Ever notice how some emails feel like they could have been written by anyone? Polished, professional, maybe even helpful – but missing that spark that makes you stop, engage and actually want to reply?
You’re not alone. Keeping a list engaged can be tricky. People are busy, inboxes are full and since the introduction of AI there’s more content getting created faster than ever before?
So how do you stand out?
You double down on the one thing that no one else has… you.
People don’t buy from faceless emails. They buy from people. Trust matters. Personality matters. You matter. And when your emails sound like you – your quirks, your energy, your way of speaking – you build connection in a way no template or tool ever can.
Trust is a critical part of the buying cycle. Before someone ever pulls out their wallet, they need to know you, like you, and trust you. But here’s the thing…people don’t just trust logos or slick company copy – they trust people.
That’s where your personal brand comes in. Every email you send is a chance to show who you are, what you stand for, and how you show up for your clients.
So how do you make your emails more human and more YOU?
Step 1 - Be Unapologetically You
You’re unique. Truly. Nowhere else in the world can someone buy from you or work with you. You are at the core of your brand, your products and your services. They came from you, and so too should your marketing.
This is especially true for coaches and speakers – you are your product. Get out there and let people hear you…the real YOU.
Use your own language, your own words, your own idiosyncratic vocabulary. It’s what your audience wants to hear.
Whether you’re writing it yourself or using AI to assist you, don’t let your own voice and style get lost. Keep your quirks. If you’re a conversational communicator in real life, keep your conversational tone. If you’re quick witted and quirky, let that come through in your copy.
Make sure your marketing feels like you, sounds like you, speaks like you. If you read it back and it feels a little bit off – even if it’s technically perfect – then it is off! Give it another run through, edit it and add a bit more “you”.
Step 2 - Be Consistent
In email marketing, we always talk about consistency in terms of scheduling – making sure the newsletter goes out at the same time every week, fortnight, or month. But what about the consistency of the content itself?
If in one newsletter you sound like a bit of a geezer, coming across like the friendly bloke in the pub, ready to share his wisdom over a pint – and then the next, you’re a polished business writer, using terms like ‘synergy’, ‘aspects’, and ‘pivoting’ then your readers are going to sniff a rat. And they’re not going to like it.
You’ve built up a following by being genuine, so stay genuine. Be consistent with the way you write and the things you say – because that’s human.
Keep your style, your tone and your personality consistent and you’ll start to build trust. And trust is a big step towards becoming a customer.
Step 3 - Share Your Own Unique Perspectives
One common mistake I see made time and time again is thinking that sending something is better than sending nothing.
And it kind of is… but only if that something is still true to you, your brand and gives your reader value. Makes them feel it was worth their time.
Sometimes, in the rush to get something out the door, we can find ourselves regurgitating the same old, same old – things they’ve heard a million times before with no unique angle, spin or value added.
But they don’t just want information, information today is easy to come by… they want value. And value comes from sharing your own unique perspectives, stories, opinions, ideas and unique spin on things.
When you genuinely think of something to say, when you have something to tell that adds real value for your customers, then it’s time to say it (or time to bank it for later!).
Step 4 - Use Strong Personal Branding
It’s not just about the words. Your emails are composed of so many little parts of your business, and it’s important that your brand stands out in each and every one.
Keep every email “on-brand” with your brand colours, logos and a fairly consistent layout and “feel”. Mix your words up with some photos of you, your team, your offices, your products…. Add a video here, and a soundbite there.
Make your emails feel like you and your company, following your values, and displaying your brand identity.
And sign off with a photo of yourself. This will help you to build trust – and stand out!
Step 5 - Train Your AI To Sound Just Like You
Despite what it may look like, not everyone is using AI – and if you’re still personally writing your emails, that’s totally fine. But AI can make things quicker, easier and cheaper to produce…if you do it right.
If you plan on using AI to help you generate content, writing some outlines for you, or chucking out that first draft, then great! But teach it who you are.
Training your AI is about spending the time to learn the finer nuances of your chosen tool. Create an account and log in every time to make sure it learns about you. Go through the settings and tweak it to fit your needs. And choose an AI model that has memory between sessions.
If you’re using ChatGPT you can create Custom GPTs. Upload your target market research, your key messaging, your product and service information and give it examples of your writing style.
When you train your AI, you get better, more consistent results – and they will start to sound like you. A well trained AI can get you pretty close – but adding that final human editing touch can really help to bring out your voice.
A Human Consultation with Me, Nathan Littleton
What could be more human than a head-to-head chat? I’m Nathan Littleton, and I’m here to work with you to get your email marketing to perform at its absolute best.
Book a free initial consultation today, and let’s talk about how to make the most of the tools available to your business.
