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People visit your website for the content. So, ideally, you’re giving them content that’s timely, relevant, and useful (and sometimes even entertaining). Deliver and present that content to readers in a professional manner and you have yourself a winning newsletter. Well, almost. Most of you have competitors. There’s no reason why they can’t publish valuable content, too. In fact, it takes considerable skill, innovation, and effort to stand out through content alone (just ask those who’ve managed it). Injecting personality into your publication is one way to give yourself a little edge in the battle for the hearts and minds of the market. You’re probably using your newsletter to “build long-term relationships and a better rapport with customers or prospects.” Valuable content is the foundation on which this is based. Personality is the icing on the content cake. A little dose of personality helps build that reader rapport and adds uniqueness to your publication; it’s something competitors can’t copy so easily.

The right personality can also complement the image of your brand, products, services, or company, essentially reinforcing whatever impression or message you’re trying to communicate. This is all well and good, but what is this personality? No doubt there are various dictionary definitions, but I prefer to think of it like this: If content is what you say, then personality is how you say it. It’s the sum of all the distinctive characteristics that makes your website’s voice and writing unique: your style, tone, humor, emotion, vocabulary, attitude and more.

So how do you give your website the right dose of the right personality? Think of your website as a one-on-one conversation. Just imagine sitting in a coffee shop talking informally with a customer. That’s the starting point for your approach—a more personable and appropriate “human” voice will come naturally. When you picture the coffee shop scenario, you quickly see how inappropriate (not to say ridiculous) some of the more traditional styles of customer communication can sound on a website. Drop the jargon, drop the sales pitch, be as honest as you can, and talk like a human being. Refreshing idea, isn’t it?

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