In early 2019, I had spent a year developing a bag and only had an inkling of the business I'd build around it.
A friend challenged me to write a newsletter to share what I was doing.
Now, I didn't think I was any good at writing, and am utterly miserable at correspondence. But, I did agree that a business probably should have a newsletter.
And somehow, goodness, this 'should do' has become one of the things I most enjoy.
To celebrate the fairly notable milestone of 200 newsletters, I decided to share 30 lessons I've learned and wished I'd known at the start.
Some big, some small. Some technical, some more inspirational.
Hopefully they're of use to you.
20 LESSONS
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Start with the end. What do you want the reader to walk away with?
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The energy you have is the energy you'll convey. Write when you're at your strongest in the day and week.
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People are busy. Their time is a gift. Make it worth their while.
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Sharing personal insight and experiences (stories!) are what resonate and speak to shared truths. Even a widget can be made exciting.
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We naturally avoid expending energy. Use large fonts and high contrast colours so everyone can read with ease. Design for a 90 year old.
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Give more than ask. This is a slow game and richer for it.
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An unsubscribe is likely forever. But it typically takes a while for someone to decide your content wasn't right for them. You have many opportunities to shine.
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Cut, cut, cut. Short and simple means they'll actually read it, understand it and remember it.
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Some days are off days, other days everything just sings. Such is life. Practice makes it easier.
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Don't share a fact when you can tell a story. You have the opportunity to captivate and transport, just like you would do at a dinner table.
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Involve the reader when possible. It's more fun — and beneficial! — for everyone.
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If you have butterflies when you hit send, it means you've written with care.
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Find a way to make your content evergreen. Re-share on Substack, Medium, your own blog. And everything should direct people to sign up to your list.
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Keep paragraphs and sentences short. But mix it up. Pacing is a secret ingredient.
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Assume people might skim. Be sure important bits are repeated in the captions, postscript and stylised text.
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Unsubscribes are a part of the game; focus on those who your message is resonating with most.
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Repeat important messages week after week, in new and creative ways. Some people will read every email, most others will miss weeks — and that important message.
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You're not just writing. You're crafting content, altering perceptions and directing a message.
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Segmenting audiences can be a headache for a team of one, but the return can be huge.
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This is your email. You can keep changing everything until it works for you, and for your audience.
And lastly, there's this:
If you're going to go for it, go for it.
