Any suggestions for tactful (although I'll settle for simply effective!) ways to persuade execs to let others do the writing for the newsletter?

-- Gail Hand, Hands-on Consulting,

Gail – How frustrating! We deal with this issue all the time, and every case is different. First, let's review the different types of grammar errors:

1) Flat out wrong -- "between you and I," spelling "mistake" as "misstake," failing to capitalize Gail, etc.

2) Matters of style -- Should there be a comma before the conjunction at the end of a list? There's no absolute answer. Some grammar sources say always yes, some always no, and some a middle path -- yes for complex lists, no for simple lists.

3) Awkward but technically correct -- think of Yoda

4) Wrong on purpose -- such as your use of "ain't" in your question

Unless you have been invited to "clean up" a contributor's article, the only errors that concern you are the first two types. A test for yourself is to make sure you know the difference, since there is nothing worse that getting into a dispute over a grammar "error" only to find out that both usages are correct (quite a common outcome).

Usually we finesse the question of editing by explaining the concept of style rules to contributors. Do you use a.m., am, A.M. or AM to denote times before noon? Is it President John Smith but John Smith, president, or is the title always capitalized? Which acronyms must be spelled out and which must not be? What are hirelings called -- employees, Associates, Partners, crew members? Communications are much more credible when they are consistent, and every newsletter must adhere to a set of style rules so that readers know from page to that they are still reading the same publication.

So, naturally, we will have to edit what they contribute to "fit the style of the newsletter." That's all. It will still be their words. We will just fix up little places where, by no fault of their own, they used the wrong word or capitalized something that should not have been or whatever. That way they aren't shocked when they see a later draft and notice that something has been changed. Of course, you have also fixed their flat-out errors too, but most contributors won't notice.

The big problem arises when the contributor insists that "input" is spelled "imput" or whatever. Most of our clients have responded favorably to an e-mail with the appropriate paragraph from a grammar text or style guide addressing the question. That, and the language you use, will emphasize that your goal is to help make the contributor's work even better and not prove yourself right at his or her expense.

LIVE! Brochure and Newsletter Redesign On the Spot at Arts Reach Conference in SF

Henry Ruddle will redesign brochures and newsletters live and in person during his presentation at the Arts Reach National Arts Marketing Conference 2007 in San Francisco October 27-30, 2007. Here's the description:

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Five Tips for a More Effective Newsletter

Every newsletter, as well as every article, photograph, headline and illustration should follow these five guidelines:

1) Answer two questions: "What is it?" and "Why should I care?" Readers are inundated with information, and do not have time to read even a paid-subscription newsletter unless they are convinced (by you) that it is worthwhile. For example, a headline such as "Company Party" is much too vague to let readers know what the article is about, and certainly fails to inform them as to why they should care. "Service Awards, Costume Contest to Highlight Summer Picnic" gives readers a much better idea of what the article is about and why they should care.

2) Communicate to the entire audience. Readers come from different constituencies (marketing department versus manufacturing floor, say, or widget buyers versus gizmo buyers) and also have preferences about what they like to read. Most prefer shorter articles, but some prefer the depth of a long article. Most prefer "people" stories, but a considerable number like "fact" stories. Make sure each constituency and type of reader is represented.

3) Focus on your desired results. If the purpose of the article is to get readers interested in an event, don't be ashamed to give them a phone number or website to purchase tickets or get more info. If it is for morale building, don't be afraid of using a "Rah! Rah!" style. If the article is there to meet a legal requirement and you would prefer that no one reads it, it very well be in your interest to use too many words or gargantuan words where tiny ones would do -- and of course passive verbs, if any at all.

4) Use dynamic writing and design to enhance readability. Each page should have a focal point and a visual hierarchy to help readers know where to start and what you consider important. Likewise, dynamic language, especially in headlines, has the same effect as a visual focal point. It draws readers where you want them to go.

5) Enhance memorability by using specifics. "In December" is much more memorable than "recently"; "$1.23 million" is more memorable than "more than a million dollars"; and so on. The last thing a good newsletter editor wants is for a reader to finish an article and not remember anything about it.