Who are you writing your newsletter to?
If I read what you write, will I know?
I’m not sure if it’s because I’ve been deep in editing mode this week or because it’s just on my mind, but I’d like to address why you need to match your voice and tone to the specific audience you’re writing for.
It sounds so easy, right?
But it’s actually hard.
And I think it’s because people sit down to write and they imagine a college lecture hall of readers about to read what they’ve written and it prompts some sort of academic knee jerk response to elevate the language to a tier worthy of a stodgy professor’s tenured opinion.
But… is that who you are writing to?
Maybe we accidentally imagine a boardroom of potential investors pulling apart our words and crushing our dreams?
Maybe we picture CEOs nitpicking our word choice and start writing on the defense, protecting our decisions to cover specific topics with bland language.
It’s natural to experience this.
But, unless your newsletter is actually for those specific audiences, it’s probably time to step back and read what you’ve written aloud. As you do, decide if the words you chose and the way you delivered the message sound more like a formal presentation than a letter from one human to another.
The best way to actually get to the point where you sit down to write and it comes out more… REAL is to talk to people you write to, understand them, and then imagine them as you draft.
If you’re reading this and we’ve spoken before, there’s a good chance I thought of you as I wrote this. (30 minutes before sending it out, by the way. It’s been that kind of week.)
There’s some good stuff in this issue, though. Let’s check it out.
Subscriptions Are Here To Stay, But What Does That Mean For Publishers?
This week’s publishing insights touch on everything from credibility to sustainable growth strategies. Take a look:
- Pew Research Center’s State of News Media offers important insights including the fact that a mere 7% of newspapers aren't sending email newsletters.
- Media companies are looking at newsletters as a means of getting paid subscriptions. Turns out email is beating out social media, SEO, direct, and more. A Media Operator breaks it down.
- If there’s anything the last couple of years has shown us, it’s that credibility matters. What’s New in Publishing examines how publisher credibility creates economic value.
- Is there something you’re doing just because you’ve always done it that way? If so, you may want to reconsider that. Consensus: the publishing industry needs to be innovative and adaptive if it’s going to reach people.
- In this Politico article, Jack Shafer explains what he calls “the paradox of subscriber journalism,” aka it creates more money and fewer readers.
- Matt Lindsay and Abi Spooner recently sat down to discuss creating customer-centric revenue models. Watch the conversation or read the transcript to gain insights into pricing strategy and sustainable growth.