There are many ways to build a strong personal brand and having a newsletter can help you stand out. After all, a well-crafted newsletter allows you to directly communicate your unique value to your audience.
However, personal brand newsletters and marketing or corporate newsletters aren’t necessarily created equal – and that’s where things can start to get a little confusing.
Whether you’re an entrepreneur or a professional, a creative or a consultant, or simply looking to establish yourself as an industry expert, your personal brand newsletter should try and reflect your authentic voice – all while providing value to your subscribers.
Confused? We get it. But don’t despair! We love talking newsletters – and we’re here to help get you started in the right direction.
From content creation to design choices and audience engagement to growth strategies, grab a seat and let’s take a look at all of the bits and pieces (and best practices, of course!) that go into putting together the perfect *chef’s kiss* personal brand newsletter.
Specifically, one that’ll have your audience eagerly awaiting your next issue, spreading the word about your expertise, and opening yourself up for monetization opportunites.
Why newsletters matter for your personal brand
Personal brand newsletters have become an essential tool for professionals and entrepreneurs looking to establish their expertise and connect with their audience.
Think of a newsletter as your direct line to your audience’s inbox. It’s like having a VIP pass to chat with your fans whenever you want; and in a world where social media algorithms change faster than you can keep up with, newsletters give you a lot more control over your message and when it reaches your audience.
A few of the benefits of creating and sending out a personal brand newsletter include:
- Build stronger connections: Your subscribers invite you into their personal space – their email. That’s trust, folks!
- Showcase your expertise: Regular newsletters can help position you as the go-to expert in your field.
- Drive traffic and sales: Got a new product or service? Your newsletter subscribers are your first (and often best) customers.
- Own your audience: Unlike social media platforms, your email list is an asset you control – which means you’re not at the mercy of changing algorithms or platform policies.
- Increased engagement: Email typically has higher engagement rates than social media posts, which leads to more meaningful interactions with your audience.
- Personalization opportunities: Newsletters allow you to segment your audience and tailor content to specific groups, enhancing relevance and impact.
- Measurable results: Email marketing provides detailed analytics that allow you to track opens, clicks, and conversions to refine your strategy.
- Cost-effective marketing: Compared to paid advertising, email newsletters offer a high return on investment for reaching and nurturing your audience.
Getting started with your newsletter
In terms of creating a successful personal brand newsletter, two of the most important things to keep in mind before trying to write your first email or grow your subscriber base are defining your newsletter’s purpose and choosing the right platform for it to thrive.
Without these, you’ll basically be sending out emails in the dark. Let’s take a closer look at each one.
1. Defining your newsletter’s purpose
Before diving into the technical aspects of creating your newsletter, the first thing you need to do is to establish a clear purpose. This foundation will then guide your content strategy and help attract the right subscribers, as well as sponsors (if you’re looking to monetize).
To do this, you’ll first need to Identify your target audience. Where do they hang out online? What do they care about? Are they actually interested in what you have to offer? Make sure you consider demographics, interests, and pain points of your ideal readers – but also take into account things like their daily routines, professional challenges, and personal aspirations. They are humans, after all – not just “avatars”.
Once that’s all set, you can go ahead and focus on determining your niche and your unique value proposition.
A great way to do this is as follows:
1. Pinpoint the specific topics or areas of expertise you’ll focus on
2. Identify what sets your perspective or knowledge apart from others in your field
3. Clearly articulate the value subscribers will gain from your newsletter
4. Consider how your newsletter will complement your overall personal brand strategy
2. Choosing your newsletter platform
From there, it’s about choosing the right platform for your content. But… what even is the right platform? And how will you know once you’ve found it? With all of the different choices and features out there, the decision can be a little more than overwhelming.
And because we promised from the beginning that we were here to help, we’ve actually done a little bit of the homework for you. 🤓 Using some of the most popular platforms out there, we broke down some pros and cons.
1. Mailchimp:
– Pros: User-friendly interface, free plan available, robust analytics
– Cons: Can be expensive for larger lists, limited automation in lower-tier plans
2. ConvertKit:
– Pros: Designed for creators, powerful automation, easy segmentation
– Cons: Higher starting price, limited template designs
3. Substack:
– Pros: Simple to use, built-in monetization options, growing community
– Cons: Less customization, limited marketing features
4. Klaviyo:
– Pros: Advanced segmentation, e-commerce integration, powerful automation
– Cons: Steeper learning curve, can be expensive for larger lists
At the end of the day, when it comes to choosing a platform, it’s important that you consider your technical skills, budget, desired features, and long-term growth plans. Many of these platforms offer free trials – so go ahead test a few before committing to ensure the best fit for your needs!
Putting together a personal brand newsletter
Once you’ve defined your purpose and chosen your platform, it’s time to dive into the meat of your newsletter: the content and design! These two elements combined will be especially important in attracting and retaining subscribers – so (you know the drill by now) let’s go ahead and break them down.
3. Designing an attractive newsletter template
While content definitely matters, a well-designed newsletter takes things up a notch by enhancing and amplifying the actual impact of what you’re sharing.
That said, a well-designed newsletter template doesn’t just look professional – it also enhances readability and engagement, as well as showcases your brand personality and visual identity.
Some key elements of an eye-catching newsletter design include:
– A clear and attention-grabbing header with your brand name and logo
– A clean, easy-to-read layout with plenty of white space (for improved readability)
– Consistent use of colors and fonts that align with your brand identity
– Strategic use of images or graphics to break up text and illustrate points
– Clear call-to-action buttons for any links or offers
– A footer with necessary information, like unsubscribe options and social media links
4. Filling your personal brand newsletter with compelling content
Now, on to the really good stuff. The heart of your newsletter lies in its content. After all, your subscribers are inviting you into their inbox because they believe you have something valuable to offer – and you don’t disappoint them.
