Start by taking a look at how many versions of “YOU” your email has.
Remember, we’re all looking for “What’s In It For Me” when we open an email (or any other piece of information).
But that doesn’t mean we want the writer to talk AT us. We want a reason to get involved, to make a connection.
As you create messages for your subscribers you’ve got to let them know there’s a real live person, who cares about and even shares their problems and has some insights into how to fix those problems.
Telling stories – your own or by putting a local “spin” on national or celebrity news stories – draws your reader in.
Don’t be afraid to reveal a bit about your beliefs, habits, family & friends, in addition to the inside scoop on your business. Will you offend or drive some subscribers away? Probably.
But those that stay will be a much better fit for you. Many of us believe life’s too short to mess with people who don’t “get” us so start letting your prospects and clients get to know you better.
Do you have an ideal customer? 
One you wish you had a dozen just like? Well write to them. Use their name while you’re drafting, get a picture of them and keep it near your screen. Write to them like you’d talk to them when they come into your shop or you see them at the local Starbucks.
If you don’t have one perfect customer, take time to build a composite. Give them a name, an age, sex, marital status. Dress them, know what kind of job they work at and what they like to do with their time off. Find a photo and paste it up near your computer display and write like you’d talk to them.
This isn’t some wooowooo exercise you can just blow off. If you want to write engaging emails that keep customers coming back for more of your services, you need to know who they are.
