I am asked this question almost every day.

And I know it costs people countless of hours and dollars.

Yesterday I had another example of it.

It came from a well-known South Australian business.

All South Australians know this company. They see its marketing plastered everywhere.

I would guess 80% of interstate people would know this company too.

Overseas people?

Well only if they are involved in this industry.

This iconic SA company contacted me for a bit of help.

Their question is a problem for them and for a small ridiculous fee I gave them my take on this.

You may have the same problem so I wish to help you here.

The problem this South Australian business has is: “What to write in their monthly newsletter.”

They showed me an example of what they are doing now.

It was essentially just stuff about their service and how long they have been around.

I have written many newsletters for people over the years and am happy to do so on occasions for myself.

But I felt I had to comment.

I said:

“The best results in your marketing tend not to come from a monthly newsletter.”

“They come from emails which appear more personal and are sent out as often as you have something interesting to say.”

Their newsletter was written giving straight information which will stop people reading past the first paragraph.

People read stuff that is interesting to them not interesting to a business.

Let me explain…

Quite often you wish to tell people how to use your product or service.

Or to tell them you are around.


This is useful – but boring.

The way to get them interested is to tell a story.

Stories can be compelling to read.

Facts and features of your products and services are not.

For example…

My friend Johnno sold a model of one of the first coffee machines which came onto the market.

But people were returning them because the coffee tasted burnt and tarty when drank.

The coffee left a foul odour in their kitchen and in their mouth.

Nobody could understand why because the instructions were clearly written in a brochure inside the coffee-machine box.

But instructions are often bullet pointed & poorly phrased.

And although people said they were following them the machines were still returned.


What if the instructions were written in a more customer focused, friendly way with an alluring headline.

Something like:

“Don’t let your favourite coffee beans go to waste. Discover these 3 tips to make the perfect morning brew.”


“Your well-earned break deserves to be rewarded with a mouth watering Arabic blend. Discover the 4 simple and easy to use techniques on why this… coffee machine is
Europe’s best seller.”

You need to draw people into their world.

You also need human stories to lure people into your messages.

I made two refreshing points to this South Australian business.

  1. Make your marketing more human. People buy from FRIENDS not businesses.
  2. Email your lists more often. But make sure every email is helpful and interesting.

Believe In Yourself

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