The lightbulb moment that changed how I write my newsletters
Writing from within my business and just 10 more days to buy Small business newsletter magic and get lifetime access💌
📌 My popular self-led course Small business newsletter magic is for sale for 10 more days (and you get lifetime access!). Don’t miss out on this course that will empower and reinspire you to create a newsletter that is effective, easeful and all you.
My newsletter is currently one of the biggest joys in my business, but it certainly wasn’t always the case. When I started my business, and my newsletter, I felt disconnected from it, uninspired and frankly, flailing.
In today’s post I’ll share the lightbulb moment I had, and how that changed how I write my newsletters (and, has also made my newsletter more successful).
Writing from within your business
Writing my newsletters became infinitely more easeful when I realised that the topics I loved thinking and talking about most, the topics I worked on with clients and created free and paid resources on, were exactly the topics that I could write my newsletter about.
This may sound obvious, but it felt like a lightbulb moment—it was certainly a turning point for my newsletter and business.
Whereas before I had been writing about my business, I was now writing from within my business.
Not only made this writing my newsletter so much easier and fun, this approach also makes attracting clients and customers easier. So often new clients tell me that my newsletter and the topics I write about inspired them and made them want to work with me—because the newsletter gives a good sense of what working with me is really like.
Everything I teach in Small business newsletter magic, my popular self-paced course, is based on writing from within your business.
In the first module I take you step-by-step through making your newsletter not only part of your marketing ecosystem, but also part of your business ecosystem. These foundations, even if you’ve been writing a newsletter for years, are essential to a newsletter that’s not only effective, but also remains a joy to write.
Writing from within my business, not just about it, has made all the difference.
Giving a taster of your work might seem easier if you run a service-based business, like I do.
As a florist, you can’t very well send a flower with every newsletter you send (as lovely as the idea is), and as a homeware designer, you can’t send a design with every newsletter either.
Yet making your newsletter an explicit part of your business is possible for both service-based and product-based businesses, as I show in Small business newsletter magic. In fact, throughout the entire course I give examples from both service-based and product-based businesses.
There are many ways in which the newsletter of both your service-based and product-based business can show your work in a smaller form:
coaches and mentors: all of my newsletters do this. A good example that shows my 1:1 work in a smaller form is my free resource Take up space;
yoga teachers: share your favourite exercises; tips on finding time and motivation to get on the mat; debunking ideas about who can or can’t do yoga—as well as links to your classes;
brand designers: prompts helping people create their own brand story; the importance of a colour scheme and how to create one—as well as links to your services.
’s newsletter is a great example of this;knitting designers: share a free or favourite pattern; great beginner gifts to knit; projects for experienced knitters—with a link to the kits you design yourself;
ceramicists: inspiration that goes into your products; values that guide you; how people might use your products, from mugs to candleholders and special bowls.
And, having a newsletter that is rooted in your business makes it much easier for people to buy from you. It means having a newsletter that has a clear focus and strategy. A newsletter that is intentional.
An intentional newsletter does not just show in a great sales email. Having an intentional—and effective—newsletter is about all the work that’s gone before, from the description of your newsletter on your website or sign-up form, to the topics you write about, the connections you create with your readers, implicitly and explicitly.
All of this forms the foundations of my own successful newsletter, and I share these strategies with my clients again and again.
Small business newsletter magic collects all of my own best practices as well as the strategies that have helped my clients create joyful, intentional and effective newsletters over the past 5+ years.
If you’re a small business owner, freelancer or creative ready to feel reinspired and confident about your newsletter, Small business newsletter magic will help you achieve just that.
The course supports you to
create solid foundations for a newsletter rooted in your business;
hone your voice;
generate topics over and over;
create a strategy that is sustainable and works for you;
grow your newsletter in a gentle and sustainable way;
keep going, even if you’re disheartened, through the workshops and the five mini peptalks.
Your newsletter can be your most effective tool. You just have to know how.
Small business newsletter magic is available for sale for a limited time only, until June 30th 2025 (just ten more days week!). You get lifetime access to this self-led course, so once you’ve bought it you can return to it again and again and complete it at your own pace.
What people just like you love about the course
I’m currently doing your newsletter magic course and loving it :) — Susannah
“I’m devouring your small business newsletter magic course and excited to begin implementing all that I’ve learned and discovered.” —
, career coach and social change consultant
“Just now I started working on the first 2 videos of your Small business newsletter magic course. I already feel so at home. :)” — Ine Muys, artists and reading coach
📌 Discover all seven modules of Small business newsletter magic and the five audio peptalks.
💌 Ask me a question about the course or leave a comment below
Thank you for your support during this launch. I’ll be in your inbox a few more times over the coming weeks, including with an email on how to connect with your readers through your newsletter. x
P.S. And don’t forget: while you get lifetime access to Small business newsletter magic, you can only buy the course until June 30th 2025.
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