A great newsletter works by you sharing how you think about the world, and not just what you have to sell in this world. Remember, it’s not all about you.

TEST ONE THING AT A TIME

22. Be human 23. Have a checklist ritual

WHY SUBJECT LINES MATTER MORE THAN EVER

In other words,

CHECKLIST RITUAL Check the right to use photos List cleaned Print out for read through Spell-checked Device-checked Email provider check Check it’s the right list Links checked Loading speed checked Subject line checked/tested Test line sent Test sent Pre-mortem*

WHAT GIVES A SUBJECT LINE HOOKINESS? 1. It makes an emotional promise. 2. It creates a curiosity gap. A need to know that drives people to click. 3. It is relevant to the desired customer. Uses words that your people relate to. 4. It appeals to the readers’ self-interests. Tell them the benefit.

Here’s something I wrote to help me find my voice when building my businesses. A lot of this can be applied to your newsletter.

Everyone starts from zero. It’s a tough place, but everyone begins there. But here’s the thing: it takes time to build anything. And newsletters are no different. Many people start diets or exercise regimes and end up quitting. Likewise with newsletters. People start with good intentions, the right strategy, and they fizzle out. They don’t see imme