Is a newsletter something for you? 4 questions that will give you the answer
Most articles about newsletters start by telling you that you need one. This one starts somewhere else: with whether it makes sense for you at all.
Because a newsletter isn't the answer for everyone. However, it is the answer for far more people than those who actually have one.
Here are four questions that will give you a clear picture. Go through the four questions below. The only requirement is honesty.
Question 1: Do you have something to say to the same type of person over and over again?
A newsletter is not a place where you post news. It is a place where you build a relationship with a specific type of reader over time.
Ask yourself: Do I have knowledge, perspective or experience that a specific type of person would enjoy receiving on an ongoing basis?
It doesn't have to be revolutionary. It just needs to be relevant to the right person.
If you answer yes, continue. If you answer ‘not really’, start there. Find the topic you are asked about again and again. That's probably your newsletter.
Question 2: Is there anyone you want to sell something to – now or in the future?
A newsletter isn't just content. It's a sales channel that quietly builds trust.
You don't need to have a product ready from day one. But you need to have a direction. A service you offer. A course you are considering. A collaboration you would like to have. Something.
Newsletters without a commercial direction quickly become hobby letters. That's fine if that's the goal. But if it's not, you need to know what you want to sell – just not all the time.
If you answer yes → continue. If you answer ‘I don't know’ → spend five minutes writing down three things you could sell to the person you answered in question 1.
Question 3: Can you write a useful letter to that person once a week – or at least once a month?
Consistency is more valuable than perfection. A newsletter sent at regular intervals builds trust. One sent when you ‘have time’ will be forgotten.
You don't need to write essays. You don't need to spend three hours per letter. But you need to be able to commit to a frequency and stick to it.
Here's a good rule of thumb: Start with the frequency you're sure you can maintain, even in a busy week. Not the frequency you'd like to have.
If you answer yes → continue. If you answer ‘I'm not sure’ → start with monthly. That's enough to build a relationship. It's not enough to make demands you can't meet.
Question 4: Are you willing to give something valuable – without expecting anything in return right away?
This is where many people stumble.
A newsletter does not work like an advertisement. You don't send a letter and reap sales the next day. You build trust over time, and trust has an incubation period.
Readers who have been following you for three months buy differently than those who received your first letter yesterday. But you have to get through those three months – and during those three months, you have to give, not just sell.
It takes patience and faith that the relationship is the investment.
If you answer yes → you are ready for a newsletter. If you answer ‘I want to see results faster’ → a newsletter can still work for you, but you need to adjust your expectations. The earliest results are trust, not revenue.
What does your answer tell you?
If you answered yes to all four, there is no good reason to wait.
You have what it takes – and every letter you don't send is a relationship you're not building.
If you hesitated on one or two, it's not a stop sign. It's a place where you have something to clarify before you start.
Use that clarification – it's better than starting with a half-baked foundation and giving up after two months.
And if you hesitated on three or four, a newsletter may not be the right thing for you right now. It's an honest conclusion, and it's better to know that than to spend time on something that doesn't suit your situation.
If you're ready to get started
The framework tells you whether you should start. It doesn't tell you exactly how.
That's what we'll go through in my 7-week course ‘Build your own profitable newsletter’ – from technical setup and content to growth and first revenue. With personal feedback along the way and a small team, so you don't get lost in the crowd.
The course starts on Tuesday, 24 March.
