Oh hello, you must be here considering whether or not you should start a newsletter! Or maybe you already decided, but you’re not sure what to talk about or how to get people in on it!

Let me start by shamelessly plugging my Flodesk link becuase I stan with Flodesk and think you should absolutely start here. Not only can you send beautiful emails, but you can upgrade and sell your workshops, templates, etc. through here as well! So go ahead and just Get Started On Flodesk For 50% off.

So anyway, let’s get to why you actually clicked on this blog post!

Do I Even Need a Newsletter?

Short answer: yes. Your newsletter is the one place where you own the relationship. Instagram can change their algorithm, people can get shadow banned from you, unfollow you, follow so many other people you get lost in the sauce. Email is yours. So yes, start one.

What Should I Talk About?

This is where most people get stuck and never start. I often get asked, “but I don’t really have recurring clients so I don’t even know what to say.” Let’s not overthink this! The newsletter can be as serious or nonchalant as you want. You could/should use your newsletter to foster AND build relationships with anyone signed up to be on it.

You can just update past clients on your life, while simultaneously building more intimate relationships with potential clients.

You can highlight your services, show past clients how much you loved working with them and how proud you are of them, while simultaneously showcasing your portfolio and client relationships with potential clients!

It’s the same thing you talk about everywhere else — your expertise. But in a newsletter, you get to be longer-form, more personal, and more vulnerable. You can tell stories. You can share behind-the-scenes. You can answer the questions your clients constantly ask you.

Don’t overthink it. If you’re a photographer, write about photography, your process, and the emotions behind the work. If you’re a coach, write about the mindset shifts you’re seeing with your clients. If you’re a service provider, write about what you’re learning in your industry and how it applies to people like your ideal client.

How Often Should I Send?

Weekly.

Seeing your name in my inbox weekly keeps you top of mind. If you send me something once a month I will 100% forget who you are and how I even got on this list. Twice a month is the sweet spot for most people though. It’s frequent enough to stay relevant, not so frequent that people feel like you’re always around (which you kind of do want though).

What Platform Should I Use?

Flodesk. Their templates are beautiful, they’re easy to use, and they make your newsletter actually look like a brand extension instead of a generic email. Plus, they have automations so you’re not manually sending everything.

Who Will Actually Read It?

People who already know you or are thinking about working with you. Your past clients. People who’ve visited your website. People who follow you on social. People you’ve met at networking events. These are warm leads who already have some level of trust with you. And if they come from socials or something as a cold lead, your newsletter will surely warm them up!! That’s the beauty of it!

If you’re a one-time service business (like a photographer or event planner), your newsletter is even MORE important because it keeps you top of mind for referrals, future events, and when they need you again in a few years.

Where Do My Readers Come From?

• Your website (add a signup form)
• Your Instagram bio (link to it)
• Your email signature
• Word of mouth
• Your social media (occasionally mention it)
• Your DMs (when someone books, send them to your newsletter)

Don’t expect to grow huge. A newsletter of 500 engaged people is better than 5,000 unengaged ones.

But I’m a One-Time Service Business…

Even better. Your client gets married once (hopefully), takes professional photos once every few years, hires an event planner for one big event. Your newsletter keeps you in their orbit so when they need you again or when their friends ask if they know anyone, you’re who they think of.

Plus, referrals come from past clients. A newsletter is a gentle way to stay connected without being annoying.

Should My Newsletter Be Advice, Stories, or Tips?

Depends on your service! The best newsletters are a mix. Lead with a story (vulnerability builds connection), share the lesson or advice, then give them a tip they can actually use. End with what you’re offering, or seamlessly plug it into the story or tip. Like I’m juuussttt about to do…..

What’s the Difference Between a Sales Email and a Newsletter?

A sales email is “buy this.” A newsletter is “here’s something valuable, and by the way, if you need [service], here’s how to work with me.” One is pushy. One is helpful with a soft ask at the end. Don’t sleep on sales emails though, they are 100% necessary for certain things!

If you want your emails to be strategic and perfectly on brand, check out Flodesk Field Day — my quarterly Field Day where I go into your Flodesk and design your newsletter template, set up your brand kit, and design/write 3 emails for you (depending on what you’re using it for), and one opt in form! Plus, I will plug the form into your website for you so you can start building that list and sending them emails that make them want to keep reading!!!

Quick Tips to Get Started:

• Write like you talk (not like a robot)
• Share something real every time
• Ask questions so people reply (build that relationship)
• Link to your website or services naturally
• Don’t apologize for selling — you have something valuable
• Consistency matters more than perfection