How to ensure your newsletter is *not* read

White space focuses attention on your content

Have you ever pitched aside a newsletter because its text was too dense?  I have.  I do it all the time.

I’m not alone.

It’s a shame, really, because the stories in those newsletters may be packed with good information.  I’ll never know because their editors committed a critical mistake.  In their efforts to save space, and in turn, money, they overlooked the importance of white space.

White space – the blank area around blocks of text or other design elements – gives context or meaning to the words it surrounds.  It helps focus your attention.

When Writing, Less is More
Incorporating white space is a tactic used all the time by high-end retailers. Think of an upscale brand – Tiffany & Co., Hermès, Jimmy Choo.  Their shelves are uncluttered. Peaceful. Each shelf displays a single item, transforming it from a potential purchase into a work of art.  Much like a gallery, the eye has place to rest and take in the unique nature character of each piece on display.

Translate that experience into writing.  If constructed correctly, each story in your newsletter should be a gem: informative, actionable.  But if that information is crammed into a too-small space, no one will notice it.  Unless they have a clear reason for wanting to dig for the good stuff, people will leave.  Your newsletter just became the written version of TJ Maxx.

I’ll be blunt: this is going to mean more work.  Writing concisely is always more difficult than writing at length because the words you retain must be more descriptive.  There’s no room for imprecision.  You have to make hard choices.

But as Keith Robertson points out in his essay “On White Space”:

“The image of what you present is more important than the paper you could be saving.”

And when it can spell the difference between your newsletter being read or pitched, making room for white space is a smart investment indeed.

Beating procrastination: 5 tips for staying focused when writing

Flickr / gingerpig2000

I’m not sure whether to call it writer’s block or simple procrastination, but sometimes I find it difficult to finish a writing assignment.

Though many times words flow easily on to the page, occasionally the well runs dry. I’ve found this happens most often when:

1. I don’t really understand the topic and need to do more research or get clarification from a client.
2. The topic has been written about a dozen times (sometimes by me!), and I need to find a new perspective to give it life.
3. I just don’t feel like writing.

This morning, I experienced the third scenario. As a result, I checked my email. Several times. I cleared out a substantial backlog of posts in my Google Reader account. I posted a few replies on Twitter. I ate a snack. All of these – minus the snack – made me feel slightly more connected and organized. But they did very little to help me finish the article I was supposed to be writing.

So for those of you who are reading this to avoid your own writing projects, here are a few techniques I’ve used to move beyond the writer’s block/procrastination doldrums:

1. Write something. Anything. A blank screen is menacing. Remembering that whatever I write first will probably be deleted in the end makes it easier to commit. Often I retype existing text rather than cutting and pasting it because doing so helps me get in the groove.
2. Start from the middle. The headline and lead paragraph are often the two most difficult sections to write. Skip them, write the body of your piece, and then add the introduction.
3. Close your browser window. Having instant access to the Internet makes it far too easy to distract myself when a to-do item flits through my brain. By simply making a list of items I’d like to research, I stay more focused.
4. Promise yourself a reward. Yes, this is a tactic that also works well with my five year old. But I’ve found it doesn’t take much. If I write three paragraphs, I can look up something on my “to research” list. Once I finish a draft, I can go outside for a walk.
5. Follow Hemingway’s advice.

“The best way is always to stop when you are going good and when you know what will happen next. If you do that every day when you are writing a novel you will never get stuck.”

Though Hemingway spoke from his experience writing fiction, the same advice holds true for all types of writing.

This is far from an exhaustive list. Please share your comments on how you stay focused and productive.

Capturing an alternative - and dynamic - perspective

A 5-year-old's take on her surroundings

Our elder daughter is almost five, and much to her delight, we’ve now granted her access to the camera. She wanders the house, taking photos and filming movies. The results have been mixed. Many of the photos are blurry or mundane (a shot of laundry carries limited appeal.) And the videos, though often funny, tend to make me dizzy. My personal favorite is the one where she forgot she was filming and captured herself irritably kicking her sister. No amount of finger pointing could dispel that hard evidence!

Then occasionally, one of her shots surprises me by its unique composition or point of view. Completely removed from the typical stream of family celebrations, nature shots, and candids of friends, her photos of everyday objects tell a story in a way that’s all her own.

These unusual photos got me thinking about how changes in voice or perspective can add vitality to communications of any kind. Monotony derails the connections we’ve made; we need changes of scenery to keep people interested.

Here are a few ways I’ve seen alternative perspectives woven in to communications:

• Bloggers invite experts to write guest posts on a topic they don’t necessarily have the authority to write about themselves. This has the dual benefit of introducing a host of new readers to a blog.
• Testimonials from the people an organization serves offer first-hand accounts that promote its services in a far more authentic way than its staff ever could. Urban Ministries of Durham here in North Carolina does a wonderful job of sharing via black and white video testimonials the impact that the food, clothing, shelter and supportive services it provides have on individuals in need.
• Some owners encourage their pets to “tweet”. Yes, it’s somewhat forced, but it seems to have a galvanizing effect on many pet lovers.

What are some of the ways you’ve introduced alternative points of view into your communications?