"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.