There’s one writing mistake that makes me cringe harder than when I think about the first girl I tried to kiss:

Writing too much about yourself.

Before you grab your Dan Koe-shaped pitchfork and start shouting, ‘I am the niche’…

Let me explain.

Personal perspective content is fantastic.

It’s unique. It’s interesting. It’s 10x more effective at establishing a connection (that’s why ‘always include personal perspective’ is the second of ten rules I give inside Magnetic Emails).

But your content is not about you.

It’s about your reader.

This is where people go wrong.

They share how much effort they’ve put in or how good their course is or how big their audience is without realising no one bloody cares.

As a result, followers don’t become raving fans, emails don’t lead to sales, and their brand and business never quite takes off.

You must learn to talk about yourself…

But with your reader as the hero.

Because self-interest is the most powerful human motivator.

Every email should speak to their problems. Their pains. Their desires. Their goals.

Or, more put more simply, their desired transformation.

Because this is how you get people to pay attention.

The more you serve your audience, the more you become a trusted advisor in your space. You can still write about yourself. And in fact, you should—because nobody can connect with a faceless brand.

But your story is a tool to help people succeed in their own.

Write accordingly.

Kieran