Writing for the web: a tip from Jim Sterne


After trying to subscribe to Jim Sterne’s newsletter, Sterne Measures, for a month now, the light bulb went on and I realized that I wasn’t going to be able to do it in Mozilla from the e-Metrics Summit site. So I moved over to IE (I really hate IE, but it is useful at times) and subscribed, no problem at all.

It was a double opt-in — the kind where you sign up and then you get an email asking you to confirm your fervent wish and desire to be on the mailing list. So I did the second opt-in from my email box and was very promptly greeted by this new email message:

OK – now you’re subscribed to Sterne Measures.
Thanks for being willing to work so hard.
Here’s the most recent issue: February 28, 2006

What great writing! It felt like he was standing there talking to me. Every bit as great as the auto-response that Jarad Spool wrote me when I signed up for the UIE course.

Sometimes I have trouble writing in this one-to-one style — especially when I’m doing my email marketing, which I find so much harder than blogging. When that happens, I imagine just one person I know who is on my email list, and pretend like I’m writing the email just to her. Later I go back and take out all the really personal stuff, but it helps create that “just you and me” tone that is so vital to the Internet. Remember — leave the Madison Avenue tone to the advertising agencies and find a genuine voice on the web. You’ll create a more authentic site, have greater credibility — and ultimately, convert more browsers into buyers.


Our founder, Robbin Steif, started LunaMetrics in 2004. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a Diamond Award for business leadership. In 2017, Robbin sold her company to HS2 Solutions and has since retired from LunaMetrics.

Contact Us.

Follow Us




We'll get back to you
in ONE business day.
Our Locations
THE FOUNDRY [map] LunaMetrics

24 S. 18th Street
Suite 100

Pittsburgh, PA 15203


4115 N. Ravenswood
Suite 101
Chicago, IL 60613


2100 Manchester Rd.
Building C, Suite 1750
Wheaton, IL 60187