Who knew that when Deidre asked on the blog recently, Should you get personal in your newsletters? it would hit a nerve and instigate dueling blog posts?
(BTW, that’s one of the things I love about content marketing – you don’t know what people will respond to until they do.)
When I shared the post on LinkedIn, many voted “YES” for being personal. Janet Falk disagreed — she prefers sharing tips and relevant information.
Sensing a juicy topic, I asked Janet to share her opinion in a guest post—which she did here.
Then, Deidre responded with her rebuttal: Do what “personally” works for you.
This proves the point I often make: that there is no “right” way to do this marketing thing. We each have to find “our people” and give them what they need to hear. Both of these women are running successful businesses. They are both comfortable in their choices and those choices make sense for their target markets.
As you have probably noticed, I share more tips than personal details, but I love Deidre’s personal approach and I know it works for her audience. And every now and then I do share something personal. In fact, one of the most effective messages I have ever sent out was about being stuck in San Francisco (fortunately) during Storm Sandy. I think the timeliness of it really engaged people. (Do you remember that one? Did it strike you as too personal?)
The personal approach to newsletter writing has to be done strategically. If it’s gratuitous, it’s a waste of everyone’s attention. But some creatives I know — especially copywriters – have the ability to weave the personal into a relevant marketing message, which, when done well, makes you feel like you know them. And that is one really good way to build trust.
If you’re having trouble getting your email newsletter going, take advantage of my free session and we can brainstorm it together.
Also, don’t miss these upcoming events…
–HOW Design Live, Atlanta, May 19-23: The final early bird deadline is April 1 – and you can use my promo code “BENUN50” for an extra $50 off.
–Maker Mentors conference, Online & Everywhere, April 20 & 21, 2016.
-And watch the “pop-up” pre-conference video interviews with HOWLive speakers I did while at SCAD, which I just posted on my YouTube channel:
I got a little deeper into this topic in a recent interview with Jim Blasingame of the Small Business Advocate.
Be sure to sign up for more Quick Tips here.