3 Steps to Write Newsletters That Build REAL Trust (And Actually Get Read)

If you’re a regular reader here, you know that I write emails for an 8-figure peptide company.

Our recent win-back series brought in $250K+ in September and October. And it was a real team effort. I led the charge of writing the campaign, with our COO and CMO shaping the strategy and our email list manager handling savvy segmentation.

But there’s one more hero behind this success: our daily email newsletters.

They’re out there every day, building trust and connection with our audience—keeping them engaged and coming back.

So right now, there’s nothing more valuable to share with you than the 3 steps we use to deliver the right emails to our audience.

Let’s begin.

1. Lead with this kind of value

I wish I remembered the podcast that gave me this idea.

It goes like this: Value isn’t always about facts and information. It can also mean helping readers see a familiar situation from a new perspective, or inspire a fresh viewpoint.

So when you’re writing about a topic, don’t hold back your opinion. Without your unique take or anecdotes, the email content just feels like rehashed info. One that can be found anywhere online.

And yeah, I get it—being a brand means treading carefully with your opinions. But that’s sort of up to you to find a way to add that personal touch. (It’s worth it.)

2. A great idea is the beginning of a great email

You know, I’ve tried it so many times—taking an average idea and trying to wing it into a great email.

And, well, let’s just say it never works.

And I know that coming up with brilliant ideas every day isn’t easy either. But honestly, the time it takes to polish an average idea… I’d rather come up with a solid one to begin with.

For reference this is what makes an idea great:

• It doesn’t need too many supporting ideas to keep it interesting. It stands out on its own.

• It’s somewhat trending… or at least something your subscribers really care about

• It has a clear arc: a story with a beginning, middle, and end. Think about the pink tax debate, for example. There’s a problem, and now we’re seeing states stepping up to fix it.

(Next week I’ll share an email about how to come up with great email ideas.)

3. Invite the reader into the (metaphorical) room

This is really important.

Make this your first and last step when writing an email.

Ann Handley does it like this: she starts by putting a clear purpose at the top of her document—what the email’s about and why it matters to her readers.

Something like: This email is for people who want to lose weight with intermittent fasting. Their biggest challenge is meal planning. And their biggest concern is spending too much money on a program that doesn’t bring results.

Then, as the last step, when she’s editing her content, she imagines reading it from the ideal reader’s perspective.

Is anything unclear? Is there any advice that seems too hard to follow? Is the email too prescriptive?

This last check can make a huge difference in how your email comes across to the reader.

I hope this was helpful. 🙂 With the BFCM campaigns coming up, you can totally use this info to build trust before you sell.

— Hira

How did you find today’s newsletter? Reply to this email and let me know what stood out to you the most.

About The Founder…

Hi. 👋 I’m Hira, a Copyhackers certified conversion copywriter and email strategist.

I’m also an avid book reader. (Even with two kids, I read like 50-pages a day.)

I like yoga. And I love trash TV.

Last year, I raised $2M for MedTech and nonprofits, working with two agencies. Now, I’m writing daily email newsletters for an 8-figure health brand.

Want to learn more about my work?

Start with the website—there might even be a podcast episode that catches your eye.

Then head over to my guest post on The Copywriter Club and scroll through the insights I shared in HubSpot’s 2024 Social Media Marketing Trends Report.