Ahh, the blank page, the cruelest torture known to man.

As a daily newsletter writer, I’m all too familiar with the battle of the blank page. I feel the emptiness of the page just waiting to be filled. I see the flashing self-doubt, one curser blink at a time. And I’m constantly asking the unavoidable question is this gonna be good enough?

You see, I’m a ghostwriter for the third-largest AI newsletter. I write a monthly newsletter as part of my day job, and I run two other newsletters, one for funny short stories and another for copywriters and anyone who wants to learn persuasion. To say the least, I’m constantly faced with the question, “What the Hell should I write about?”

Fortunately, after quite literally hundreds of times of staring at the blank screen, I found a framework that helps me figure out what to write about, and I’d love to share it with you.

It’s about your audience

Before you write a single word, you really want to consider this question: What does my audience actually care about? After all, that’s the contract they signed. They read your newsletter because you help them solve a problem not to hear about your latest Tinder date (unless you’re a dating coach, then by all means, spill the tea 😉).

I want you to think of your audience like they’re a picky-ass customer at a restaurant. But instead of paying for their meal with money, they pay you with their precious attention. So what does this mean? Give them what they order and keep them happy. But how can you find out what they want to order?

• Dive into their world: Research their interests, challenges, and online habits. Immerse yourself in their world.
• Understand their struggles: What keeps them up at night? What roadblocks are they facing? What do they need help with?
• Cater to their needs: Don’t just tell them what you think they want to hear. Find out what resonates with them and give them that. You’re their waiter, remember.

If you do this well, you’ll figure out the most important compass for guiding your newsletter: what they actually care about.

Problem-Solution Framework

Thinking in a problem-solution framework is the single best way to generate content ideas.

If you look at human nature, your strategic go-to-market leader, people ultimately buy or consume anything to solve a problem. So use your newsletter to solve their problems… that’s ultimately while they’re reading it.

But how do you identify which problems to solve? Well:

• Identify the reader’s pain points: Figure out the specific problems your audience faces. I.E. if you write an investing newsletter, solve investing problems.
• Offer actionable solutions: Don’t just diagnose the problem; provide clear steps to overcome it. That’s how you give value.
• Relate it back to their goals: Show them how solving this problem helps them achieve their big, grand goals. Paint the picture with Davinci detail.

For example, the daily newsletter I write for is all about AI. And the problem I try to solve is how the latest AI news affects their life. Or even this — this article right here, I’m going to repurpose for my copywriting newsletter.

Many copywriters and business owners don’t know what to talk about in their newsletters, and well, this article aims to solve that. (Let’s hope😉)

By thinking in a problem-solution framework, you can easily solve for what topics of what to write about.

Research For News

Spend time searching for relevant news to add to your newsletter.

For many newsletters, your goal is to be the trusted, go-to news source of your topic. And one of the ways to build trust (and an audience) is to share the relevant news that affects their life. “News” is in “newsletter” after all. So what should you do?

• Focus on industry-relevant news: Keep your audience informed about interesting industry developments that affect them.
• Present it in a digestible format: Break down complex topics into bite-sized pieces so they’re easy to consume. Nobody likes stuffy news.
• Offer analysis and insights: Don’t just report the news; explain its significance for your readers.

Tell Stories

Stories are the only medium that transcends time, which is why you should add them to your newsletter.

Have you ever sat down for a good movie and been surprised by how fast time passed you by? That’s the power of a good story, and the exact reason you should add one to your newsletters. Weave stories into your newsletter to make your points stick or use stories to soft-sell a product or service.

For example, here’s a story I wrote for my AI newsletter:

Notice how it just pulls you in like a vortex. That’s storytelling at work. Remember when writing a story:

• Use relatable anecdotes: Share personal stories or case studies that resonate with your audience.
• Highlight challenges overcome: Showcase real-world examples of how problems were solved or how the story relates to your topic.
• Make the learning process engaging: Infuse your content with humor, anecdotes, and relatable examples. Trust me, your readers will always welcome a good laugh.

Tips and Tricks

Call it the inner gamer in all of us, but we all love tips and tricks.

