We all believe that because we have something positive happening to us in our business, others will want to share in that happiness. The reality, however, is somewhat different.

Your email marketing message is not only competing with your nearest traditional competitor, but with low cost airline offers, credit card statements … and even the odd viral joke.

Truth be told, unless you have something that connects with me and is a compelling or quirky read, I don’t have time for you!

The answer is to find stories that engage with the audience. Try asking your sales force what big question your customers keep asking and use that as your first story.

Create a link with your audience by connecting the second story (even if it is about your new product) with something topical in the news; say recession or high oil prices. Perhaps your product can save us money in these hard times?

Finally, end with a story that is quirky and shows a human side to your business, like an interview with a member of staff or someone that people talk to on the phone but never get to meet.

The key is to connect with your audience and remember when creating your content it’s not about you, it’s what is in it for me!