My company has two very distinct audiences that we talk to. One we can talk to in a highly irreverent fashion and it doesn’t matter too much, in fact it is encouraged.
The other audience though is actually the one that keeps us in business. There is a significant premium on their time and as a result I am extraordinarily cautious when we talk to them and in the way we talk to them. I’m trying to put myself in their shoes, feel their pressures and think about what would be relevant to their day to day life. I think I’m more empathetic than most (thank you many years as a struggling actor) and can usually put myself inside a situation fairly easily. What I find when I’m there though is I don’t know if I really want to hear from my company; if I’m even remotely right, then that has serious ramifications for more than just a semi-regular newsletter.
Do you receive news from people you spend money with? If so, do they make it worth your while? If not, how could they?