Newsletters shouldn’t be about blowing your own trumpet

| October 5, 2010

There’s nothing worse than an ego-driven newsletter. Is yours packed to the gills with self, self, self or does it take customers’ interests to heart?

As a general rule the more often you use ‘we’ in your newsletter, the further you’re going off-piste. A bias towards ‘you’ is better. A successful newsletter should be aimed firmly and accurately at your readers rather than acting as a mirror for your business’s achievements.

That means leading with benefits rather than features. Telling stories that inspire people to buy from you. Providing real news that’ll have an impact on their buying behaviour. Going on and on about how great you are just won’t cut the mustard.


Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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