This is the third in a series of posts about the elements of a successful newsletter.

3. Personality

For the most part, people buy from people and not from companies.

That’s something  many salespeople (and many people who don’t consider themselves salespeople but nevertheless run a business) already know.

After all, isn’t it true that you build a relationship with some clients…and it’s these clients who go on to become your best customers?

So that’s why I always say it’s important to inject some personality into your newsletter.

Now…I don’t mean you should splash your picture and your name everywhere. Don’t forget, readers are interested in themselves, not in you.

But it does mean  you should avoid creating a sterile and corporate publication just because you think it might look more professional that way.

So how do you inject personality into your newsletter? Here are some ideas:

1) Include your picture somewhere. Many people already know you from visiting you, so why not continue that face recognition on the printed page? People often respond to faces quicker and easier than they do to names. After all, why do you think most magazines put faces on their covers? Because people can relate to a face. Faces sell.

2) Include a personal column. Write something about your life – your likes and your hates. Don’t go overboard and rant, just give them a taster. The kind of stuff you might share anyway with a client you meet face to face.

3) Include some opinion. If you think something’s a good idea, say so! And if you think something’s a bad idea, say so too! As a service or product provider people come to you for advice, so don’t be afraid to give it to them, particularly if you find that in the face-to-face world people respect and act on your advice.

Personality is important, but it’s vital to do it well.  Write with integrity. Don’t be someone other than the real you.

And don’t overdo it. Remember that people are interested in themselves, not in you.