Article Guidelines for Writers

The first step in creating content for your newsletter is gathering information. If you’re lucky, your colleagues and business associates will contribute articles bursting with facts and information you can use. If you’re like most of us, though, you’ll be generating most of these articles yourself, and often with little experience or knowledge of the subject.

The following guidelines list some of the important questions you should ask when you talk to the experts in your company or industry. The answers to these questions should generate further questions and so on — until you’re confident you have enough information to write a clear, unbiased article.

Customer Profile

Who is the customer? (The company and our individual contact[s] within the company).
With whom does the customer interact at our company?
What does the customer like best about us/our company?
What is the history of our relationship with the customer?
What product or service do we provide?
What is the impact of this customer/provider relationship on both companies?
Quotes:
- From the customer about us.
- From our company about the customer.
To accompany the article, take a photo that best illustrates the mutual benefits of this business relationship.

Industry Information

What recent changes have been significant in our industry? (Check employee knowledge, trade and association magazines, and other news sources.)
Will these changes be reflected in our sector of business?
Will these changes require significant alterations in the way we currently conduct business? What is the estimated time line for implementation?
How will these changes affect our customers?
What benefits will be offered with these changes?

Industry Event

What, where, and when is the event?
Who is sponsoring the event?
How many attendees are expected?
What sector of business do attendees come from?
How are we involved in the event?
Why do we benefit from the event?
What other non-competing lectures or demonstrations would benefit our customers?
How does our involvement benefit our customers?
Are we offering “specials” for our customers? (Discounted admission, food events, hospitality suite, promotional items, etc.)
If the event has already occurred, obtain two quotes from participants or customers who attended.
If the event is upcoming, how can readers obtain more information?

Employee Profile

Who is the employee?
Length of service?
Department?
Responsibilities/job description?
What on-the-job activities make this employee special?
Include two quotes from co-workers or supervisors.
If appropriate, include family and personal information:
Married to____.
Children.
Grandchildren.
Pets.
Civic Involvement.
Hobbies.
Sports.
Awards.
In a quote from the employee, try to elicit comments about why the job is challenging or gratifying.
Take a photo of the employee that demonstrates vitality and interest in the job.

Change in Company Policy or Structure

What is the new policy or structure?
When does it go into effect?
Why/how did it take place?
What will the changes mean to employees? to customers? If there is a specific benefit to the employee or customer, what is it?
Offer a specific example about the change to demonstrate its operation.
To whom should questions be directed?

Message from the President (or Editor, Sales Manager, etc.)

What is the one-sentence theme of this message? (When written, you should be able to use this theme as the headline.)
Confine the message to a single subject.
Why should the reader care about the message?
What is the benefit of the information?
Is the message relevant to your product or industry?
If a problem or challenge is presented, is a solution also presented?
Is there a definitive “call to action” wrapping up the story?

Training Program

What is the subject of the training?
Who should attend?
When/where will the training be offered?
How long is the course?
What are the benefits of the training? Will it improve the attendee’s work, make life easier, or offer a competitive advantage?
What topics will be covered?
If offered to customers, why should they consider attending?
In addition to the training, what else is offered? Coffee, lunch, entertainment, reimbursement?
Is there a certificate of completion? Educational units? Accreditation?
How does the attendee register for the course?
When is the deadline for registration?

Proofreading • Editing • Writing • Newsletter Design • Custom Newsletters • Magazines • Brochures • Pocket folders • Web sites
E-mail Newsletter Design We do it all!