With that in mind, it’s important that you develop your content strategy by planning out themes, topics, and a content calendar. Not only does this keep you organized and focused, but it also helps ensure you’re consistently delivering value and not just scrambling for ideas at the last minute.
PRO TIP: Consider creating content pillars: main themes that you’ll rotate through in your newsletters. These can include industry insights, personal stories, how-to guides, or curated resources.
Now, when it comes to types of content to include, variety is key. Make sure you’re mixing up your personal brand newsletter with written articles, infographics, videos, or even audio snippets.
Oh, and as usual: don’t be afraid to repurpose content from your blog or social media! We love repurposing content because it maximizes your efforts and ensures consistency across platforms – just make sure to always add extra value for your newsletter subscribers. This could be an exclusive tip, a deeper dive into a topic, or early access to new content.
Finally, establishing a consistent voice and tone is also crucial for building a strong personal brand. Your newsletter should sound like you – whether that’s professional and authoritative or casual and friendly is entirely your choice to make.
Combined, these two elements – compelling content and consistent voice – will form the backbone of your newsletter’s identity. By focusing on creating compelling content and wrapping it in an attractive design, you’ll be well on your way to sending out a newsletter that your subscribers will look forward to opening time and time again.
Prepping your first send
With your content and design in place, it’s time to focus on building your audience and preparing for your newsletter’s debut.
This phase is important for ensuring your hard work reaches the right people and keeps them coming back for more.
5. Building your subscriber list from scratch
Growing your subscriber list is an ongoing process, but there are several strategies you can try to kickstart your growth. First, start by creating a lead magnet – something valuable you can offer in exchange for email addresses. This could be an ebook, a checklist, a mini-course, or exclusive content that aligns with your audience’s interests – whatever you choose, make sure it’s high-quality and delivers immediate value to set the right tone for your newsletter.
Next, optimize your website for subscriptions. To do this, you can place sign-up forms strategically across your site – this includes techniques like exit-intent popups, slide-ins, or embedded forms in your most popular content. The key here is to clearly communicate the value proposition of your newsletter: what will subscribers gain by signing up? Make this benefit obvious and enticing.
Oh, and don’t forget to leverage your existing social media presence to attract subscribers. Share snippets of content, tease upcoming issues, and explain why your followers should subscribe to your newsletter. You can even consider pinning a sign-up link to the top of your profiles or including it in your bio for easy access.
That way, by consistently promoting your newsletter across various platforms and offering clear value, you can set a strong foundation for continuing to build a subscriber list that’s both engaged and targeted.
6. Promoting your personal brand newsletter
When the time comes to launch, don’t be shy about getting the word out – promoting your newsletter is essential for its growth and success.
A great way to start sharing about your newsletter is through cross-promotion. What does that mean? In short, it’s about leveraging your existing platforms and audience to promote your new offering. So if you have other content platforms like a blog, podcast, or YouTube channel, leverage these to promote your newsletter by mentioning it in your content and explaining how it complements everything else you offer.
Along with that, collaborations and partnerships can also be powerful tools for expanding your reach. Team up with other creators or brands in your niche for mutual benefit – from guest appearances in each other’s newsletters to hosting joint webinars, or swapping content. However, be selective in your partnerships – the key here is to ensure that these partnerships actually align with your brand and aren’t just about increasing numbers.
7. Engaging and retaining subscribers
Getting subscribers is only half the battle; keeping them engaged (and building a community around your emails) is equally important for the success of your personal brand newsletter.
That said, to truly build a community around your brand, it’s important to encourage two-way communication that makes your newsletter feel like a conversation, not just a broadcast. Ask questions, encourage replies, and consider featuring subscriber feedback or questions in your newsletter. Keeping the lines open helps subscribers feel heard and involved, which ultimately fosters a sense of community that strengthens their connection to your brand.
Lastly, remember that building an engaged subscriber base takes time and consistent effort. Be patient, stay true to your brand voice, and always prioritize providing value to your audience. You probably won’t hit 1,000 subscribers in the first week – but that’s not what you’re here for. Whether you start with 5, 10, or 20 people in your list, focus on delivering value and nurturing those relationships.
The ins and outs of creating a personal brand newsletter
WHEW! That was… a lot. But trust us: starting off with the right foot (even if it takes time and effort) will help create a strong foundation that’ll help make the ride feel a little smoother – even if just a little bit.
Despite the challenges and learning curves, the truth is that creating a personal brand newsletter is a journey that requires thoughtful planning, consistent effort, and a genuine commitment to providing value to your audience.
In short: it’s more than just sending emails – it’s about building relationships, establishing trust, and positioning yourself as a thought leader in your niche.
In summary, creating a personal brand newsletter involves…
1. Defining your newsletter’s purpose
2. Choosing your platform
3. Designing an attractive template
4. Filling your personal brand newsletter with compelling content
5. Building your subscriber list from scratch
6. Promoting your newsletter
7. Engaging and retaining subscribers
Whatever you do, always remember that your newsletter is an extension of your personal brand. It should reflect your unique voice, expertise, and perspective, sure – but don’t be afraid to let your personality shine through. After all, authenticity is key to standing out in crowded inboxes.
Lastly, be patient and persistent; building a successful newsletter takes time. Make sure you celebrate small wins, learn from setbacks, and keep pushing forward.
Once all is said and done, your personal brand newsletter can become a powerful tool for connecting with your audience, sharing your expertise, and growing your influence. Oh, and if monetizing your newsletter is a goal for the future – your personal brand newsletter can become a key piece of content to generate income through sponsorships, brand deals, or even affiliate marketing.