One of Ten 'To Do's

If David Letterman ever asks me to come up with a top 10 list, I'm ready: "Lisa Ashcraft's Top 10 List of Things That Every Manufacturer Needs to Do." Dave might even ask some industry greats to read them. You'll have to wait for the day they're on Dave's show to see the whole list, but as a teaser I'll give you one of the numbers: write interesting newsletters.

I know it sounds a little lame, but it's true. If there's one thing that I've heard from reps over the years it's, "I loved your newsletters." It always surprises me. What with all the emails, faxes, shipping, and everyday demands, requests, and pleas reps get, they were reading my newsletter. That told me something. It told me that in the midst of everything that a rep has to do, they'll make time to read something that is interesting, informative, and funny — and just might help them make money.

I remember the newsletter that my dad used to bring home from work. He was a factory worker who probably made one of the washers or dryers your mom used. He would produce the weekly copy of The Link, tattered and folded, from his pocket, and he and my mom would check out who'd been promoted, what the company updates were, and what, if anything, it all meant to our family.

Newsletters have a very long and distinguished history. Perhaps the first were those early cave drawings, which told the other cavemen how to procure water, make fire, and start a community. I can picture prehistoric mom, dad, and Lisa sitting around the stone table to check out the latest news of the tribe. With a history like that, why wouldn't you want to write a newsletter?

In true journalistic style, I'll take you through the whole newsletter process using the 5 W's and the H (Who, What, Where, When, Why, and How) that make any news story.

…Should write it? Probably the person who's most in touch with the reps (the principal or national sales manager). But that person shouldn't have to do it all alone. Assign regular articles or topics to regional managers, and involve others in the company. Ask the company president for a regular quote or comment, and you should definitely include updates from your customer service department. If your writing skills aren't excellent, you can always ask for editing help from someone else. But my advice is to write the way you speak. Use humor, examples, anecdotes, praise … whatever it is that makes you, you.

…Should your newsletter include? Include some regular columns, so that the reps have something to look forward to. One of the most successful columns I wrote was a "Rep of the Month" feature. "Votes" for the honor came from our customer service and credit teams, as well as from the regional managers. It was always a surprise to the recipient, and it was a big hit.

Remember, people love to see their names in print. And if they're looking at your newsletter to find out who was mentioned, that means they're reading it. I always kept a notepad on my desk and jotted down comments or ideas from reps and customers I talked to, or from meetings I attended. When it was time to write the newsletter I had many ideas to choose from.

Here are a few other suggestions for columns:

• "As Seen on TV." Info on where your products have been spotted: TV, magazines, newspapers, etc.
• "Updates, Changes, Goofs." A list of errors in your catalog, changes to a product, new ship dates, etc.
• "Coming Soon." A sneak peek at items for next season
• "Regional News." A great place to drop names, and a good way to tell everyone what's hot across the country.

…Should you send the completed copies? To your sales reps, of course. But make sure that everyone in the company gets a copy — it's great information for them, and too often other members of your staff can get cut out of the informational loop. You might also send copies to artists you license, lines you're courting, and any other folks who'd benefit from learning what's happening at your company.

…Should you send it out? If you can write six to ten newsletters a year that look good and give great info, you're a star. But don't just write one because you said you'd do it once a month. A sales rep's time is very valuable. I'd rather have them writing another order than reading some dull pamphlet.

…Should you write a newsletter when you have so much other stuff to do? To help your reps sell more of your line, of course.

…Long should it be? That depends almost entirely on how comfortable you are writing it, and how much interesting information you have. I always promised readers that my newsletters would have just enough information that they could read it while waiting in line at a McDonalds' drive-through. And put information that should go into road books on the last page, so reps can keep it handy.

Another how: How should you format it? Nowadays, virtually all computers offer a simple template designed for creating newsletters. If you have one, you might also get your art department to help with the graphics.

And don't forget to give your newsletter a clever name, so that when your readers receive it (via email or regualar mail) they'll know right away what to expect.