Using a repeatable structure for your newsletter isn’t a requirement but it does make it much easier to publish consistently.

Rather than staring at a blank page, you’ll start with a structured template that you can can simply fill in. It’s also valuable for readers as they know what to expect.

If you have multiple newsletter styles—like we do at Why We Buy—you can create an overview of each issue style.

Template Instructions

Review the instructions and examples below

Fill out the inline boxes based on your own newsletter

📄 Standard Issue

Example

Standard Issue Our standard newsletter is sent every Tuesday at 12 PM AST.

We explore one buyer psychology concept in detail and give 3 actionable tips and examples to inspire readers.

See Example Issue:

Labour Illusion

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Content Outline:

• “Imagine this” Intro Story: A relevant buying story that sets the context for the topic being discussed

• Sponsored Ad: Sponsor logo, 2-3 sentence ad, and call-to-action button

• The Psychology of [X topic]: A short overview of the origin of the concept including relevant studies

• Inside Your Buyer’s Mind: How the concept impact purchase decisions or the customer experience

• How to Apply This: 3 distinct examples of how to apply the concept to their work

• The Short of It: The main takeaway the reader should remember

📄 Specialty Issue

Example

Brainy Battle Issues A special Brainy Battles issues is sent on once a month on Friday by 12 PM AST.

We compare two marketing assets—like ads, opt-in forms, Twitter hooks, and more—from two well-known brands (eg. Amazon, Nike, Sephora, Demand Curve, etc). We’ll explain how each brand uses buyer psychology concepts in their work to drive action. Readers can vote for their favorite brand for a chance to win a prize.

See Example Issue:

Canva vs. Piscart

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Content Outline:

• Explain “How It Works”: A quick overview of how voting works and what readers can win.

• The Battleground: An overview of the topic we’ll explore (eg. pricing pages, opt-in forms, etc)

• Meet Your Fighters: Introduce the two brands competing in this brainy battle

• Fighter #1: [brand name]: Quick overview of the brand and a preview of the marketing asset

• Why It’s Brainy: 3 distinct examples of how the brand uses buyer psychology in their work

• Sponsored Ad: a short overview of the main takeaway the reader should remember

• Fighter #2: [brand name]: Quick overview of the brand and a preview of the marketing asset

• Why It’s Brainy: 3 distinct examples of how the brand uses buyer psychology in their work

• Who Nailed It?: Encourage readers to vote for their favorite asset for a chance to win the prize

• The Short of It: The main takeaway the reader should remember

Finished outlining your newsletter structure? Start brainstorming content ideas for your newsletters in

Topic Storming

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