Sample Newsletter Structures for Coaches
I’ve had SUCH wonderful responses to my newsletter announcement - thank you! And, a lot of those responses contained some variation of: “I’ve been meaning to start a newsletter, but…” “I want to write a newsletter, but…” “I know I should write a newsletter…”
But I don’t know where to start.
When I’m stumped, I like to go back to a structure, a template, a recipe if you will. So, based on my previous post about what makes a newsletter survive the “unsubscribe” here are some sample structures to get you started.
The Personality-Driven Business Newsletter Structure (perfect for life coaches)
Greeting options:
Dear [Firstname] (letter style)
Hey loves, (pick your favorite term of endearment)
Hi [Firstname] (keep it casual)
1st Body Paragraph: “Here’s where I’m at, maybe you’re here too. And the world is going sideways, but here’s how I’m muddling through”
Start with a snapshot of where you are in this moment, mentally, emotionally, physically.
Here are a couple examples of how you can start this paragraph.
Ex 1. It’s raining today, I’m still in pajama pants, and I forgot that I made tea so it’s cold now. It’s too easy to snuggle under the blankets on a day like this.
Ex 2. I’m in the depths (and heights) of dreaming up next year. It’s a magical, mysterious process that I approach with reverence and audacity. Aaaahhh, 2021, what beautiful dreams I have for you! I feel steady yet thrilled about this, because I did it last year…. (credit goes to Katherine North, you can find her newsletter here)
Ex 3. Hello loves
First of all, how are you doing? That’s the most important part of this email ️ For some of us life is feeling upside down but I know for others life feels pretty normal. It’s weird, isn’t it. Ostensibly my life looks looks unchanged — I’m an introvert who works from home… (Susannah Conway)
Body paragraph 2: Expand the idea from your first paragraph into an uplifting message or insight.
This might then lead into a thing you are promoting, but it doesn’t have to.
Ex 1. I’ve learned a hard lesson this year that runs counter to the established wisdom of what to do on days like today. You might think that you should push through. Take off those pajama pants, put on your Zoom-appropriate sweater and re-heat the tea (heck, make that coffee. You need stronger stuff!). But no. The hard lesson I’ve learned is that is the fast-track to exhaustion. It’s much better to take the break, snuggle down and rest when you need to.
Ex 2. (Katherine North again, abridged) Even when life tosses me into the rapids, I know how to keep steering.
(Do I always steer gracefully? With good cheer? Without flailing? Of course not! Sometimes I steer in a panic, splashing around, making a mess, with much wailing.)
BUT I KNOW HOW TO KEEP STEERING BECAUSE I KNOW WHERE I AM HEADING.
All last month and this one, I'll be sharing everything I know about how to make that happen. Practical, magical, tactical, poetic.
Here is a list of practical things you can do:
Ex. 3 (Susannah Conway)
If this year has become increasingly hard for you just know that I see you and feel you and we will get to the other side of this. We WILL — it’s inevitable. We just can’t get a firm grasp on when right now, and that’s frustrating <—— understatement of the decade.
So I’m peeping my head out from my locked down creative cave to say hello and let you know I have a few good things coming up and a cyber Monday special offer that some of you might enjoy right about now.
Inspirational closing
One final note to empower the reader. Think of this like what you would write to a friend who was having a hard time, and you want to give them a confidence boost.
Or… what to expect next (alternate closing)
Ex. (Susannah Conway)
Okay, the next time you hear from me I will have presents for you and a brand new course…. until then, stay safe and calm and creative ️
Lots of love
Susannah xo
Sign-off options:
much love, [yourname] (letter style)
XOXO, [yourname] (Gossip Girl style - I had to)
[Your favorite catchphrase for your brand] - [yourname] (Catchphrase is my personal favorite. I use “Make every word a force for good” as my sign-off)
The B2B Newsletter Structure (perfect for other types of professionals)
One of the questions that inspired this post was “what are your thoughts on writing newsletters that are impactful and add value?” And, if you’ve read my previous post, you’ll remember that I said fuhgettaboutit - people want to read your personal anecdotes more than actual useful information! Well, that’s not true for everyone. It’s true for personality-driven businesses like coaches, but it’s not true for the client who asked this question. She works as a freelance HR investigator, which falls under the B2B (business-to-business) category.
For that kind of business, your clients value your perspective and your experience. They do actually want communications from you that are useful to them in their professional lives.
Here’s what is still true though: Your readers are HUMAN. And this is where most B2B biz owners make a big mistake - they think they have to be stiff, stodgy and professional all the time. Nobody wants to read that. Nobody gives a shit.
What your readers want, as humans, is to open their email and have a laugh, see a cool photo, and pick up a useful tip. Yep, not so different after all.
Here’s what I recommended to her as a possible newsletter structure.
B2B Newsletter Structure
Greeting options:
Dear [Firstname] (letter style)
Hi [Firstname] (keep it casual)
Body paragraph 1: Field Notes
This is a personal story of something that happened to you while working ‘in the field’. Don’t name names or give identifiable details, but do describe the situation with as much detail as possible. Much like a case study, you’ll want to include why your client contacted you, what they thought they needed, what was actually happening, and the solution you found. Then end the story with a takeaway in case your readers experience a similar situation.
Bonus points if you infuse this heavily with your Point-of-view. If you don’t know what that is, book a Free Copy Clarity call with me and we’ll figure it out.
Body paragraph 2: News You Can Use
Choose one article you’ve read that you found particularly interesting for your industry or niche. Make it recent and relevant, and give your thoughts on it (in a line, then link to the article).
Body paragraph 3: And on a personal note…
End with a personal detail of what you’re doing in your off-time. Because the people who hire you are humans, and you’re a human, and humans like to connect on the human level — even when they’re professionals. Include a photo of you and/or your animals.
Sign-off options:
Until next time, [yourname] (note: probably not great for HR investigations)
[Your favorite catchphrase for your brand] - [yourname] (Catchphrase is my personal favorite. I use “Make every word a force for good” as my sign-off)
Your friend in [industry/niche], [yourname]
Okay, I hope that helps you get started! But I’m curious — what is your favorite newsletter to read?
Oh! Almost forgot. If you’d like to sign up for MY newsletter, you can do that here. It’s separate from my blog posts now. :D