I enjoy getting the mail this time of year. I really enjoy seeing how my friends’ kids have grown, hearing from family far away, and getting a nice card from those I wish I could see more often.
I am not a fan, however, of the holiday newsletter. Occasionally, I get one that’s unique, funny and – this is important – brief. Most, however, follow a format that’s the kiss of death for communicating, whether it’s a holiday newsletter or a corporate email.
1. It’s too long!!
Edit yourself. Don’t leave in two words that mean the same thing to describe your “smart, intelligent” grandchild. We get it. The kid’s brilliant.
2. You leave out the good parts.
I’d like to know how that trip to Africa, class on sign language or family reunion made you feel. Give me something – some sort of awareness or insight or chuckle to make it interesting.
3. You leave in too many of the bad parts.
Some newsletters read as a death march of pathos. “Linda’s knee gave out and our 35 year old son is still living in the basement and Joe lost his job after telling the boss what an SOB that guy really was.” Give me some hope while remaining honest. “Since losing his job in October, Joe’s been optimistic about the opportunities available.”
4. You forgot about me, the reader.
I know the essence of the newsletter is a generic catch-up letter, but one or two questions or sentences addressing your readers is important.
5. You didn’t format it to scan.
A full page of single-spaced, 10-point font with no paragraphs, bullets, or headers makes things tough. Toss in a few photos and just fill me in on the highlights, please.
I’m honestly not a Grinch and I read every single newsletter I receive because I care about the people and the content. Some just require too much from the audience! Maybe I’m just scarred from years of seeing similar sins in corporate America.
Bah humbug.
