Location, location, location is the mantra used in the real estate business to denote what truly separates one property from another.
Infusing a personality in your newsletter site and in your communications
can also be the differentiator to get people to
remember who you are and to let you shine in their eyes.
People read your newsletter for the content. So, ideally, you're giving
them content that's timely, relevant, and useful (and sometimes
even entertaining.) Deliver and present that content to readers in
a professional manner and you have yourself a winning newsletter.
Well, almost. Most of you have competitors. There's no reason why
they can't publish valuable content, too. In fact, it takes considerable
skill, innovation, and effort to stand out through content alone
(just ask those who've managed it.) Injecting personality into your
publication is one way to give yourself a little edge in the battle
for the hearts and minds of the market. You're probably using your
newsletter to "...build
long-term relationships and a better rapport with customers or prospects.” Valuable
content is the foundation on which this is based. Personality is the
icing on the content cake. A little dose of personality helps build
that reader rapport and adds uniqueness to your publication; it's something
competitors can't copy so easily.
The right personality can also complement the image of your brand,
products, services, or company, essentially reinforcing whatever
impression or message you're trying to communicate. That is all well
and good, but what is this personality? No doubt there are various
dictionary definitions, but I prefer to think of it like this: If
content is
what you say, then personality is how you say it. It's the sum of
all the distinctive characteristics that make your newsletter’s
voice and writing unique - your style, tone, humor, emotion, vocabulary,
attitude, and more.
So how do you give your newsletter the right dose of the right personality?
Think of your newsletter as a one-on-one conversation. Just imagine
sitting in a coffee shop talking informally with a customer. That's
the starting point for your approach, a more personable and appropriate "human" voice
will come naturally. When you picture the coffee shop scenario, you
quickly see how inappropriate (not to say ridiculous) some of the
more traditional styles of customer communication can sound. Drop
the jargon, drop the sales pitch, be as honest as you can, and talk
like a human being. Refreshing idea, isn't it?
The personality of the writing itself needs to gel with the other elements
of the newsletter, particularly your image, content, audience,
design, and objectives. What's appropriate and what isn't? Only you
can answer that question. Ideally, have people write content that
fits the required personality naturally, who can write as themselves,
subject to a few publication-related constraints. If you need to
define specific personality "rules" which
people should follow when writing or preparing content, then ensure
they're closely defined and easily understood. Then, appoint someone
to act as guardian, someone who can read the content and spot inconsistencies
or aberrations in the personality projected. This kind of defined
personality can sometimes better fit the needs, and ensures consistency,
even when the writing or production team changes. It also lets you
build a personality around some other element of your business (an
advertising spokesperson, your product, your CEO, whatever...)
You can have as much or as little personality as is appropriate. But
what if people don't like it? You can be pretty sure some people
won't like your tone or style. And that’s a good thing, too. It's
hard to get anyone engaged in your newsletter if you're trying
to be all things to all people. More importantly, the potential loss
of a few subscribers is well worth the additional rapport you'll
have with those who remain. Or you can be very boring, very dry and
very safe, and disappear in the morass of your competitor's offerings.
I’ve also come across newsletters where tooting your own horn
turns into the “let's talk about me newsletter, and by the way have
I told you, it’s
all about me in this newsletter.” You need to find the right
balance; small doses of "personal" information
tend to work well in terms of relationship building. But be very careful
not to overdo it. Be especially careful with the use of opinion. On-topic
opinion is a good thing and can be a great content element. But talking
about your dog can, at worst, provoke disinterest. Sounding off on
unrelated topics can actively offend. Take care, and don't let a newsletter
become anyone's ego vehicle.
I also enjoy a picture of someone looking friendly and attractive on
the newsletter. A human voice can even be better through audio.
It is easier to connect with people at a more human level if they
can relate to a name or face, whether invented or real. So sign editorials,
give authors a byline, or list some names down in the administrative
section of each issue.
Take a look at your favorite newsletters. Sure they'll have
great content, but what else is it that makes them stand out in your
inbox? I'll bet you it's the voice and personality that does it.
