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I’m on a mission to get creators, especially creators who look like to focus on building their lists. One way that we can serve our audience is by sending a regular email or newsletter. Today I want to break down what to put in your newsletter and why that actually is the wrong question to ask. After almost three years of sending out a newsletter, I’ve definitely learned through a lot of trial and error what works, what doesn’t and the type of content that lights me up. Here’s a quick and dirty podcast episode to help you get started talking to your community through a branded resource such as a regular newsletter.
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Show Notes
If you’ve been struggling with what to put in your newsletter the following three tips/strategies will help you get started.
What Tool Should You Use?
This is actually the first question you should be asking yourself. The reason why newsletter platforms such as Substack, Beehiiv, Ghost and Kit are so popular is because of the behind the scenes tech connected to the platform. On several of these platforms users have the opportunity to record video or audio directly onto the platform, upload photos and backlink to previous editions of the newsletter.
If you’re thinking that newsletters are solely a text forward experience-you’re wrong. If you aren’t excited about writing content, then being on a platform where you have to write your newsletter…doesn’t make sense and you’ll burn out quickly. Lean into where you show up best. I love writing and audio. Video is my least favorite creative medium even though I do use it from time to time. There have mean moments when I was too tired to type-so, I recorded a video. Or, I planned on uploading video or audio from a guest. The lesson-pick the tool that allows you to create and lean into how you show up best.
What Do You Dislike
When you receive newsletters what are the things that you put you off. Make a list. I’m going to share some of what I dislike.
- Newsletters that don’t stick with the program-If you’re a fashion newsletter, do all things fashion with an occasional off-script moment.
- Boring content that I’ve seen before-Is there a new twist or perspective that you can share that also helps you lean into your business and brand?
- Too many words or too few-Figuring out the right amount of words for your content can be a mix of vibes, analytics and conversations with your community. There’s no right number of words, you eventually get a feel for what works for your community.
- Lack of surprises-If there’s an opportunity to add surprise and delight into your brand-DO. I actually talk about what building surprise and delight into your brand could look like in a previous episode.
Once you have a list of things that you dislike-don’t add that type of content into your newsletter.
What to Put in Your Newsletter
That really depends on the type of newsletter that you’re creating. Here are some suggestions below.
Romance Newsletter
- Serialized mini books-Great way to grab people’s attention. I’m reading one right now and it’s fantastic. Every week or so there’s a new chapter.
- Free books-This one is a tried and true piece of content that grows your list.
- Special gifts or prizes that align with a romance experience-ResortPass gift card, Massages, a travel gift card, romantic dinner giveaway, etc.
Travel Newsletter
- This depends on who your audience is for the newsletter. If you’re focused on travel content creators, curate and share opportunities to help them grow their brands.
- Once a year giveaway an airline gift card
- Partner with a unique location and host and experience there OR giveaway free entries to the experience.
Sit down and dream up the coolest things you do for your audience. What experience do you want to have when subscribing and paying for a newsletter? That’s what you should lean into with yours. Ultimately, have fun with the process and make sure to send out your newsletter regularly. At least once a week. I hope this inspires you to get started and not overthink the process.
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