Does your Content make your Readers feel Guilty?

During a recent workshop, I remarked that sometimes health and wellness newsletters make me feel guilty. The two professionals in the room who work in that field were a little surprised.

Of course, no one intends to make their readers feel guilty – or at least they shouldn't. We want our readers to feel positive emotions, like confidence and motivation. Perhaps even to take some positive action.

Do you know how your readers feel when they read your newsletter? Or even before they open it?

Consider how to craft your message so that negative emotions, like guilt and helplessness, are overcome by positive, empathetic ones. Here are a few tips:
  • Use 'we' to show you empathize - instead of 'you' - when it makes sense.
  • Avoid words like 'must' and 'should'. Try 'can' and 'will' instead.
  • Tell a personal story that illustrates your point.

Reread your content from the perspective of your target market. Put yourself in your ideal client's shoes. Are you walking beside them? Or dragging them along behind you?


  1. Considering your content from the perspective of your target market can assure you that your blog will definitely pique their interest. If they somehow find your content offensive, they will never read the whole article. The worse thing is they might discourage other customers to visit your page. Considering your target market's needs and putting it into words that suit them will surely help your online presence grow. Thanks for the tips! :)

    Clwyd Probert

  2. I agree with Clwyd. It’s easier to get your clients' attention if they can see sympathy and understanding from your site and from your posts. In that case, they’ll be looking forward to reading your updates, and might eventually subscribe to your products. Anyway, thanks for sharing your tips! I’m sure they'll be helpful to your readers. Have a great day! :)

    Russell Beck @ 5 Star Brand


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