Monday, August 11, 2008

"Relevant and useful content earns trust. And trust sells."

"Relevant and useful content earns trust. And trust sells."

I love this tag line from Bob Leonard's Bolen Communications.

It reminded me of why newsletters are so powerful. Why? Because newsletters that convey a sense of who you are--and that provide relevant and useful content--build trust. And trust sells, just as Bob Leonard says in his tag line. 

Another thing about newsletters. The importance of building trust through relevant, useful content argues against putting a lot of promotional copy in your newsletter. Sales writing may interfere with your building your relationship with your audience.

Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at or sign up for my free monthly e-newsletter.


  1. Susan,

    Absolutely. It's been my experience, both for my own newsletter and blog and those I've done for clients, relevant and useful content gets read. It's not just another sales message. And, after a few issues are published and the trust is established, it bestows expert status on the person or company who's publishing.

  2. Bob,

    Thank you for your comment and providing the initial inspiration for this post!



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