Unless your homeowners association transacts all its business town meeting style, a newsletter is essential to keep the members informed. Almost all HOA should produce a newsletter at least four times a year. There are "tricks of the trade" to increase its effectiveness and readability. Here's a "baker's dozen":

1. Keep Articles Short. Get to the point. Headings and bullet points grab readers' eyes as they scan. Put important information in boxes.

2. Include Good Stories. Newsletters can be much more than information. Profile your board committee members. Include a Newcomers section. Promote events. Include a Q&A section (even if you make up the question).

3. Put "Hook" into Your Headlines. A good headline reels a reader in. For example, "Board Raises Assessments" will pique more interest than "Board Passes New Budget." Use puns, rhymes plus movie, TV and book titles into your headlines. For example, if a wind storm tears off a roof, try "Gone with the Wind."

4. The Facts. Stories should include who, what, where, when, and how information. If the cover story announces a new rule, explain why the rule was enacted, who it applies to, when it's effective, and how it will be enforced. Don't leave them with more questions than answers.

5. Lead with Power. Lead off with high impact information. For example, instead of "The Board discussed ways for getting residents to comply with the pet policing policy, try "The Board discussed a new stock and pillary enforcement policy for residents who don't police their pets."

6. Proofread. Use a second set of eyes and always double check the spelling of names.

7. Use Photographs. Photos help neighbors meet neighbors. Black-and-white photos will generally reproduce better than color photographs although using a digital copier eliminates most of the difference. Actions shots work best. Include descriptive captions.

8. Share the Good News. This is a golden opportunity to publicize accomplishments and things to come.

9. Standardize Your Look. Software like Microsoft Publisher and Pagemaker offer attractive templates. Pick one and stick to it. Use no more than three different typefaces to avoid a busy and cluttered look.

10. Use White Space. White space frames the content and gives the page breathing room.

11. Use a Readable Typeface. Serif typefaces like Times Roman (the one you are reading now) are easier to read. NEVER SET BODY TEXT IN ALL CAPS. It's difficult to read and intimidating. Use italics and bold sparingly ... mainly for impact.

12. Humorize. Include jokes and cartoons to liven it up.

13. Post It Online. While the paper chase will be with us for some time, the Web is a terrific way to reduce costs and improve efficiency. Anything you can lay out on paper can be done on your own community website and more. For more on this, go to Regenesis.net and review "Your Own Association Website!"

So there's your baker's dozen. Newsletters can inform, tweak and pique interest. Informed owners tend to be more supportive of Board business and more likely to become involved as volunteers. Use newsletters to unify and harmonize your community.

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