How to Create a Good Newsletter
I think everyone with a business should be putting out a newsletter. I’m running one called the “Try Harder” newsletter and it’s been a major part of growing several businesses I’m involved with. Newsletters let you have higher open rates, create a real relationship with your audience, and give them something to look forward to.
But not all newsletters are create equal. Here’s what I’ve learned about putting together a newsletter that your audience will actually want to read.
What’s the Point of a Newsletter?
Before we dive into the “how” let’s talk about the “why”. Newsletters are important because they let you:
- Stay top of mind: Sending a regular newsletter keeps your brand at the front of your audience’s mind, even if they don’t open every single one.
- Build a relationship: Your email list is made up of humans, not just numbers. Your newsletter is a great opportunity to connect on a more personal and regular basis.
- Get outside social media’s limitations: Social media platforms can throttle your reach. With a newsletter, those who want to hear from you are guaranteed to get your message.
Types of Newsletters
Newsletters can range from quick updates to long-form, in-depth content. Here are a few different styles:
- Updates: A simple newsletter that lets your audience know what’s happening with your business or in your community. This can be great for brick-and-mortar businesses.
- Curated Content: Share links to interesting articles, podcasts, or other resources you think your audience would enjoy. It’s a way to add value without creating all-original content.
- Long-form Original Content: This type of newsletter is what I’ve built my “Try Harder” newsletter around. It lets you make a real impact, but it’s also more work to create.
The Right Way (and the Wrong Way) to Write Your Newsletter
The worst way to write a newsletter is to stare at a blank screen each week with no idea where to start. That’s a recipe for your newsletter to fizzle out. Instead, follow these tips:
- Create a structure: Decide on a format that you can repeat each week. For example, mine often features insights on a podcast episode I released that week, or a workout for athletes. Having a format cuts down on creative burden.
- Curate (if you want): If creating tons of original content isn’t for you, it’s okay to share resources from others (don’t just copy and paste, but share your insights on what you find valuable).
Get Them to Subscribe!
Don’t hide your newsletter signup in the depths of your website. Make it obvious! Tell people why it’s worth signing up, and follow through by delivering value. You can hear me plug my newsletter, jared.com, on this podcast and my socials.
Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.
Time-stamped show notes
- [00:00:30] Intro
- [00:00:56] Sign up for my newsletter
- [00:01:25] My experience with newsletters
- [00:03:00] Why newsletters matter
- [00:04:04] Types of newsletters
- [00:05:07] How NOT to do a newsletter
- [00:05:49] Recommended newsletter styles
- [00:09:37] Don’t forget to promote