The Better Newsletter

* Conflict. That’s what a good story is. Make sure the elements of the conflict are in the headline.

* People. Good verbs need good subjects and objects. People in relationships are about as interesting as it gets.

4. Make it readable.
No matter how good it is, your newsletter is a waste of paper if people don’t read it. It’s critical to focus on the principles of readability. Among them: grade level (use short words and sentences, and aim for a fifth- or sixth-grade reading level); rip-roaring narrative, not bland, inverted-pyramid journalistic copy; and many entry points like subheads, pull quotes, captions, bold copy, etc.