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?