Email changes people.
The moment they open an email editor, they stop sounding like themselves and start sounding like a company.
Sentences get polished.
Opinions get softened.
Everything turns vague.
This lesson exists to pull you back to how you actually think and speak.
The reframe: email is thinking out loud
Email works when it feels unfinished.
Not sloppy, just real.
You’re not broadcasting.
You’re continuing a conversation with someone who already said yes.
If you’ve ever felt stuck thinking “what do I even write?”, How to Talk About Your Offer Before You Feel ‘Ready’ explains why clarity usually shows up after you start writing, not before.
Why brand voice usually hurts email
“Brand voice” is useful on websites.
It’s usually harmful in email.
It creates distance.
It removes context.
It flattens personality.
Email works because it feels like it came from one person to another.
If you’re worried about sounding inconsistent, How to Keep Your Brand Consistent Across Web + Social helps clarify where consistency matters, and where sounding human matters more.
What to actually write about
You don’t need clever topics.
You already have material.
Good emails often come from:
something you noticed while working
a mistake you made and fixed
a decision you changed your mind on
a question someone asked you
These are demonstrations, not performances.
If you feel pressure to chase formats or trends, Platforms Change, Principles Don’t reinforces why useful observations outlast tactics.
How selling fits without feeling awkward
Selling feels uncomfortable when emails exist only to sell.
When emails are already useful, selling feels like the next logical step.
You’re not switching modes.
You’re continuing the same conversation.
If you want a clean mental model for this, The 3-Part Content Strategy for Coaches: Free, Paid, Evergreen explains how usefulness and selling can coexist without tension.
Frequency matters less than trust
You don’t need:
a perfect schedule
frequent sends
complicated plans
You need emails that people don’t regret opening.
One honest email beats five forced ones.
Bottom line
If your email sounds like something you’d never say out loud, rewrite it.
You’re not building a brand in someone’s inbox.
You’re building familiarity.
And familiarity is what makes everything else work.