The success of this newsletter has completely surprised me. I personally hate most newsletters because they don’t feel relevant to me, so when considering this project I spent time really trying to frame the right topic. I think this can be relevant even if you never launch a newsletter on your own.
Set the frame
You can do this for yourself personally or maybe for a company newsletter or both.
Begin by writing a list of topics that you know a lot about.
On a new piece of paper create a coordinate system with frequency on the x-axis and audience on the y-axis.
Pick the topics from the list that you are most excited about. For each topic ask yourself:
- How often does this change/need to be updated? Every minute? Every decade?
- How many people do you think will find this to be relevant for them?
It can work well to discuss these questions with a friend. Place each topic on the map.
Does any of these already fall within the newsletter spectrum (monthly-weekly)?
For each topic ask yourself:
- How can I reframe this core of expertise I have, to be more abstract/general? This is like going left on the map.
- How can I turn it into a specific and concrete application? A way to use it? (going right)
- Will this reframing make the topic relevant for more or less people?