Lessons From Eleven Newsletters

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38 COMMENTS

(Listen to this post, here.)

Let me ask you a question. When was the last time you were a beginner at something? 

Not a modification or tweak to a thing you already know how to do. I mean a true, green as they come, “no idea which end is up,” beginner.

I’ve tried a few things like that in recent years – golf, Spanish, the obligatory middle-aged-man attempt at playing the guitar.

In all three cases, the experiences were an uncomfortable mix of awkward, difficult, and embarrassing. You know, like serving in Congress, minus the free health care.

But none of these feelings were unexpected. I knew I knew nothing … so I was ready for all of it.

Recently, however (last September), one of those beginner experiences snuck up on me. It happened when I launched a second newsletter, this one on the subject of retirement and what it all means. (You can see it here.)

It snuck up, because I didn’t think I was a beginner.

After all, I’ve been writing this newsletter for more than 25 years. And while it doesn’t quite write itself, at this point, I need just a hint of an opening to climb through and turn it into 700 words worth of something.

But this new newsletter? Totally different experience.

Sure, I know all the logistical ins and outs: setting it up in MailChimp, recording the audio, posting on the web site and social media. But that’s the easy part.

The hard part is the words. And these words were on a different topic for a different audience.

So, with that in mind, and especially if you find yourself in the beginning stages of your own newsletter, I want to share four things you may find helpful as you’re getting started.

#1. Expect to feel like a fraud at the beginning.

“I’m not an expert.”

“Lots of people know more than I do.”

“What if I’m wrong about something?”

I’ve been hearing this kind of thing for a long time from clients and others as they get ready to publish for the first time.

But it wasn’t until I started my new newsletter that I remembered what it feels like to share a point of view on a topic about which you are not yet a recognized expert.

In my case, it was even worse.

Unlike my clients (and probably you), I don’t have decades of experience and/or multiple degrees and certifications in the subject matter. Hell, I’m not even retired – and I’m writing about it?!

But the thing you have to remember is if the topic interests you enough to launch a newsletter about it – let alone a business – you’ve no doubt already taken a deep dive thinking about it, reading about it, talking to people, etc.

You are likely well ahead of your readers on the topic. When you share your point of view, some people are going to find it useful.

So try to ignore the imposter voice in your head. You’re already good enough. And the more you write and publish, the sharper and more confident you will become.

#2. A point of view takes time to develop.

Ask me a question about solo professional marketing and I’ve got a ready response. After all this time, I’ve developed a clear, consistent point of view on the topic. That’s a lot of what makes the writing easy.

But retirement? It’s all new to me. Which means when I sit down to write about a particular aspect, I don’t even know where I’ll come out until I’m finished.

I’m confident the fog will eventually lift and things will solidify over time.

But for now, I find that sometimes, even after I’ve published something, I’m not so sure I agree with what I just wrote. (You’ll be pleased to know that so far, I’ve resisted the urge to send myself a nasty email objecting to my point of view.)

#3. You’ll find your voice as you go.

If your newsletter is just “information,” you’ve got a problem. Even before anyone knew what AI was, the majority of the technical knowledge in your field has long been just a Google away.

That’s why the goal of writing (especially if you are an independent professional or small firm) is to put yourself into it. Not just what you know, but who you are – the authentic voice that makes you, you.

That’s a lot of what your clients are buying and without question the most stand-out-from-the-pack aspect of what you are selling.

Here as well, I thought I had that down cold. But it didn’t take me long to see that my retirement newsletter taps into a different aspect of who I am.

It’s all still me. But it’s like the difference between how you talk and behave around your friends and how you talk and behave around your in-laws. Different subsets of the same person.

When you first start writing a newsletter, you may also find that your voice feels a bit unnatural.

Fortunately, and unlike raising children, the more you do it, the better at it you will become.

#4. Stop planning, start doing.

I didn’t have a problem with this since there are few things I’d rather do than push “send” on a newsletter.

But I see this hesitation so often among would-be publishers that I have to mention it.

