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1/ Since founders often ask about the @CBinsights newsletter often as they're interested in starting their own, here are some thoughts
2/ Subject lines matter a ton.
They are the headline. They matter a lot.
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
— David Ogilvy
They are the headline. They matter a lot.
“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
— David Ogilvy
3/ Some ppl whine about our subject lines (yet many stay subscribed)
It's all about getting you to open
Three yeard old post here which details some of the math behind this https://www.cbinsights.com/research/team-blog/newsletter-headlines/
It's all about getting you to open
Three yeard old post here which details some of the math behind this https://www.cbinsights.com/research/team-blog/newsletter-headlines/
4/ The @CBinsights newsletter fits the 10 year overnight success description
It took us like 5 years to get to 10k subscribers
Now we have 600k
The key is to write every day (or at some regular cadence)
You don't get it? What?!!
Subscribe here - http://www.cbinsights.com/newsletter
It took us like 5 years to get to 10k subscribers
Now we have 600k
The key is to write every day (or at some regular cadence)
You don't get it? What?!!
Subscribe here - http://www.cbinsights.com/newsletter
5/ So lesson 1 is put in the time and write a lot
Second lesson is write like a human
In B2B, the content is so god awful that if you just write like a real person, it works
It's that simple
In B2B, the bar is sooo low
It's wonderful
Second lesson is write like a human
In B2B, the content is so god awful that if you just write like a real person, it works
It's that simple
In B2B, the bar is sooo low
It's wonderful
6/ Lesson 3 - say things ppl in the industry think that they don't say
Unicorn valuations are not real and founders use them to manipulate employees - yup
People have been calling the bubble for 10 years. They're full of isht - yup
This creates trust and ppl respond to this
Unicorn valuations are not real and founders use them to manipulate employees - yup
People have been calling the bubble for 10 years. They're full of isht - yup
This creates trust and ppl respond to this
7/ Be good with offending some people
There are lots of snowflakes out there
We nonw offend someone every day cuz ppl like being offended these days
F^ck those people is all I say
If you're not pissing someone off, your newsletter is boring
There are lots of snowflakes out there
We nonw offend someone every day cuz ppl like being offended these days
F^ck those people is all I say
If you're not pissing someone off, your newsletter is boring
8/ This doesn't mean being mean
There is a fine line between irreverence and humor and being mean
Don't be mean or mean-spirited
You can call it like it is but don't have to call out any individuals typically
There is a fine line between irreverence and humor and being mean
Don't be mean or mean-spirited
You can call it like it is but don't have to call out any individuals typically
9/ Once you get them to open with a good subject line, the content has to deliver
Every day
Newsletter subscribers can always unsubscribe
They're letting you into their inbox daily and gifting you their time so respect that
Every day
Newsletter subscribers can always unsubscribe
They're letting you into their inbox daily and gifting you their time so respect that
10/ Make it visual
"A picture tells a thousand words" and all that good stuff
Market maps, animated gifs, etc - whatever works in your world
"A picture tells a thousand words" and all that good stuff
Market maps, animated gifs, etc - whatever works in your world
11/ I don't think roundups of news or articles works long-term
Yes - they're useful but don't think being a curator on its own is a great way to build a large, engaged newsletter base
Have and offer a perspective on the world in whatever are you play in
Yes - they're useful but don't think being a curator on its own is a great way to build a large, engaged newsletter base
Have and offer a perspective on the world in whatever are you play in
12/ Balance selling vs providing value
I think we @cbinsights provide too much value tbh (given how many consultants use our free stuff and charge for it)
But if the NL is how you create trust, err on the side of creating trust
I think we @cbinsights provide too much value tbh (given how many consultants use our free stuff and charge for it)
But if the NL is how you create trust, err on the side of creating trust
13/ Write shorter sentences
Long, blocks of text are imposing
And they scare folks
Shorter sentences
and statements are better
Read Ogilvy on Advertising
It's hugely valuable
Long, blocks of text are imposing
And they scare folks
Shorter sentences
and statements are better
Read Ogilvy on Advertising
It's hugely valuable
14/ Put in some Easter eggs for your loyal reader
The "I love you" in @CBinsights newsletter started as a joke to see if folks were reading
And people responded to it
These little "inside jokes" help keep your most loyal peeps engaged and feeling like insiders :)
The "I love you" in @CBinsights newsletter started as a joke to see if folks were reading
And people responded to it
