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The personality of the writing itself needs to gel with the other elements of the website, particularly your image, content, audience, design, and objectives. What’s appropriate and what isn’t? Only you can answer that question. Ideally, have people write the content that fits the required personality naturally, who can write as themselves, subject to a few publication-related constraints. If you need to define specific personality “rules” that people should follow when writing or preparing content, then ensure they’re closely defined and easily understood. Then appoint someone to act as guardian, someone who can read the content and spot inconsistencies or aberrations in the personality projected. This kind of defined personality can sometimes better fit the needs, and ensures consistency, even when the writing or production team changes. It also lets you build a personality around some other element of your business (an advertising spokesperson, your product, your CEO, whatever. . .).

You can have as much or as little personality as is appropriate. But what if people don’t like it? You can be pretty sure some people won’t like your tone or style. And that’s a good thing, too. It’s hard to get anyone engaged in your website if you’re trying to be all things to all people. Most importantly, the potential loss of a few subscribers is well worth the additional rapport you’ll have with those who remain. Or you can be very boring, very dry and very safe, and disappear in the morass of your competitors’ offerings.

I’ve also come across websites where tooting your own horn turns into the “let’s talk about me website, and by the way have I told you, it’s all about me on this website.”

You need to find the right balance; small doses of “personal” information tend to work well in terms of relationship building. But be very careful not to overdo it. Be especially careful with the use of opinion. On-topic opinion is a good thing and can be a great content element. But while talking about your dog can, at worst, provoke disinterest, sounding off on unrelated topics can actively offend. Take care, and don’t let a newsletter become anyone’s ego vehicle.

I also enjoy a picture of someone looking friendly and attractive on the website. A human voice can even be better through audio. It is easier to connect with people at a more human level if they can relate to a name or face, whether invented or real. So sign editorials, give authors a byline, or list some names down in the administrative section of each issue.

Take a look at your favorite websites. Sure they’ll have great content, but what else is it that makes them stand out in your inbox? I bet you it’s the voice and personality that does it.

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