* Reverses. Reversed text occurs when white type is placed against a black background. Reverses often make it hard for readers to pay attention to adjacent text.

* Shaded backgrounds. Black type placed against a light gray background, or light gray text against a dark gray background, is often used to emphasize important text elements. Unfortunately, lack of foreground/background accent often makes this text harder to read instead of easier to read.

Graphic accents should be used only when necessary to provide a barrier between adjacent elements – such as end of one article and beginning of next – rather than decoratively or out of habit.

Downrules, or vertical lines between columns, for example, are only necessary if gap between columns is so narrow that readers might inadvertently read from column to column, across gap.

4.)Underlining. Headlines, subheads and important ideas are often underlined for emphasis. Unfortunately, underlining makes words harder to read, reducing their impact!

Underlining makes it harder to read by interfering with descenders of letters like g, y and p. This makes it harder for readers to recognize word shapes.

Not only does underlining project an immediately obvious ‘amateur’ image, it confuses meaning because today’s readers associate underlined words with hyperlinks.

5.)Excessive color. Color succeeds best when it is used with restraint. When overused, color interferes with readability, weakens messages, and fails to project a strong image.

Headlines, subheads and body copy set in color or against a colored background are often harder to read than same words set in black against a white background. Be especially careful using light colored text. Restrict colored text to nameplates or large, bold sans serif headlines and subheads.

A single ‘signature’ color, concentrated in a single large element and consistently employed – like in your nameplate – can brighten your newsletter and set it apart from competition. The same color, used in smaller amounts, scattered throughout your newsletter, fails to differentiate your newsletter or project a desired image.

Consistently using black, plus a second highlight color, creates a quiet background against which an occasional color photograph or graphic can emerge with far greater impact.

The architect Mis van der Rohe once commented, “God is in details.” Newsletter success, too, lies in details. Your readers are always in a hurry. The smallest detail can sabotage their interest in your newsletter, interrupting reader until ‘later.’

And as we all know, ‘later’ usually means ‘never!’ m

Once you know best keywords, next step is to see what your competitors are currently doing with them. If your sites of your competitors rank higher than yours, or offer more enticement for customer to visit, then it is more likely that they will be attracting customers and not you.