Using Balance In Newsletters
Balance Explained: Balance is an abstract, and some might think a vague, concept so it might be an idea to establish what is actually meant by it in the case of newsletters before discussing how to achieve it. In the real world we know that, in order to attain balance, a weight must be countered by an opposing weight. In publishing, it means something similar but it depends, to an extent, on whether we are discussing the physical aspects of a publication (how it appears) or the ‘editorial’ side (the content). Editorial and lead articles set the spirit for a publication and consideration of ‘counterweights’ necessarily start there. Be cautious though. Whilst trying to introduce balance it can sometimes be only too easy to inadvertently change the tone of the total newsletter.
Layout Balance: A page containing a disproportionate amount of text is best balanced by the introduction of graphics and illustrations but even simple white space can be a huge improvement. A crowded page, especially one that is entirely presented in a tiny typeface with few or no breaks, is not good at any time. It is too suggestive of a legal document rather than an informative article. The introduction of space however, and other effects that ‘break up’ the piece into easily digested segments, can make a quite remarkable difference. These other effects include headings and sub-headings, usually in a different typeface than the main body, color in the form of headings, captions etc, pullquotes, perhaps with a shaded or colored background, and so on.
Content Balance: In terms of the newsletter content, sober matter needs to be equilibrated by an opposing amount of light matter; ‘one-off’ items can be balanced by serialized material, instructional or ‘how-to’ articles by question and answer features etc. It is much more of a ‘balancing act’ though, than is the case with the visual aspects, because there is no way of measuring whether or not you have got the ‘mix’ right. It’s the reader’s perception that matters and the publisher needs to employ a little empathy, coupled with her own instinct and experience.
The Use Of Humor: The secret here is to bear in mind the necessity of good taste and the sensitivities of your audience. That way, you can expect them to respond positively to the use of humor whenever and wherever you decide to employ it. Everybody enjoys a bit of mirth from time to time and using the a newsletter as a vehicle for it is a great way to cultivate ‘reader loyalty’. Humor comes in many shapes and sizes. Jokes most often come to mind initially, but other titillaters are funny stories, funny pictures, funny verses and so on. If the humor relates to real people or a real incident in the organisation to which your readers belong, so much the better. It then becomes an ‘in’ joke and reinforces their sense of belonging. One word of caution, though. Newsletters, because they are so often associated with a tightly knit group, are often read by people who know each other. Therefore take care to avoid seeming to poke fun at any one individual or sub-group.
Quizzes And Puzzles: These can prove very welcome as a way of balancing content and you do not have to be a lexicographer yourself to know that crosswords are one of the most popular pastimes ever devised. As with most other fillers, topic-focused material tends to be more effective than non-topic specific copy but it does not need to be anywhere near as relevant to the subject as is the case with humor or advice-type features. Don’t underestimate the potential that these types of items offer your newsletters. Many people scan every publication that falls into their hands for their crossword ‘fix’.
Helpful Advice: A good way of balancing your content efficaciously is by means of ‘Hints’ or ‘Tips’. These should invariably be strongly related to the newsletter’s main focus, for obvious reasons, though there can be exceptions. For example, if the readership is made up entirely of the fairer sex, a ‘Beauty Tips’ column might go down well even if, in relation to the newsletter’s main aim, it is somewhat off-topic. There are many possible variations. For example: Diet Tips, Keeping Fit, Maintaining Your Car, Cooking Tips etc. Recipes, in the right newsletter, can be very successful too, as can ‘What The Stars Say’ etc.
Mike Alexander is a ‘content’ expert, having created and edited a print publication with nation-wide distribution. He has several online interests, among which is ClipCopy Content Solutions, where you will find a number of articles covering topics similar to above. Get a totally unique version of this article from our article submission service
