching a much wider audience.

For those who find themselves having to write newsletter content, even when this is not part of your core role, here are six hot tips. They apply to every story in your newsletter.

1. Think about your audience first

Most people are so focused on getting their thoughts down that they forget to consider what the audience wants to hear. Your goal may be to sell more products or services, for example, but your reader will be looking for solutions to problems.

If the purpose of the piece is to sell something, try to describe what the reader is going to gain – not what you are going to give them.

Instead of announcing that, “Our new widget will greatly reduce the time you spend on your next project,” you could say, “If you’ve ever muttered that you need more time in the working day our new widget is here to provide it.”

2. Figure out what you want

How do you want readers to respond to your newsletter? Do you want them to call your team, attend an event or remember an important date?

Be clear about what you want to happen next. Spell it out.

3. Hone the message

Your newsletter doesn’t need to contain lots of content to be effective. Short and sweet is usually best, particularly if the newsletter is delivered online.

Also consider what writing style you are going to use and apply it consistently. Will the tone be serious, chatty or humorous? Will the language be formal or colloquial?

Remember that simple words are usually easier to digest than fancy ones. Short sentences are also easier to understand than long ones.

Always review your writing to remove any excess words and waffly passages. Choose expressive verbs to make your point. And avoid cliches.

4. Stories say more

One of our clients includes interviews with different staff around their organisation in each issue of their newsletter. By inviting these people to tell their stories they become part of the wider company story and more approachable to the customer.

Stories let your personality shine through, and readers will become more engaged with your message if they know you better.

5. Keep it real

Too many newsletters don’t really say anything. Make sure your stories contain news that readers want to hear.

Keep your news fresh, interesting and to the point. Offer more analysis and insight if that’s appropriate. Teach your readers things they can apply to their own situations.

6. Check it one last time

Ask at least one other person to read your content before you circulate it. Get them to check that your meaning is clear, your words are free of error and no-one could be offended by any of your comments.

Follow these tips to give your audience a reason to keep coming back for more – and to forward your newsletter to a friend.