What to actually write in a newsletter, week after week

Starting a newsletter is easy. Sending the fourth one is where most people stall. The welcome emails are written, the freebie is out there, and now it's Tuesday night and you have nothing.

This lesson fixes that. By the end, you'll have a simple format you can reuse every week, a handful of email types to rotate through, and a way to collect ideas so you're never starting from zero.

A newsletter is just the regular email you send to everyone on your list. It doesn't need to be long or polished. It needs to be useful and it needs to show up.

The short version

• Use the same simple format every time so you only have to fill in the blanks.
• Rotate through a few types of emails, like a tip, a story, a question, or a roundup.
• Keep a running idea list so the topic is already picked before you sit down to write.

Use a repeatable format

The hardest part of writing is deciding what shape the thing should be. So decide once.

A format is the same basic structure you use every time. Readers like it because they know what they'll get. You like it because half the work is already done.

Here's a simple one that works for almost any subject:

1. A short opening. One or two sentences about what's on your mind this week.
2. The main thing. One tip, idea, how-to or answer. This is the meat.
3. One extra. A link, a quick note, or a small thing you noticed.
4. A sign-off with a question. Ask them to hit reply.

That's it. Four parts. Some weeks the main thing is three paragraphs. Some weeks it's ten. Either is fine.

Rotate through a few email types

You don't need a brand new idea every week. You need a short menu to pick from. Here are seven types that work for beginners:

1. The tip

One useful thing they can do this week. Explain what it is, why it helps, and how to do it. Example: "Before you list anything online, take photos in daylight near a window."

2. The mistake

A common mistake people make in your subject and what to do instead. These are easy to write and easy to care about, because nobody wants to make the mistake.

3. The answer

Someone asked you a question. Answer it in the email. If one person asked, others are wondering too. Don't share who asked unless they say it's okay.

4. The behind-the-scenes

What you're working on, what's going well, and what isn't. Be honest about the parts that are hard. You don't need to share private details or numbers.

5. The roundup

Three to five helpful things you found this week, with a sentence each on why they're worth a look. Only include things you actually read or used.

6. The opinion

Something you believe about your subject that others might not. Explain why. Keep it respectful. Disagreeing with an idea is fine. Picking fights with people isn't.

7. The heads-up

You made something, or you're recommending something. Say what it is, who it's for, and who should skip it. If you earn money from a link, say so plainly.

A newsletter doesn't need a new idea every week. It needs a useful one.

Keep a running idea list

Ideas show up at bad times. In the shower, in the car, in the middle of a meeting. If you don't catch them, they're gone.

Keep one place for them. A note on your phone works. So does a Google Doc. Every time you have an idea, a question comes in, or you notice something, write one line.

Good places to find ideas:

• Replies from readers. Every question is a possible email.
• Things you're learning. If you just figured something out, someone a step behind you wants to know.
• Questions you see elsewhere. Comments, forums and conversations with friends.
• Your old emails. A tip you sent months ago can be expanded, updated or turned into a how-to.

When it's time to write, open the list and pick one. The topic is decided before you even start.

A simple writing routine

Writing on a schedule is easier than writing when you feel like it. Here's a plain routine:

1. Pick a day and time. The same one each week. Put it on your calendar.
2. Pick the topic first. From your idea list, before you open your email platform.
3. Write a rough draft fast. Don't fix anything yet. Just get it out.
4. Take a break. Even ten minutes helps.
5. Edit once. Cut words you don't need. Read it out loud. Fix anything that sounds stiff.
6. Schedule it. Most platforms let you pick a send time in advance.

If you can, write two emails in one sitting on good weeks. That gives you a spare for the weeks when life gets in the way.

Writing subject lines that are honest

The subject line is the short line people see in their inbox before they open your email. It decides whether they open it.

Keep it plain and true:

• Say what's inside. "Three things to check before a yard sale" tells people exactly what they'll get.
• Keep it short. Long ones get cut off on phones.
• Skip the tricks. No fake "Re:" or "Fwd:" at the start, no false urgency, no clickbait. Tricks might get one open. They cost you trust every time after.

Honest subject lines are also part of the basic US anti-spam rules. More on that in the next lesson in this track.

Do this next

• Write down your four-part format and save it as a template in your email platform.
• Start an idea list on your phone or in a Google Doc with at least ten ideas.
• Pick one day and time each week to write and put it on your calendar.
• Write your next newsletter using one of the seven email types.
• Write an honest subject line that says what's inside.
• Ask one question at the end and read every reply.

Pick a format, fill in the blanks, hit send. Repeat until it's boring. Boring is how it gets done.