Lots of businesses effectively use newsletters to keep customers informed of late breaking news or special promotions. Besides connecting with customers for the purpose of selling, newsletters make an excellent public relations tool as well. You can let your customers know about all kinds of positive events ranging from employee anniversaries to nonprofit donations to community events.

Whatever your business may be using newsletters for, consider revisiting the basics of newsletter design. David Ogilvy was arguably the greatest advertising expert to ever live. He successfully blended and balanced art and science in advertising. Ogilvy proved his marketing prowess in that he owned the largest advertising firm of his time, "">Ogilvy and Mather. Here is what Ogilvy would probably call newsletter printing basics:

1. Graphics - the first thing your customers will see are the pictures you use. Include a brilliant banner or pretty product pictures at the top of your newsletter. This captures your customers' eye and encourages them to engage in the rest of the newsletter.

2. Captions - include captioning with your graphics as this is typically the next place your customers will look. For example, if you have a picture of a product, include a brief product description as the caption. This means that if the customer sees nothing else, they have been exposed to your most recent product.

3. Headlines - next, the customer reads your headlines and subheadings of your newsletters. These are important for giving your customer a synopsis of the article content. If you're writing about employee anniversaries, make the headline reflect the nature of the article. This helps the customer pick and choose what sections of the newsletter they may want to read more thoroughly. Subheadings give you an opportunity to give a little bit more information to the customer without requiring them to read all of the content.

4. Content\Copy - finally, customers read content last. Do not try to trick your customers into reading something unrelated to the pictures or headlines. They simply will not. Worse, they may lose trust that your newsletters are able to provide them with information in which they are truly interested.

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