5 years, 200+ newsletters
Advice on weekly(ish) consistency
I have sent a newsletter nearly every week since 2019. 200+ emails later you might wonder: How could there possibly be anything else left to say?
The truth is, some weeks there isn't. Or it doesn't feel like there is. But I "show up" anyway, not only because it's a pivotal part of my marketing strategy, but also because it's a promise I've made to myself. Part of being a prolific writer(one of my abstract goals from Big Paper Planning Day) is, for me, about keeping this practice alive.
And so today I want to share a couple of hard-earned tips for maintaining a consistent(ish) newsletter habit:
1. Know your strengths and schedule for them
I know that I perform well on a time crunch. Which is why every Tuesday, there is a whole block of carved out time on my calendar just for this. This block isn't about maintaining "perfect focus," which is I think why it worked for me longbefore being diagnosed and medicated for ADHD. In my time block for newsletter writing today, I made blueberry muffins, took a shower, made two cups of coffee, and wrote my morning pages. The key, for me, is in remembering that this is all a part of the process.
Still, this time block is non-negotiable—by the end of it I have to send something. Some weeks, that looks like the briefest of letters, but the expectation of delivery no matter what keeps me engaged and oriented toward flow.
2. Remember why you're writing (and to whom)
On particularly blocked weeks, I sometimes imagine that I am writing directly to one person in my audience. Sometimes it's a new client, other times a friend or a member of The Study.
Focusing in on one person—their experiences, questions, problems, etc.—reliably sparks inspiration, especially if I just open up a page in my Remarkable and start writing them a letter by hand.
At all times, I also try to remember why I'm doing this: Because I am a writer, and because I care deeply about sharing my ideas and experiences with the world. If nothing else, this is reason enough to press "send."
3. Plan for sales
More than any other marketing channel or effort, my newsletter practice has by far the largest measurable, direct impact on revenue. But as a marketing tool, newsletters only work if I reliably know what I'm selling, who it's for, why it matters, and when I need people to make a decision by.
Over the years I've developed a tool called the Sales Planner, and once a quarter I sit down with other members of The Study to lay out content themes, major promotions, launch timelines, calls to actions, and various other touch points in my marketing schedule.
This supports me in answering what I consider to be the most important question when I show up to write this email once a week:
What is my job today?
4. Make space (and systems) for good ideas
Needless to say, these newsletters are not all born out of a Tuesday morning whim. By the time I open up a blank page, I've often got a slew of index cards strewn across my desk, each one a breadcrumb leading me to a greater point. I add index cards to my pile throughout the week, often when I'm a little 🍃 in the bathtub or reading a library book at the park.
I have plenty of ideas in Notion, too—but there's something to an analog process that simply cannot be replaced. Maybe it's the tactile satisfaction of shuffling ideas around until I've got a salient argument, or the way the constraints of an index card force me to distill an idea down to its essence.
Whatever system you decide to use for idea capturing, the key is to stick with it long enough to see how it might be improved. Over time, developing a habit of capturing ideas when they appear builds a catalogue of ideas that show up in both intuitive and strategic ways.
Remember: The goal isn't to find (or buy) a "perfect" system, but to design a prototype you'll actually use, one that works with your natural habits and quirks rather than against them.
Curious, if you want to share: Do you send a newsletter? If yes, how often? If not but you want to, what's keeping you from "showing up"?
I'm all ears,
P.S. I have one spot opening up for my 1:1 retainer service in November. If you're planning an early 2025 launch or want to boost your Q4 sales, let's brainstorm. My retainer is a blend of both strategic consulting and hands-on implementation—in other words, yes, I can help you write copy or design sales pages or repurpose content.
You can also grab a ticket to Creative Cash Flow, a revenue forecasting and pricing strategy workshop I'm hosting on November 12.
Mini Lab: Tools, Trends & Experimental Ideas
In $5 Game, we talk a lot about lead magnets (freebies) and lead products (relatively low cost offers) as a way of growing your email list. As wonderful as these are, don't forget that one of the easiest ways to boost subscribers is to simply invite them.
Before you send your next email newsletter, consider dropping a link to a form (or a ManyChat automation) inviting people to join the list before it goes out. You spend time and energy crafting this resource for your audience—inviting them to join the list beforehand is a way of sharing that wealth!
Bulletins! The latest from members of The Study
From Amber: The holidays are coming...and so is the overwhelm. The good news is you can enjoy the season this year without pulling your hair out.
Merry & Organized is a live "get it done" workshop where you will work on your seasonal planning so you can be the best gift giver, card sender, meal prepper, tradition keeper, magic moment maker, activity coordinator, budget keeper EVER. Plus, you get access to our powerful and robust 2024 Holiday Planner & Tracker which will become your Holiday Command Central. Make the holidays fun again, know that this year you have it all under control. Register here.
From Bonnie: I’m hosting another round of Writing Camp this weekend! If you’ve been looking for accountability & a sense of belonging in your writing, I’d love to see you there! Register here.
From Hannah: Happening every fourth Sunday, join Lauren Taylor for a Get Empowered book circle! Learn more here.
Bored on the Internet?
✷ The aforementioned blueberry muffins — genuinely the best ever.
✷ If you would like to watch several hours of your life pass by without notice, this is the game for you.
✷ There are many things to be excited about re: Notion's latest announcement (offline mode! forms! Notion email!) but these database automations are really standing out to me currently.
Above are some links fresh from my Second Brain inbox. If you want to save them for later in your own Second Brain, be sure to grab a copy of...
Creative people need space to dream and think.
Which is why the Pretty Decent Desktop Organizer won't do that for you. It will, however, open up space in your brain for you to go out and stare at a tree without worrying about forgetting your to-do list.
Ready to streamline your creative life? Grab your copy of the Desktop Organizer here.
Work With Me!
I help artists and subject matter experts get good at the Internet so that you can do what you love for a living. The best way to start is by booking a free brainstorm with me, where I'll help you sort through your zillion good ideas and figure out a least complicated next step: