Writing Newsletters

<body topmargin=0 leftmargin=0 marginheight=0 marginwidth=0> <table cellpadding=0 cellspacing=0 border=0><tr> <td valign="top" colspan=2 height=90 BGCOLOR="#006699" TEXT="#080000" background="05bfd5a3.jpg"> <div> <B>Writing Newsletters</B></div> <div> <B>347-LOVE-ART  (347-568-3278)   Toll Free 1-877-512-3333</B><B>    Email: </B><A HREF="mailto:mike@mikealbin.com" TARGET="_top" TITLE="mailto:mike@mikealbin.com"><U><B>mike@mikealbin.com</B></U></A></div> </td> </tr><tr> <td valign="top" width=210 BGCOLOR="#FFCC66" TEXT="#080000" background="05cd2043.jpg"> <bR> <div> <A HREF="index.htm" TARGET="_top" TITLE="Mike Albin.Com "><U>Mike Albin.Com </U></A></div> <div> <A HREF="wd.htm" TARGET="_top" TITLE="Web design"><U>Web design</U></A></div> <div> <A HREF="ma.htm" TARGET="_top" TITLE="Marketing Articles"><U>Marketing Articles</U></A></div> <div> <A HREF="sr.htm" TARGET="_top" TITLE="Show Reviews"><U>Show Reviews</U></A></div> <div> <A HREF="mt.htm" TARGET="_top" TITLE="Marketing Tools"><U>Marketing Tools</U></A></div> <div> <A HREF="l.htm" TARGET="_top" TITLE="Links"><U>Links</U></A></div> </td> <td valign="top" height=390 BGCOLOR="#777777" TEXT="#080000"> <div> Writing Newsletters</div> <bR> <div> Now that you have your mailing list organized into geographic folders it's time to send out newsletters.  Everyone on your mailing list should get something from you at least once a year.  If you are not a trained writer, don't worry, you don't have to be.  Your newsletters can be as simple as a postcard with a photo of your latest work on one side and information about your upcoming show on the other.  You can also get downright fancy with some of the Microsoft word processing software like Office or Works and create very impressive newsletters.</div> <div> Every time you do a show in an area where you have been before you should send a newsletter to the people in that area telling them when and where you are going to be.  If you aren't returning to an area for awhile send those people something announcing new additions to your website, special deals on prints you just had made or a special offer to have them purchase something from you.  Email newsletters work so well, there's no postage or printing costs and you can include links to your website and color photos of your work.  They are very effective.  </div> <div> So what do you say in your newsletters?  I'm glad you asked!  At the top of the page and in the subject line of your email newsletters write " We are coming to Orlando" or whatever city you are going to.  Always put your name and contact information on the top of the page.  If its an email newsletter put a hot link back to your website and an email hotlink back to you.</div> <div> Start the first paragraph off with the dates of the show, the name of the show and where the show is being held.  Include directions to the show, your booth location number and a link to the shows website if available.  Most shows or the organizations that put them on now have websites.  If you've done the show before and you know where your booth is, be specific on where they can find you.  " We're in the same spot as last year right on Atlantic Ave just east of 5th Street, the booth is facing north and we`re across from the Chevron station."  If you are doing a different show than people signed up at, be specific with directions to the show and try to find out where a close place for them to park will be.  You can get this information from maps included in packets, show web sites or simply call someone at the show and ask where the public parking is and directions to it.  Also include the show hours for each day.  Be excited about the show and make that come across in your newsletter.  If you have a cell phone and take it to the shows with you, you may want to include a line like " If you have trouble finding me call me on my cell phone at 954-555-1234 and I`ll guide you in."</div> <div> The next paragraph should start off with centered, bold letters and read </div> <div> "<B>I'LL HAVE LOTS OF NEW PIECES THERE".  </B> Then describe some of your new pieces, what size are they, what colors they are, subject matter and how you made them.  Be very excited about your new work and make sure that comes across in the newsletter.  "I'm very excited about these two latest pieces, in my opinion it's my best work to date!"  "I've shown these pieces at two other shows and have had a great response to them, one of the pieces won an award at my last show!"  That's what I mean when I say get excited about your work.  