After a certain point – and you will reach that point quickly – you’re not making things better by thinking about it, polishing it, asking strangers in line at Starbucks to weigh in on it, or taking one more writing course.

The transition from “good enough” to “excellent” comes from publishing more newsletters, not from continuing to obsess over issue #1.

You can’t get to number eleven until you’ve written ten.

Here’s the bottom line.

I have to admit, I forgot how scary it is to put your thoughts down on a new topic and share it for the world to see.

So don’t worry if you’re a beginner. Everyone you admire started in the exact same place.

It won’t be long before you settle into your own rhythm and things become second nature.

Hmm… maybe I should pick up that guitar again.

Extra Credit

Summarize today’s newsletter in exactly nine words (no AI please!)

Post your answer and read what others have said below.

38 thoughts on “Lessons From Eleven Newsletters”

  3. Kathie Gow

    Michael, thanks for writing today’s newsletter for me (though you didn’t know you were!) I have been thinking I wanted to start writing about writing novels, while the beginner process is still fresh in my mind, but I haven’t even published my book yet. Even though I’m retired and you’re not, I’m interested to read your retirement newsletter, so maybe people who’d also like to write a novel will be interested to hear what I have to say, and can get up to speed a little faster because of the things I’ve learned so far. Thanks!

    Reply ↓
    1. Laurie Schnebly Campbell

      Kathie, DO it! I started teaching fiction writing classes back in 1998, shortly before my first Harlequin Romance came out, because my day job in advertising made it easy to write a synopsis and other writers wanted that skill.

      I liked teaching so much that I kept doing it, moving to other topics, and STILL feel like a beginner every time I introduce a new class. But people are taking these classes as much for the chance to share their work and their struggles as they are for the knowledge you’ll give them…writers pretty much always need encouragement. 🙂

      (And if you’re ever interested in teaching for WriterUniv.com, let me know — you can just click Contact on the webpage.)

      Laurie, hoping to see your name out there one of these days!

      Reply ↓
    2. Michael Katz Post author

      Definitely. The fact that you are just done and as yet unpublished will be helpful to people close to the same place. And once you publish and the accolades come rolling in, you will forget how it feels right now! (Looking forward to the book signing event!)

      Reply ↓
  4. Wendy

    You have noooooooo idea how timely this issue was.

    (Can’t believe that was exactly nine words — and without my usual melodramatic embellishment.)

    Seriously, this was fantastic. I had just woken up in a cold sweat after obsessing all night about just this very topic. (You don’t want to know from it …)

    Thanks a gazillion for this one. I’m going to share it with Ilise’s group today — all 600+ of them, since the “content writing” topic for the last 3 weeks has been about newsletters — how to start them, post them, and most of all the Nike Just Do It! moment about, we’ll, just doing it.

    Reply ↓
  5. Ruby

    Exactly what I needed to read today. Thank you!

    Not a 9-word description of the newsletter, but my expression of gratitude, Michael.

    I feel like a perpetual beginner. In some ways, it can make life more interesting; in others, more scary. :o)

    Reply ↓
  6. Bart Foreman

    Starting something new isn’t for the faint of heart. That’s my nine words. And it never goes as planned which is how we get better. I’ve been writing my e-marketing newsletter since 2004 and it have been an evolution of new ideas.

    Reply ↓
  9. Linda Dube

    Hmmm, maybe start writing my take on home caregiving?
    As others said here before me, your newsletter today was incredibly timely. Thank you, Michael!

    Reply ↓
    1. Michael Katz Post author

      Definitely. You probably don’t even realize how much you know and how helpful that would be to other people.

      Reply ↓
    1. Michael Katz Post author

      Steve, I laughed out loud at your “eight, nine.” Reminiscent of the kid in school who is asked to use the word organization (or whatever) in a sentence as says, “My teacher asked me to use the word ‘organization’ in a sentence!”

      Reply ↓
  14. Brad D

    Stop fretting, get writing, be yourself… you’ll be okay.

    On that guitar? Start fretting, get strumming, be yourself… you’ll be okay.

    Reply ↓

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