• Ask staff to contribute three sentences each week about something that might be of interest to your customers;
• Remind staff on a regular basis…in fact…at every opportunity;
• Keep on top of the editing of your newsletter – filter out the best contributions and hold them in reserve for when you have to do your final compilation;
• If you have too many stories for one edition of the newsletter, keep the good stuff on hand for future editions when content might be harder to come by;
• If you have a good message you want to repeat…then REPEAT it in future editions.

According to Seth Godin, an e-newsletter needs to meet three criteria:

1. Make it about something that people want to read;
2. Give people what they asked for…and what they expected; and
3. Write something that people will feel compelled to tell someone else about.

make your newsletter about ‘them’ rather than about ‘you’. It seems counter-intuititve, but it will keep them subscribed, telling their friends, and coming back for more. Along the way, you’ll pick up more leads, and quite possibly, make more sales.

After all, the internet is all about finding information – not advertising!