You can also include lines like " This new piece is a great accompaniment to several of my other pieces that were popular sellers."  </div> <div> You're going to have to get creative here but try to come up with reason to buy your work at this show. <FONT SIZE="1" COLOR="#000000" FACE="Arial" > </FONT><FONT SIZE="4" COLOR="#000000" FACE="Arial" ><B>List reasons or benefits for them to buy your work at this show.</B></FONT>  "After this show our prices are going up,"  " These are great conversation pieces," or " My artwork makes you feel happy every time you look at it!"  This is one of the most important parts to your newsletter and should not be left out!  If there's no benefit for them to buy from you now, they probably won't!  </div> <div> Your next paragraph should be about any other news that's going on in your life professionally or personally.  Web site news, new art techniques, classes you took to improve your work, trips you just took and big personal news items like marriages, birth announcements, kids graduating or getting married.  If people can relate to you personally they are more apt to buy from you.   If they love your work then they respect you as an artist and really want to get to know you a little better.  Use this this paragraph to do that.  You'll be amazed at the comments you get from people at shows that read your newsletters if you'll open up a little.  </div> <div> The last part of your newsletter is a coupon and is optional, sometimes I do and sometime I don't.  If you send a coupon every time they begin to expect it.  If you send one every third time they tend to think, I better use this now, it's going to a while before I see another one.  Coupons can be anything from buy one and get the second at a discount or take 10% off.  It depends how expensive your artwork is.  Make the coupons good for prints or reproductions not originals.  Don't cheapen a $3000.00 piece of original artwork with a $20.00 coupon.  You can get creative with your coupons also.  I'm amazed at how much interest we can spark in selling our work with a $50.00 coupon on any piece valued at more than $500.00.  </div> <div> If you are doing a hard mail newsletter there are several options here.  I've always preferred newsletters to postcards.  Printing costs are usually comparable, postage is more for newsletters but you can say so much more in them.  It's hard to get anything on a postcard except dates and times for the show.  The picture you have on the back better a good enough to bring them to the show or you've lost them.  If you are going to print up a newsletter you can do either an 8 ½ X 11 and have it folded twice to letter size or you can do 11x17 and have it folded three times.  Put a staple at the top, slap on a stamp and address label and mail them off.  If you do the 11x17 size, the printing cost is more, the postage is the same and you can include photos of yourself and your work.  Microsoft Office has an announcement/newsletter tool that will design a very professional looking newsletter for you.  All you have to do is type in the text and it will take you through it one step at a time.  If you have it and have the time to use it great, if not don't worry about it.  Type up all your information and make sure it's in very easy to read font and size, take it to your local printer and have them print and fold it for you.  If you only have 25 to send out you can fold them yourself, if you have 250 have them fold it for you.  It's worth the extra money.  </div> <div> If you really get into writing newsletters and want to express yourself that way there are dozens of books and software on the subject of writing effective newsletters.  Books are always a less expensive way to go, software makes it easier.  It's your choice.  freelance-writing.net offers an email software program that will automate the entire process for you.  If you are looking for books go to amazon.com and type in "writing newsletters" into the search box and hit go.  There are over 27,000 books on the subject.  Type in "writing effective newsletters" into Google and you'll find 1,000,000 websites on the subject.</div> <div> The more time and energy you put into your marketing program and into your newsletters the more you will sell, either at shows or off your website.  If you can spend several hours a day or one day a week doing this it will pay off for you. </div> <div> If you have any questions, comments or suggestions about this article or a marketing topic you would like to see written about please e-mail me at mike@albinarts.com.  Sell your artwork for what it's worth not what others are charging for theirs.  </div> <bR> <bR> </td> </tr></table></body>