August 1999

10 Tips for Better Newsletters, Brochures, etc.

An opportunity to look through a variety of brochures, newsletters, flyers, etc. done throughout our statewide IANR network is always fun.

It highlights some terrific programs, and shows some nice, clear writing is reaching our clients — a real plus for all of us trying to communicate the benefits of the work we do in the University of Nebraska Institute of Agriculture and Natural Resources.

It also brings to mind a few things it helps to remember in communicating our messages. Here are 10 tips for everyone who does newsletters, brochures, and flyers:

Tip 1. Highlight the benefits to our clients. Everyone likes to know "what's in it for me?"

While we like to know that ourselves, we sometimes forget it in writing for others. We tell people what we want them to know, rather than what they want to know. What they want to know — the benefit to them — is important. Which leads us to Tip Two.

Tip 2. Know your audience.

Who are the recipients of this newsletter, brochure or flyer, and what do they want from you? What can you give them that is of value to them — and how can you word that value so it's clear what you are offering is of benefit?

Tip 3. Make clear who is providing this program and information.

Sometimes you can pick up a brochure or newsletter from the University of Nebraska Institute of Agriculture and Natural Resources and have to hunt to find out who is sponsoring the program. Sometimes it's not there!

Is the sponsor University of Nebraska Cooperative Extension? Is it University of Nebraska Institute of Agriculture and Natural Resources? We need to make that information easily available and visible to people. A credible sponsor can help recipients decide the credibility of the offering.

Tip 4. Don't forget the University logo and our graphic identity, as well as the equal opportunity statement.

Dan Moser, news and publishing coordinator in Communications and Information Technology, 402-472-3007, is the person to talk with if you have questions on those uses.

Tip 5. Use short, easily understood words whenever you can.

If you write about technical subjects for general audiences, assume most of the people you're writing for won't have your background on the subject. Make everything as clear as possible.

Tip 6. If you find yourself writing very long articles for a newsletter — articles that run a full page or more — ask yourself if you can cut what you've written at least a third. If you can, do so.

If you can't, ask if what you've included in this one article can be divided into two articles. Then do.

Shorter articles often appear more inviting to readers. People may decide to put something long aside for when they have time to read it. They may never find time.

Tip 7. When you've put a page of a newsletter together, look closely at your columns of type.

Do they seem long and gray? Studies show readers are less likely to read long, gray-looking columns because such columns appear intimidating and uninteresting. They discourage readers from beginning, much less finishing, a story.

To breath space into columns, and to make pages more inviting, people who write for newspapers write short paragraphs to let in more white space on the page and to contain thoughts in small bites, easier for the reader to grasp. Do likewise.

Tip 8. As you study those columns, what else do you see?

If you justify columns, do you end up with odd spacings on those lines where you have few words? Watch for that — it can make a line hard for the reader to read. Ragged right columns help that; so do rewriting to better fill the line, or judicious hyphenation.

Tip 9. Sometimes in looking through IANR newsletters, brochures, and flyers we'll see zeros taking up space it isn't necessary to give them. Make it $10 instead of $10.00; 1-6 p.m. rather than 1:00 - 6:00 p.m.

Tip 10. For visual appeal, don't overload a page with type fonts.

Usually two fonts work well, and one will do. If you use two, consider one for the body copy, and a contrasting font for headlines and subheads.

A serif type, which has letters composed of thick and thin strokes and "feet," or fine lines at the top and bottom of the letter, is often the choice for body copy. Studies show serif types usually are easier to read in large blocks of type.

Sans serif types, composed of uniform strokes without "feet," offer a contrast for headlines.

Times Roman is an example of a serif type; Helvetica is sans serif.

~ Judy Nelson

CIT Information is published by Communications and Information Technology - Computing section, Institute of Agriculture and Natural Resources, University of Nebraska-Lincoln. Newsletter articles may be copied and distributed for nonprofit, educational purposes only and the source must be acknowledged. Direct all correspondence to the editor, Pamela K. Peters (E-mail: pkpeters@unlnotes.unl.edu; Phone: 402/472-5630; FAX: 402/472-5639).

The University of Nebraska-Lincoln is an affirmative action - equal opportunity employer.