By Jessica Albon

Copyright 2003, The Write Exposure

The average newsletter generally has average photos: headshots, people shaking hands or talking on phone. If you're looking to invigorate your photos, try these tips.

Black and White Photographs

Up contrast. Black and white photos can be full of drama and journalistic style. Intensify their impact in your photo editing program by increasing contrast.

Isolate key elements. When a photo is black and white, it is especially important that background be crisp to highlight centerpiece of your photo.

Keep it off-center. Always powerful, asymmetry ads a special level of interest and texture to black and white photos because lines are generally sharper.

Color Photographs Lighten Up. Take photos with plenty of light. Make sure your subject is lit evenly.

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Be consistent. Last month, we published a little late, and boy did y'all notice! You spend so much energy creating a newsletter your subscribers will look forward to, don't risk diminishing their enthusiasm with an unreliable schedule.

Be yourself. Authentic newsletters are easier on reader. They're typically more interesting (because they're unique to you), plus, you don't risk a tone that swings from formal to informal.

Be honest. What are you sending out (product info, special deals, a genuine newsletter)? How often do you send it? How easy is it to unsubscribe? Do you sell reader's names and email addresses? All of this should be addressed on subscription page.

Be original. Write your own content. Collect your own resources. (Or hire someone to do it.)

Be relevant. Make sure you're writing about topics that apply to your reader's unique situations and experiences.

Be engaging. Invite your readers to participate by offering surveys and quizzes.

Be well dressed. Whether your newsletter is text or HTML, readers should be able to figure out at a glance who your newsletter's from and what it's about.

Be diverse. Offer both short and long articles to give both scanners and in-depth readers what they're looking for.

Set goals. This is even better if you give away prizes as you reach these goals. Perhaps you could give away a great e-book every 100 subscribers. Even if you're not offering a prize, though, make your readers aware of your goals and ask for their help.

Entice them. More and more companies are finding that offering a newsletter isn't enough to get people to part with their email addresses. By offering a free report or something else of value, potential readers may be more likely to sign up.

Offer a sneak peak. Take a look at those magazine offers you get in mail and write something similar for your newsletter.