An important rule of thumb when writing to your list is to never apologise. Ever.
If you say you’re going to email every week and disappear for a while, because you’re busy or whatever, then don’t apologise for it. Just get the next email prepared and carry on.
If you make a mistake in an email or get something wrong, don’t apologise for it.
If you word something badly and offend a bunch of people, don’t apologise for it.
Just yesterday a writer in my writer’s circle was talking about adding a page to his website called “my mistakes.” He intended this as a point of diligence and transparency.
“No no NO!” I replied. “My SUCCESSES,” maybe. “My TESTIMONIALS,” maybe.
Magnetic people do not go around apologising for stuff. It just isn’t attractive to potential customers. We all know that Frank Kern has a lot to apologise for, but funnily enough he never does.
You don’t have to be arrogant or offensive about this. But you need to be assured in your own knowledge and materials. Every time you apologise you undermine that assurance.
So stop doing it.