1. THE LIBERTARIAN PARTY'S SUCCESS '99
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2600 Virginia Avenue, NW, Suite 100 Washington DC 20037 * (202) 333-0008 * www.LP.org
Better Newsletters
Seven tips for more effective LP newsletters
W
hat is the purpose of a Libertarian 1) Publish on a regular schedule.
Party newsletter? A regularly published newsletters sends a
Here's the answer: LP newsletters message of reliability and confidence to your
exist to help and promote the success of the members. A newsletter that arrives every month
Libertarian Party. - or every quarter - tells people: This is not a
This is so important that I will repeat it: fly-by-night operation. This is not amateur hour.
LP newsletters exist to help and promote the This is a.serious, -professional organization, that.
success of the Libertarian Party. can accomplish its goals.
In many ways, a newsletter is one of the After aU, who is going to believe that an
most important products that a state or local organization that can't even publish a
county party produces. A good newsletter is newsletter on a regular schedule is going to be
vital to your success. A good newsletter is the able to topple the Republicans and Democrats
only tool you have to build a sense of from power - and return limited government to
community - a sense of shared purpose - a your state and this nation?
sense of progress - with everyone of your A sporadically published newsletter sends a
members! bleak message of incompetence to your members
The people in your party who you've never and prospects. That's a message you don't want
met can meet you through your newsletter. A to send.
good newsletter is an ongoing conversation with
all your members. 2) Report the news.
A newsletter is one of your most important What's the first four letters of the word
marketing tools ... marketing your party to "newsletter?" N-E-W-S!
both your _members. and y!osj)ec_ts. Everyissueofyour newsletter should have
Why do you need to market yourself to actual news about actual political events that your
your members? Because you want them to stay party of individual Libertarians have engaged in.
members. You want them to feel like they Your newsletter should stress the positive
belong to an organization made up of decent political activities and accomplishments of your
people, that is growing and succeeding, that state party.
believes what they believe, and that is effective. Your newsletter should avoid boring
You want to convey the same message to philosophical debates, internal disputes,
prospects - so they will decide to join the party. whining about lack of progress, etc. And don't
But how does a newsletter accomplish this air your dirty laundry in public: LP newsletters
goals? are not forums to insult other Libertarians.
Here are seven ways to produce a better, Instead, bombard your readers with news,
more effective LP newsletter: news, news about Libertarian political activities.

2. 3) Feature GOOD news in every issue. little fonts, and tiny little margins.
Here's the simplest test of a good Resist that urge. One-hundred words that
newsletter: Every time you look at the front are actually read are better than one-thousand
page, do you see a story that makes you glad words that aren't. Be nice to your readers: Avoid
you're in the Libertarian Party? tiny print, avoid crummy xeroxes, and avoid dot
Is there a story about Q. Libertarian it: matrix printers.
public office who cut taxes, or repealed a Leave generous amounts of "white space"
government regulation? and use photographs - don't fill up every page
Is there a story about a Libertarian who with blocks of dense, gray text.
just got elected or appointed to office?
Is there a story about a successful lobbying 6) Write professionally.
effort? Is there a story about a successful Report news in a journalistic style.
membership recruitment drive, or a successful That means using the classic "inverted
voter registration drive? pyramid" style - putting the most important
Or is there even a story about an ongoing, information first. That means using the classic
active political project - not good news yet - "Why, what, when, where, why, and how"
but that is working to achieve something good? questions that journalists ask.
In other words: Is there a story that makes What do you want to avoid? Avoid
people think: Yes, this is an organization that obscenity, shrill' extremism; and rambling,
I'm proud to belong to! This is an organization stream-of-consciousness writing.
that is accomplishing it political goals!
If your newsletter does not have those kinds 7) Make it attractive and professional.
of stories, then either your editor is not doing If you're not a professional graphic
his job, or your affiliate party is not doing its designer, imitate the design of professional
job by producing those kinds of success stories. publications like newspapers and magazines.
Copy something you like. Study publica-
4) Focus on YOUR state or local party. tions that are attractive and easy to read. Figure
In the entire world, there is on one - out the techniques they use. Imitate them.
count 'em, ONE!- publication that focuses on Good design is not copyrighted. Borrow
your state or county Libertarian Party. from any publication - including other LP
Yes, your affiliate may occasionally be newsletters - to make your newsletter better.
mentioned in LP News, or maybe even a local
newspaper, but if you want to read about the Summary: Libertarian newsletters can be
political activities of your state party on a a positive force for growth, outreach, explaining
reqular-basis, there- i-s-no-otherpublication. -It's Libertarian icieas;- and progress - or aneqative
your newsletter ... or nothing. force for divisiveness, strife, confusion, and
That's why, the primary focus of your state despair.
newsletter should be on your state or local party Remember: Every article, every choice of
activities. Not on national LP activities. Not on subject matter, every choice of words, in your
political philosophy. No on non-political topics. newsletter sends a message to members and
Not on the editor's pet issues. Not on your prospects about the culture, organization,
neighboring states. On your affiliate party. people, and goals of your state Libertarian Party.
Choose them carefully.
5) Make it easy to read. We are competing in the marketplace of
We Libertarians love words! When designing ideas. The better newsletters we Libertarians
publications, many Libertarians take it on as a produce, the more effectively we will . ,...-..,
personal challenge to fit in as many words as communicate our ideas, and the more successful
they humanly can. Tiny little words, in tiny we will be.