Summary

The article discusses strategies for generating content for a new email newsletter, emphasizing authenticity, sharing personal knowledge and experiences, and providing value to the audience.

Abstract

Starting an email newsletter can be daunting, but the article suggests that writing about personal passions and experiences can make the process more natural and engaging. The author, Wesley Van Peer, advocates for vulnerability and human connection, suggesting that sharing one's true self, including personal highs and lows, can create a strong bond with readers. He also recommends sharing learnings and mistakes, as these can be both educational and entertaining. The key is to provide value in each newsletter by teaching, entertaining, or inspiring the audience. Additionally, the article suggests teasing or referring to other content the author creates on different platforms, while avoiding clickbait. Consistency in publishing is important, but so is introducing unexpected topics to keep the content fresh and engaging. The author acknowledges the challenges of maintaining a newsletter but emphasizes the rewards of reader interactions and connections.

Opinions

Writing about topics one is knowledgeable and passionate about is the easiest way to create content for a newsletter.
Authenticity is crucial; readers can detect inauthenticity, so being genuine and vulnerable helps to form a real connection.
Sharing personal experiences, including successes and failures, can be both relatable and educational for the audience.
Providing value through teaching, entertaining, or inspiring is essential for a successful newsletter.
It's important to maintain a balance between consistency in publishing and introducing novel, surprising content to the readers.
Engaging with the audience by asking for feedback and encouraging interaction can improve the newsletter and foster a sense of community.
The author admits to struggling with the newsletter process but finds motivation in the positive responses from readers.

What to Write About When You Start a Newsletter?

Yeah, I’m Struggling Too

Starting an email newsletter is a bit like inviting people to your home for the first time. You want to make a good impression, that they enjoy themselves, and of course that they come back again.

I remember when I first hit ‘publish’ on my Substack page. On the one hand, I didn’t really find it exciting, but I did say to myself: “Well, Wes, I’m curious to see how this will turn out.” And I have been writing an email newsletter for a few months now, but I regularly ask myself:

What on earth am I going to talk about next?

I’ve talked at length about why I started a newsletter, but knowing why you’re doing something and knowing what to do next are two entirely different things. So let’s talk about this together — what do, or should, you write about when you start a newsletter?

Write What You Know (and Care About)

You could simply start writing about topics you know a thing or two about. For example, take something you are passionate about. For me personally, these are things like writing, philosophy, fatherhood, and psychology. I think it’s easiest to write about the things that interest you most.

Be Human, Be Vulnerable

Readers are pretty good at seeing through bullshit. So when I start writing an email newsletter, I think it’s important to appear as ‘me’. I definitely don’t want to come across as ‘just’ a content creator, but just as a person.

The lesson I get from this is that I can actually be more open about what I’m experiencing.

I’m a father with a family, going through his own highs and lows in different areas, a writer going through a unique digital journey just like the rest of the writers on this platform, and there are many more things.

There is nothing wrong with making yourself vulnerable. That actually creates a bond with your readers.

The fact is that I share many of these experiences here on Medium. So why would I through my newsletter? Well, it is also a fact that not everyone on Substack follows me on Medium.

Share Your Learnings and Mistakes

As I just indicated — we experience all kinds of things. We learn every day, so another idea for your email newsletter is to pass on what you learn to someone else. We learn from making blunders, and sometimes they are fun too. This way you can even mix something educational with entertainment.

For example, if I were to write something about figuring out a tough problem at work or what I’m facing with parenting, it’s relatable content that can often teach the reader something.

Provide Value — Teach, Entertain, Inspire

Every time I write something, I ask myself: Is this of value to the recipient? Am I learning something new, making someone laugh, or inspiring him or her in some way?

This is also quite a difficult part because what is valuable to you does not necessarily matter to someone else. But hey, you can’t please everyone, and people subscribe to your newsletter for a reason (unless you add random people who didn’t ask for it). They have complete freedom to unsubscribe at any time.

Maybe it’s a good idea to ask your recipients every once in a while, “Why are you still a member of my email newsletter?” or ask if they would like to give feedback on what they would like to see.

Tease or Refer to Other Content

Imagine that you are not only active here on Medium, but also on other platforms, such as YouTube for example. Then you can also write email newsletters that refer to that content.

You can also tease your audience to entice them so they can’t resist clicking. Make sure you don’t fool them and actually offer what you say. If there’s anything that sucks, it’s clickbait.

Be Consistent, But Not Predictable

I almost vomit the word: consistency. I have come across this advice so many times, and perhaps you have too. I’m also not good at all when it comes to my email newsletter, even though I believe it is important. I think this applies to everything we do that we want to achieve something with.

The ‘experts’ will probably tell you that you should keep a certain schedule so that your audience knows when they will receive something juicy from you again. Sounds pretty logical, I know. I’m just not very good at it with my family life. ‘Unpredictability’ is the keyword here rather than ‘consistency’.

Also, know that being consistent doesn’t necessarily mean you can’t surprise your audience. I certainly think there is charm in serving an ‘unusual’ dish every now and then. Grab something controversial, mind-bending, or anything else that caught your attention that you want to talk about.

Yeah, I find writing an email newsletter difficult. I’m not going to lie about that. There are some days when I have no idea what I’m doing, or I feel like I’m not reaching anyone at all. But there are also times when someone leaves a like or a reply, sends a “thank you” or a certain comment that makes it all worthwhile. Those are moments that count for me.

I’m still figuring this whole email newsletter thing out on my own. But I think it’s good to keep it ‘real’, to be yourself, and to not just give up.

What do you think about this? Let me know in the comments. After all, that’s what it’s all about: connecting with each other.

Consider subscribing to my newsletter, and hey — why not follow me here too while you’re at it (if you aren’t already)?