1, Share. Don’t just sell.
No one likes a friend who only talks about himself. And no one invites them back to their dinner parties. Sure, you’re doing interesting things. Sure you’re amazing. Sure the world needs to know you exist. But, a great newsletter works by you sharing how you think about the world, and not just what you have to sell in this world. It’s not all about you.
2, The job of the editor is to edit.
This is one busy world. Attention is what you are after. But time is what no one seems to have. If you want people to spend time, their precious limited time, reading your darn newsletter, it’d better be good. So you need to spend a ton of time on it. Find new things. Find old things. Find amazing things. Put the hours in. Get known for finding great likeminded stuff. As their trusted editor, it is your job to find ‘the gold’ on their behalf. So they don’t have to.
3, Make it feel like a place of calm.
Design your newsletter so it is simple and uncluttered. Create a calm space for them to press the pause button. Where you can have a quiet 5 minutes by yourself to be inspired. Calm also comes from having regular features. And a consistent voice. In a world of information overload, less is indeed very welcome thing. Our heads are so full of stuff; your newsletter should feel like an escape from a frantic, frenetic world. That way, people look forward to it.
4, Use the best tools.
I have tried many different newsletter tools, but I find MailChimp to be the easiest to use, the most flexible, and they are forever making it better and better. I also use Instapaper to help me save great stuff that I find. Again, super simple but incredibly powerful.
5, Don’t overuse it.
It’s a great tool. Use it sparingly. The unsubscribe button will tell you if you have got it wrong.
6, Don’t underuse it, either.
Social media is brutal. People forget you pretty damn quick. It’s nothing personal, everyone is just so busy. So how often should I send a newsletter? Well, that’s a tough one. You will just have to find the right balance. But like your car keys, that isn’t always the easiest thing to find.
7, Stick at it.
If you think that doing a newsletter will suddenly transform your business overnight, you may have to think again. But overtime, if you stay relevant and stay interesting, your newsletter will become an important tool for your business. Yes, it will have spurts of crazy growth. But mostly it will just grow nice and steady. The biggest thing you will have over your competition is that you just stick at it, when others have long ago given up.
8, Keep it short.
Get to the point quick. People are busy.
9, Be you.
No one else can be you. Be inspired by others, but don’t follow them. Share things you are passionate about, not what you think will get the most likes. If it matters to you, then share it. Let it come from you. When you write, make it feel like you are speaking. Warts and all. Developing your voice won’t come in just one newsletter, but it will come overtime.
10, Ignore the rules. (Including these ones.)
There are many rules for a making a newsletter, but if you listened to all of them, then you’ll just become like everyone else. The reason you are going to stand out is because you will break some of the rules. Stay true to how your saw it in the beginning. Don’t follow someone else’s formula. Create your own.
The Do Lectures is holding a one-day event called ‘Do Stress’. It will deliver insights, future strategies, and will examine the zeitgeist for ‘human-based companies’ and how ‘work’ is going to change. And what that means for your business?
There will be 10 talks from entrepreneurs, thought-leaders, change-makers and visionaries. As Dan Pink reminds us all: “Talented people need organisations less than organisations need talented people”.
That is why smart companies are creating human cultures, not corporate ones in order to thrive. How you stay ahead in the future is not the same as what kept you ahead in the past.
It answers the question of who leads the way in look after their people, what are they doing, why is it working? How does culture help your business? How does your purpose? How does the design of your office? Even, how you sit at a computer?
How does a human culture prevent burn out? How does it help you win the talent war? And how, just as importantly, does it help you retain your people too. What perks are the most important?
The good news is companies who look after their people are also the best businesses over the long term. Human based companies are the future. So how do you become one? Our one day event is designed to give you the answers.
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