If there’s a shortcut, people want to know about it, because it goes back to problem-solving. If you can save someone time, you can solve a problem. So in your newsletter, depending on your topic, share tips and tricks.

 This could mean if you have a fitness newsletter, maybe write about How to lose weight without giving up pizza (because, let’s be honest, everyone hates cauliflower crust). Or if you have a finance newsletter maybe share investing tips that don’t require a degree from Harvard Business School to understand. (Your readers will likely appreciate the readability). Remember when writing tips to:

• Focus on actionable tips: Provide practical steps your readers can implement immediately.
• Offer time-saving strategies: Help your audience be more efficient and productive. We’re all a bit too impatient.
• Keep it concise and scannable: Break down complex information into easily digestible chunks. In general, the less thinking your reader has to do, the better.

Interviews

If you speak to interesting people, let your audience know.

People love a peak behind the curtain,(Hi Wizard of Oz!) and sharing an interview is a great way to give people that experience.

For example, if you had a newsletter focused on writing and you managed to get an interview with J.K. Rowling or James Patterson — chances are, your audience might be curious about their writing process.

Or if you’re writing a real estate newsletter, interviewing a realtor who has all the best tips to sell in a competitive market just might be interesting to your reader. When adding interviews to your newsletter, remember to:

• Feature industry experts: Interview thought leaders and influencers relevant to your audience.
• Extract valuable insights: Ask questions that uncover fresh perspectives and actionable advice.
• Present it in an engaging format: Consider Q&A style interviews or highlight key takeaways.

Ask Your Audience

The best way to give people exactly what they want is to ask them exactly what they want.

That’s the power of questions, — you ask them and get answers. So consider running a poll, encouraging replies, or offering an incentive for feedback. This way, you know exactly what content you need to ad. Here are some tips on asking your audience:

• Run surveys and polls: Gather data on reader preferences and content needs.
• Encourage interaction: Respond to comments, answer questions, and build a community.
• Offer incentives for feedback: Reward readers for providing valuable input… we all want a reward!

Soft Sell

If you’re a company with a newsletter, don’t forget to soft sell.

Soft selling in newsletters is a tried and true tactic to gain a monetary return. Not only does it allow you to sell ad space, but it also allows you to promote your product or service… which is good — that’s the point of business after all. The key is to never be that used-car salesman nobody trusts. It’s off putting. Instead, offer valuable content first, then subtly mention your product or service as a solution to the problems they just learned about.

For example, read this soft sell I did for a Business Coach I used to write for:

See how it opens up with value and then has a commonsense solution to the story? Do that. Remember when soft selling to:

• Focus on value first: Provide solutions and insights that benefit your readers.
• Position your product strategically: Show how it complements the information you’ve shared.
• Offer a helping hand: Let them know you’re there to support their success.

Lastly, Remember the Reader

The big thing about writing newsletter people always miss is it’s all about the reader… and it always will be.

The truth is, when you ask someone to read anything — you’re asking them to do work. So the least you can do is provide good content and make it entertaining.

You have permission to be goofy, to show personality and most importantly, be real. Focus on making your writing fun and engaging. Break up text walls with bullet points, bold text, or even emojis (if that’s your thing). Use humor (if you’re funny), and be authentic. People can smell forced enthusiasm a mile away.

Nobody wants to be lectured to by someone who sounds like a robot and nobody wants to read a boring newsletter. Here are some practical tips:

• Prioritize reader engagement: Write in a conversational tone so you come off as a friend.
• Maintain a consistent voice: Develop a distinct personality for your newsletter. This will later become your brand.
• Proofread and edit ruthlessly: Ensure your content is clear, concise, and error-free or the grammar police are gonna pull your ass over.

Final Thoughts

If you rely on social platforms for all your media, you’re at the mercy of a platform. However, if you own and curate a newsletter, it gives you control.

So treat your newsletter like a garden. Make sure it’s getting the right nutrients in order to grow, and soon you’ll reap a harvest.

Please like, comment, share and tell what you think! Did this help? Let me know how I got it all wrong, one comment at a time. 😉