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 There is no blue collar and white collar: All employees (at every level) are just very busy, and often exhausted. Everyone appreciates short articles and quick tips they can put to use immediately.
2. Simple works better than slick: Non-shiny. Non-clinical. Clean design. A friendly me-to-you writing style out pulls slick, clinical, and “impressive” looking.
3. Illustrations are inclusive, photographs are exclusive: Photos used in newsletters should be reserved for non-diverse populations. Photos should (as in advertising) be a mirror reflection of the reader’s ideal view of themselves. But if the population is diverse — photos will alienate much of the readership. Whereas, illustrations provide common ground. They’re also not offensive.
4. It’s the fluff stuff that counts: Employees know they need to save more money, reduce debt, make tough benefit plan decisions, adopt better lifestyles, and improve their skills. But what do they want most? More vacation time. Why? Because the big stuff can be overwhelming. Like drinking from a fire hose. Make sure your publication addresses issues of the heart. How to show appreciation to a friend… gain a new perspective… share a joke… save a little time… feel better about yourself… turn to a pet to reduce stress. Acknowledging the fluff stuff in your communications — makes tackling the big stuff more manageable.
5. Small steps are better than grand plans: Every month, your HOPE Health Letter becomes the first small step in some person’s journey of a thousand miles. We don’t talk about ideal weight – we talk about losing one pound per week. We don’t offer ways to have an extreme workout – we talk about taking the stairs. You won’t read too much about the latest block buster drug, but we’ll emphasize the importance of regular hand washing. Good health is not expensive. And common sense is common in the HOPE Health Letter.
6. Embrace self-reliance: Let’s make the doctors part of our team of health advisors, rather than ask them for permission or approval. Since stress is our perception of the world, let’s change that perception instead of trying to change the whole world. People are happy when they feel in control of their lives. Make self-reliance the foundation of your message.
7. Write for caregivers: Ensure your communications have something in it for everyone. The fit and unfit. Men and women. Adults and children. Young and old. Even the family pet. Because caregivers determine health care expenditures, and they’re all on a quest to improve someone else’s life along with their own.
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