Building a newsletter doesnโt start with the first word of the first issue. It starts way before that with strategy. Everything from your goals and audience to your tone and format should be a part of the planning process, so that by the time you craft that first word you know whether it fits into the new ecosystem youโre trying to create.
๐ฆ๐๐ฟ๐ฎ๐๐ฒ๐ด๐ ๐ณ๐ถ๐ฟ๐๐, ๐ฝ๐น๐ฎ๐๐ณ๐ผ๐ฟ๐บ ๐๐ฒ๐ฐ๐ผ๐ป๐ฑ
This post of course arises from a recent client request: build a newsletter. Great idea. But before we wrote a single word came some fundamental questions. Who is this newsletter for? What value will it provide? How often will it land?
“Share industry insights” isnโt specific enough. For who? Why? To make decisions about content, tone, or frequency, you need to know your goal.
For my client, it turns out the newsletter would work best as a tool to position them as a strategic resource for a specific professional community. The long-term goal would be to generate partnership opportunities and promote relevant issues.
That clarity shaped everything that followed.
๐๐ผ๐ฟ๐บ๐ฎ๐ ๐ฑ๐ฒ๐ฐ๐ถ๐๐ถ๐ผ๐ป๐ ๐๐ต๐ฎ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ
After strategy comes format. Often consistent sections can help to get concrete with content needs.
A sample format might be three consistent sections: one strategic insight (400-500 words), three curated resources with brief takes, and one quick tip readers could implement immediately.
This format serves multiple purposes. The strategic insight demonstrates expertise. The curated resources position the organization as a connector who pays attention to the field. The quick tip ensures every issue delivers immediate value.
Length matters too. At 600-800 words, a newsletter is readable in under five minutes. With a simple design, the copy is easily scanned.
Plan for the first few issues
To give a newsletter the best chance at success, you need to plan ahead. While it may seem like the exciting new project now, when itโs added to the content mix you risk overwhelm when you donโt have enough in the bank. Plan at least 10-12 solid topic ideas before you launch. Build an editorial calendar three months out that includes both evergreen and timely issues. Block out time to create the newsletter, along with a workback schedule that keeps it from being a panic before every issue.
Before you even start, decide what frequency is manageable. Can you commit to producing 52 newsletters a year, even during busy season? Better to start smaller and then ramp up.
Before launch, plan a quarterly review to assess progress, including topics and feedback.
Your big plan demands big strategy
If you’re thinking about launching a newsletter, start with these questions before you choose a platform or write a word: Who is this for? What value does it provide? Can you sustain this long-term? Everything else follows from there.
Final tip? Share tips! What do you admire most about your favourite newsletter?
I also share these blog posts on LinkedIn โ visit https://www.linkedin.com/in/sbowness/ to connect with me there. Or hire me to help you develop your newsletter strategy and launch!
