Sketch 3. Sketch at least six nameplate designs. You can do them each full size, or you can fold a sheet of paper into smaller boxes (eight is usually a good number). You don't need to be an artist for this step--you're mostly concerned with generating placement ideas and general concepts on paper. (You should see messes I used to make in my design classes!)

Choose 4. Choose two or three you like best to create rough versions on your computer. Use a graphics program that allows you to use plenty of layers to keep each element separate (like Paint Shop Pro, Corel Draw, or Adobe Illustrator) and save a new copy every time you develop something you think you might like. If you're not a designer, try to keep it simple--lots of effects and stylized fills can detract from rest of your newsletter.

Finalize 5. Choose your nameplate and finalize design. Smooth any rough edges (literally or figuratively). Save file to appropriate size, resolution and number of colors for your newsletter (all depend on your needs and medium).

The right nameplate for your newsletter will serve you and your readers well for many years to come. Even better, repeated exposure to same nameplate over many issues will build your company's credibility and trust, so make sure your nameplate is something you really like that suits your newsletter well.

Is it interesting? After you've proved to reader it's relevant, you still have to prove that it's interesting. Interest is typically a matter of tone and depth. Some readers prefer formal newsletters with articles that examine each facet of a limited topic, while others want a more general approach with a more playful tone. Get it right and your readers will wait by mailbox for your newsletter.

Why read it now? Make sure your readers see information as applicable right now. What's applicable will depend on your readers, but in general, if you have information that's in someway timely (safety features, for instance), promote it up front. You can also offer your readers special discounts and promotions.

Why keep it? Not all company newsletters should be kept, and you'll need to determine whether or not yours should. If you decide you do want readers to keep newsletter, you can add value to your publication in form of reference articles or collections of resources. If you want to make sure readers can always find your newsletter, perhaps you could start new subscriptions with a manila folder to keep all issues in (or a binder, if you prefer). An alternative is to offer something they can keep from each issue-an index card of important phone numbers, for instance-that they'd cut out or remove from newsletter before throwing it away or passing it along.

When your newsletter answers these questions, your readers will see more value in it. While you simply can't get everyone to read your newsletter moment it arrives in their mailbox, you can encourage readers to look forward to receiving your newsletter.