Why Your Newsletter Shouldn’t Be About You (and What to Write Instead)

By Corey C. Walker

Let’s get this out of the way right now: your newsletter is not your diary.

I know, I know, you’ve worked hard on your business. You’ve got new products, exciting updates, maybe even a shiny new office plant. But here’s the truth: your subscribers didn’t sign up to hear about your every move. They signed up because they want something for themselves.

That might sting a little, but it’s actually great news. It means your newsletter has one job: to serve your audience. Once you get that right, your open rates and click-throughs will thank you.

Here’s why your newsletter shouldn’t be all about you

1. Your readers have their own problems.

People open emails to solve problems, not to celebrate yours. If your latest email says, “We’ve been so busy preparing for our annual event,” you’ve already lost them. Instead, think: “Here’s how to make your next event stress-free.”

2. Too much “me” sounds like a sales pitch.

When every paragraph starts with “We,” “Our,” or “I,” it starts to sound like one long ad. And nobody subscribes for ads. They subscribe for value.

3. You blend into everyone else.

The fastest way to sound like every other business in your inbox is to talk about yourself. The fastest way to stand out is to talk to your reader.

So… what should you write about?

Here’s where you turn that “me” energy into “you” energy. Create content that connects, educates, and makes your subscribers feel like you truly understand them.

💡 1. Teach something useful.

Give your audience a quick win. Share a tip, a how-to, or a resource they can use right away. Example: “3 Instagram Reels ideas you can film in under 10 minutes.”

💬 2. Tell stories that relate to them.

Yes, you can talk about yourself, but only if it’s in service of a lesson. For instance: “When I bombed my first webinar, here’s what I learned about keeping people engaged.” Now your experience helps them avoid the same mistake.

🧭 3. Highlight your customers.

Spotlight their wins, share their stories, or showcase how your product solved their problem. It’s social proof and audience-centered content at the same time.

🗞 4. Curate, don’t create.

You don’t have to reinvent the wheel every week. Round up your favorite tools, articles, or industry insights, the things your subscribers would find valuable but don’t have time to dig up.

The secret formula

Here’s the simplest way to plan your next newsletter:

👉 80% value for them 👉 20% update about you

That last 20% is where you can include announcements, new offers, or “we’re hiring!” news, but only after you’ve given them a reason to keep reading.

Your newsletter isn’t a billboard for your brand. It’s a relationship builder. When you write to your audience, not about yourself, you transform your email list from a group of names into a community that listens, clicks, and buys.

Before you hit “send,” ask yourself: “Does this email make my reader’s day better?”

If the answer is yes, that’s a newsletter worth reading.

Written by Corey Walker, co-author of five bestselling Dummies books focused on Instagram, and social media marketing agency owner specializing in growing leads and sales for service-based businesses. Contact me today for a free 15-minute consultation!