[Day 2] What's Your Newsletter's Big Idea? 💡
How to Use a Newsletter to Change Careers, Rebrand Yourself & Strut Into an All-New Industry With *Swagger*
Hi! Welcome to Day 2 of our brand-new career training series, “How to Use a Newsletter to Change Careers, Rebrand Yourself & Strut Into an All-New Industry With *Swagger*”—muahahahahaha.
Table of Contents
Day One: What’s Your Newsletter’s Job?
Day Two: What’s Your Newsletter’s Big Idea?
Day Three: Is My Newsletter Idea Any Good???
Day Four: Which Newsletter Software Do I Use?
Day Five: What (The Hell) Should I Write About in My Newsletter?
Day Six: How Do I Make My Newsletter Fascinating, Sticky, Memorable & Sellable?
Day Seven: Write a Hook That’s Stickier Than a Jam Packet
Day Eight: Own Your Voice & Dare to Take Up Space
Let’s dive into today’s lesson! ⬇️
Day Two: What’s Your Newsletter’s Big Idea?
Yesterday, I asked you to consider what the end goal is for your newsletter.
Knowing your end goal helps us to intelligently reverse engineer your strategy…instead of just shooting into the dark. 🔫
If you want to sell destination marketing services, your newsletter’s job is to attract people who work in destination marketing (not necessarily hotel enthusiasts)
If you want to sell an online course to aspiring wedding photographers, your newsletter’s job is to attract aspiring wedding photographers (not product photographers)
If you want to sell your group coaching program for 50+ post-menopausal women, your newsletter’s job is to attract 50+ post-menopausal women (not 35 year old women, lovely as they are)
If you want to sell your quirky, rude, hilarious collection of homemade candles, your newsletter’s job is to attract people who would love quirky, rude, hilarious home decor
And now, trick question!!! ⚠️ If you’re a yoga instructor and you want to turn your wellness newsletter into a product of its own and sell ad space to wellness brands, what is your newsletter’s job??? Is it to attract wellness brands, or is it to attract people interested in wellness? The answer is B: your newsletter’s job is to attract people interested in wellness. Why??? Because in this case, their eyeballs are the actual product. Your newsletter is merely the vehicle. And brands are the ones who are going to pay to reach those eyeballs. But, you aren’t talking directly to them with your newsletter.
Getting clarity here is going to help you SO MUCH when deciding what your newsletter should contain. (And every other decision you have to make in business.)
The really important piece of this? Figuring out WHO IS READING. When you know WHO IS READING, you can better determine WHAT THEY WANT TO READ.
It is much easier to sell something that people already want, rather than try to convince them that they should want it.
So, then we must ask the question: what do they want? 🤔
Your Newsletter Needs a Big-Ass Idea
Most marketers will tell you a regurgitated answer to this question. They’ll tell you that they want three things: 1️⃣ information, 2️⃣ inspiration, or 3️⃣ entertainment.
And, yes, that’s true—to a point.
But, we aren’t just writing some random faceless commodity newsletter that can just as easily be thrown out with the afternoon garbage; we are writing a newsletter that’s designed to help you make your mark in an all-new industry.
This newsletter must help you get noticed.
This newsletter must help earn you respect.
This newsletter must plant you firmly in the industry.
This newsletter must make you the obvious go-to choice for….what???
That’s the question we’re answering today.