What's in a name? - By knowing the parts of a newsletter, you keep it professional and you get results!

Ever wonder how to set your newsletter apart from all the rest? A professional look will make you stand out and contribute to your overall professional impression.

Make sure your newsletters got the goods. We've talked about how important your content is, but your presentation is also very important. The following things go into a top-of-the-line newsletter:

• Name plate: This is the name of your newsletter. It can use your logo and colors. Some editors have their "shells' preprinted in one color and then run the newsletters through a high-speed, high-quality copier for black and white text and photos. This gives you the look of color without the cost. Make sure your name plate is high contrast and eye catching.
• Masthead: This contains pertinent information about the newsletter production, editor, designer, and always your business information and contact information. The masthead is usually located on the inside cover or the back of your newsletter.
• Headlines: Four out of five readers scan the headlines. This is what pulls them in to read the article. They can be fairly long so they contain a summary of the article. Use upper and lower case letters. Never use all caps. Aim for catchy or snappy phrases for your headlines.
• Contents: This should be placed prominently on the front so your readers know what's inside. Don't skip on this. It's what gets your reader inside.
• Folios: The folios are placed near your name plate. They give a listing of the volume and issue number as well as the date of the publication. This helps to establish the "timeliness" of the news contained in your newsletter.
• Subheadings: The second-most read item in a newsletter. A subhead clarifies the summary of the headline. A good rule of thumb is to use a very snappy headline, and they clarify in the subhead. The article is where you put the real "meat".
• Body copy:The body text contains about 95% of the persuasive impact of your newsletter. This is where you place all that content we've been talking about.
• Photos and captions: Your photos should show action whenever possible. People will only read about 5 lines of text in a caption. Pay attention to the people in your photos. Eyes draw the eye. Make sure that you've got shots of faces to grab the attention of your readers.