I recently received a newsletter for a senior community and considering the cost involved; there were missed opportunities to merchandise the community.
Here are a few tips:
1. What do you want the newsletter to accomplish--it's primary purpose is to show lifestyle and offer a different content than what can be found on the website or in a brochure.
2. A newsletter is much more topical and should be more magazine-like with short articles and lots of pictures.
3. Using a floor plan in a newsletter isn't a good idea. The artwork is small and this is really what you want someone to learn when they visit the community. An article entitled "Our Best Seller" with an interior photograph would be much more effective; if the newsletter needs to include product.
4. Pictures should be large enough to be able to be seen without readers. Use pictures that compliment the subjects....we don't need to see legs or extraneous background.
5. Get permission to use pictures from residents and staff and identify subjects in photo cut lines. If someone reads their name; it will encourage them to send a copy to family and friends.
6. Consider an oversize format rather than typical 8 1/2 x 11. Alot of work goes into production and it may be worth the cost to be larger.
7. Make sure the copy is interesting rather than trite. Provide the reader information that they may not know about the community.
8. Use explanation points sparingly. Periods are sufficient and the copy should make the point.
9. Return coupons for information is old-fashioned and takes too much valuable real estate. People either will go to the Internet or telephone for information.
10. Interview several residents and include their profiles. People like to read about people and what motivated them to move to a community and how they spend their time. We like inspirational stories.
Newsletters either written or emailed offer great opportunities to paint the lifestyle. They are well worth the time and expense.
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