I don’t often watch the morning news–rather, I get most of my updates online where I can go at my own pace and focus on the stories that I want to know more about.

But, this morning I was feeling a bit disconnected from the world, so I turned it on in time to see that in the US we’re having a shortage of flu vaccinations.

Of course, this is serious–the flu can be a big problem for people at high risk, and it’s certainly miserable enough for the rest of us.

However, it’s not a national crisis.

And yet, that’s exactly what it was made out to be. The reporters were using words that should be reserved for catastrophes to describe this problem. A problem, yes. A catastrophe, no.

Watching the news, there’s very little sense of priority–most of what they’re reporting on is pretty trivial. And why do the newscasters turn everything into a life or death drama?

Because there’s so much competition.

In order to get your viewing eyes, they think they have to add drama where none really exists, and magnify problems that stand alone.

And here’s why that’s a problem for you and your newsletter.

Your business is no different than a television news program–you face competition for your readers’ attention. You may feel like you need to inflate the importance of an event or product sale in order to get your reader’s attention.

In a noisy world, you may think the solution is to shout louder.

But that doesn’t work. Because, no matter how loud you yell, someone can always yell louder.

Instead of using false urgency, huff-puff language, and overwhelming fear to get what you want, find another way. Find a way that’s in keeping with who you are and what you have to deliver.

Don’t let your newsletter turn into one of those loud late night infomercials. Instead, separate yourself from the pack by gaining readers’ respect and offering them relevant information.

Be yourself, deliver what you’ve promised, and be that fresh approach your readers are longing for. Give them a break from all the shouting, and they’ll reward your efforts.