Great content can take your audience on an epic, entertaining and enriching journey.
Lousy or lazy content, however, will do more damage to your brand than having no content at all.
To make your messaging compelling instead of repelling, avoid these three harmful content creation sins:
1. Avoid generic [Your Name Here] content.
An email with a first name is not a personalized email.
If you are sending this type of “personalized” email, stop right now. Nobody sees their name on an email and thinks, “Oh, this message was handcrafted just for me!”
Even if the reader is momentarily duped, the excitement will quickly wear off if the rest of the message has nothing to do with his or her interests or industry.