The unplugged route to better emails

--> Ciao da Bologna

Almost everything will work again if you unplug it for a few minutes… including you. — Anne Lamott

We’re unplugging this week with a week in Bologna

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But unplugging to refresh doesn’t have to be a holiday. Sometimes a quick change of scenery is enough.

When it comes to emails, that means changing topics. If you’re struggling to write, try writing about something different. Something that - right now - is more interesting to you.

I used to be marketing-strict - insisting you needed to write about the things that are the top priorities for your clients, not just what you happen to be interested in.

But the real world isn’t quite so black and white. As long as what you’re writing about is interesting and useful to your readers it’s all good. It doesn’t have to always be a top priority.

In fact, usually as long as it’s interesting it’ll be fine. It’ll keep your readers coming back until you hit on something that is important to them.

And the advantage of writing about what you’re interested in is obvious: you’ll actually do it.

If you find you’re forcing yourself to write about something important, but that’s just not inspiring you: give yourself a break.

Write about something that does inspire you instead. See what happens.

- Ian