These little "inside jokes" help keep your most loyal peeps engaged and feeling like insiders :)
And in B2B which is so insanely boring, these things might even get you some media attention
https://www.fastcompany.com/3061344/how-emailing-i-love-you-translated-to-1-million-in-data-analysis-revenue
https://www.fastcompany.com/3061344/how-emailing-i-love-you-translated-to-1-million-in-data-analysis-revenue
16/ Damn, this tweetstorm has lots of typos
Crap
Crap
17/ Lists and bullets are another way to make text digestible and tell folks what is important
Make it scannable
Make it scannable
18/ Design is great but your NL won't win cuz it is prettiest or looks coolest
It's all about the content ultimately
Our newsletter format was an off-the-shelf Mailchimp template I'd massacred for like 9 years
It was pretty shitty cuz of my doing
But it didn't really matter
It's all about the content ultimately
Our newsletter format was an off-the-shelf Mailchimp template I'd massacred for like 9 years
It was pretty shitty cuz of my doing
But it didn't really matter
19/ Our newsletter goes out from people's names vs CB Insights
Not sure this is normal or the right practice but we optimize for open rates and this works for open rates
People like hearing from people I guess vs "engaging with brands"
Not sure this is normal or the right practice but we optimize for open rates and this works for open rates
People like hearing from people I guess vs "engaging with brands"
20/ We try to send the newsletter at around the same time every day but I'm not sure this matters
If your content sucks, it really doesn't matter when people receive it
Optimize for great content first
Once you have that, do all the fancy isht with data you can dream of
If your content sucks, it really doesn't matter when people receive it
Optimize for great content first
Once you have that, do all the fancy isht with data you can dream of
21/ Last thing for now
When you say something that is a bit too irreverent, your unsubs will go up
Try to ignore this if you can (it's hard for me tbh)
And instead look at growth in a week or a month
If playing the long game, those NLs are the ones that get forwarded the most
When you say something that is a bit too irreverent, your unsubs will go up
Try to ignore this if you can (it's hard for me tbh)
And instead look at growth in a week or a month
If playing the long game, those NLs are the ones that get forwarded the most
23/ most ppl who reach out to me and start NLs quit.
This from HN is about blogging but 100% applies to building your NL
https://news.ycombinator.com/item?id=23206760
This from HN is about blogging but 100% applies to building your NL
https://news.ycombinator.com/item?id=23206760
24/ btw, one of the best NLs I get right now is from our auditor
It doesn’t have a voice, etc
In simple English, it breaks down the myriad govt small business programs
It’s timely and makes the complex digestible. Highly valuable and prob saves us $$
It doesn’t have a voice, etc
In simple English, it breaks down the myriad govt small business programs
It’s timely and makes the complex digestible. Highly valuable and prob saves us $$
25/ I mention the auditor NL as it’s the polar opposite of @CBinsights and yet it still works.
In fact, I read the shit out of everyone
Translation: There is no playbook or formula. Following “best practices” blindly is what folks seeking to be average do.
In fact, I read the shit out of everyone
Translation: There is no playbook or formula. Following “best practices” blindly is what folks seeking to be average do.
26/ people interested in writing NLs reach out and worry abt stupid shit
- What about information overload given the growth in NLs?
- What time should I send it?
- Is $9.99 too low or too high a price?
This is like spending hrs on printing biz cards and on logos vs starting
- What about information overload given the growth in NLs?
- What time should I send it?
- Is $9.99 too low or too high a price?
This is like spending hrs on printing biz cards and on logos vs starting
27/ Just f'n write your NL
Info overload - who cares? Ppl can just unsubscribe from NLs they don't want. If yours is good, they'll keep it. If it sucks, they'll hit that unsub link
What time to send - How about you just write and send?
On price - 0 x any price = $0
Info overload - who cares? Ppl can just unsubscribe from NLs they don't want. If yours is good, they'll keep it. If it sucks, they'll hit that unsub link
What time to send - How about you just write and send?
On price - 0 x any price = $0
28/ Most folks who ask these ?s aren't really going to start a NL (or anything)
This is pretend work
My other favorite ? is:
"Should I go on Substack? Cuz if I make $100k, Substack would take $10k."
People making $0 with their NL today really shouldn't be worried about this
This is pretend work
My other favorite ? is:
"Should I go on Substack? Cuz if I make $100k, Substack would take $10k."
People making $0 with their NL today really shouldn't be worried about this
29/ other newsletter tip that will make your NL (and most writing) better
“Say the same thing with 50% less words”
Concise and precise is
“Say the same thing with 50% less words”
Concise and precise is
