… read a story in someone’s newsletter.

It was well written: No jargon, conversational, lots of detail.

All the bases covered in terms of what makes for a good newsletter story.

Except one: It was boring.

It didn’t pass a critical test: “Would I tell somebody this story in this way if we were just sitting together chatting?”

In other words, are you telling this story in your newsletter, blog, presentation, podcast or whatever, because you “need” a story to tell, or because you’ve got something worth telling?

It can be the difference between grabbing my attention and putting me to sleep.