"Hello... My name is David."

That's the start of a confirmation email that landed in my inbox last week.

Not surprising, really: I've been pestering Marketing Newsletters for a while now to focus less on the "news" and more on the "letter."

I've also been pestering Marketing to develop a non-neutral writing voice in email newsletters. (We're writing a letter, not reporting a five-car pileup on the freeway.)

But what is surprising is the source of that confirmation email: the New York Times daily news briefing. "David" is David Leonhardt, the newsletter's newly anointed "writer, host and anchor."

Why does the NY Times—which already has 17 million online subscribers—need David to "anchor" a newsletter, like a broadcast show?

Why does a company that built its business on the notion that the NYT brand is more important than any one journalist suddenly anoint a "host"?

Why now? And why should you care?

* * *

The fit is hitting the shan everywhere.

If your business is to thrive in 2020, you've got to show your face. You've got to show up. Lead. Show people who you are.

That's awkward for some bigger institutions accustomed to keeping their communications comfortably colorless and neutral—more brand, less character.

That's why we're seeing too much "dear valued customer" from companies "here for you" during these "unprecedented" times.

And not enough honest empathy. Not enough David.

It's not that we lack humanity or empathy. It's that we aren't used to leading with it.

* * *

Your brand needs a David. Your brand needs an anchor-host, too. 

An anchor to lend credibility and build trust; a host to keep the conversation flowing and to top off everyone's glass. (You good? Need anything?)

And you need it now, because we desperately need credible leaders who show their faces.

The beauty of the New York Times's approach is the balance it strikes between colorless and character. Between brand and David.

It's personable without being personal.

Back to you: Look at your own email newsletter. While you're elbow-deep, rooting around in there, look at all your communications...

And most important: Are you showing up?

🐶 A Personal Post-Script: An uppercase THANK YOU to everyone who wrote after TA #59 to offer condolences on the loss of Abby. I've been so overwhelmed (literally, metaphorically, every-way), that I violated my own rule about responding to everyone who writes in. If you wrote and I didn't respond... I'm sorry. But I read it. I appreciated it. I'll remember your kindness and generosity. Thank you.

* * *

Here are 5 things worth sharing this week.

1. 17 Non-Obvious Copywriting Tips

Copywriting is selling with words. (Not all content is copywriting. But all copywriting is content.)