2 builders who never spoke to each other

Pick a subject narrow enough to own

A newsletter about one tool, one job or one machine recruits subscribers faster than one about a whole field, because the reader can see instantly whether it is for them. Naming the reader and the outcome they want, on paper before any drafting starts, keeps every issue aimed at one person.

The method

1. 01

   Narrow the topic to a specific tool or subtopic rather than the whole field: the tighter the niche, the easier the subscribers come

2. 02

   Narrow the subject to one specific thing your reader is trying to do instead of covering a whole field.

3. 03

   Write down who the course is for, what they want and where they are trying to get to, before drafting any lesson.

4. 04

   Narrow your writing to one subject and put out a weekly newsletter; speaking slots and podcast invitations follow from the consistency.

What it returned

• 2013

  After Justin restricted himself to writing about making and marketing digital products and started a weekly newsletter, invitations to speak at conferences, and to appear as a guest elsewhere, started arriving through 2013 and 2014.

• He started a design-specific iOS newsletter rather than a design newsletter, and his worked example is a list for owners of one particular CNC machine rather than woodworking generally

Sources

• The Freedom LadderJustin Jackson · justinjackson.ca · Keep showing up · undated
• How to grow an audience through curating contentNathan Barry · nathanbarry.com · Make a system · 2018-12-03
• Email Courses: Types, Tips, Examples - Trends.vcDru Riley · trends.vc · What are the 7 top tips for creating an email course? · 2023-06-21