Here’s a mindset for you.

What if your emails (or social media posts) were designed not just to educate, but to build a relationship with people in your audience?

How would it change your writing style? How would it change your tone? How would it change the content of your emails?

My guess is you’d introduce more of yourself into your content. You’d tell more stories. You might even feel like you could relax a little.

You’d probably try to speak the language of your ideal audience. You’d probably write in your own tone of voice. You might even introduce a little personality in your writing.

A scary thing in B2B, I know.

Most importantly, though, you’d begin to think of yourself as an advocate for your audience—looking out for the people you genuinely care to serve.

For those wanting a deeper insight or execution of your ideas, you’d show them how they could pay you for those things. But that’s never the main point.

The main point would be to make people feel something. A connection with you—the real person behind the computer screen.

Yes, you want to give away your best ideas. Yes, you have to flex your expertise from time to time and not skim the surface.

But you want to do that in a way that people can consume: one small bite at a time with occasional deep dives to mix it up.

It’s not the only way but it’s a good way if you plan to publish semi-often and don't want to overwhelm your audience.

So what if everything you did was to further the relationship (not just the transaction)?

A little mindset consideration for you as we wrap up this week.

Safe travels,

—kevin

P.S. Do you like this new email template I'm trying out? Or do you prefer the old-school, smaller text format? Reply and LMK!