In part III of our series on maximizing your newsletter's power as a salesperson, we'll show you how to optimize three key areas in your newsletter once for sales indefinitely.

Today's elements increase sales by increasing your company's credibility. Your nameplate, masthead, and tagline each play a crucial role in building reader trust.

Only when your readers trust you will they be ready to do business.

Your company newsletter nameplate Whether your newsletter is print or HTML (or even plain text) your nameplate should be instantly recognizable and meaningful to your target audience.

If you've established (or want to establish) a strong brand, make nameplate look like your logo using similar typefaces and colors.

If you offer several publications and want readers to be able to easily differentiate between each, make one element constant (typeface, colors, or a selected word in name), and rest contrasting.

Regardless of your goals, make sure your nameplate:

Stands out: make it big, make it bold, make it clear it's nameplate, not just a headline. Is consistent: using same nameplate in each issue helps readers recognize publication. Consistency is a key way to build reader trust. Is understandable: don't make your readers guess what your newsletter's about. If they find your newsletter name confusing, they expect to find your product/service confusing as well and may just refuse to buy. Your company newsletter masthead Your masthead is where you describe your company and your newsletter. The precise details you include will depend on your goals. If you want your company to look friendly, for instance, include names of people involved with newsletter's production.

Your masthead must offer contact information. This is typically reader's first stop when they want to know more. If you don't make it easy, you'll lose sales.

A newsletter can be a fantastic way to lure new customers, but without right bait, you can send out line after line (or issue after issue) and not get a single bite.

What should you be baiting your newsletter with? Let's take a look:

1. The right list. How are you getting your subscribers? Some people run contests or give away e-books. Both are great, but you need to choose them carefully.

If you sell candles to retailers, you wouldn't hold a monthly drawing for a 12-month supply of candles. Rather, you might offer an e-book on increasing sales 50% with small display changes. The monthly drawing will result in more subscribers, but few of them will be in your target market.