Your Newsletter's Pillars

Katelyn Bourgoin

Writing out important pillars of your newsletter is useful reference for you/your team, and it will likely evolve as you continue to build your newsletter and learn about your audience.

Template Instructions

Read through the

🌟 About⁠

⛰️ Mission⁠

🎯 Target Audience⁠

, and

💎 Differentiation⁠

pillars below.

Fill out the inline boxes below according to your newsletter so that you can clearly document values and first principles to guide your newsletter journey.

⁠

🌟 About

This section should provide a brief overview of the newsletter to serve as the highest level north star for your newsletter.

Example: Why We Buy is a free newsletter that explores the hidden reason why people buy. It’s a must-read among marketers and business leaders.

Write your newsletter's 🌟 About statement here

🏔 Mission

This section should clearly and concisely outline the newsletter's overall mission and purpose. It should explain what the newsletter aims to accomplish, and why it is important. Additionally, it should describe how the newsletter plans to achieve its goals, and what readers can expect to gain from subscribing to the newsletter.

Example

To help our audience to market smarter by better understanding buyers.

We make learning behavioural science fun and easy. We explore what makes people tick, click, and buy... so readers can market smarter, impress their colleagues, and get results worth bragging about.

Write your newsletter's 🏔 Mission statement here

🎯 Target Audience

This section should provide a thorough description of the newsletter's primary target audience. It should include detailed information about the demographics, interests, and needs of the audience that the newsletter is designed to serve. Additionally, it can provide insights into how the newsletter plans to engage and connect with its target audience, and how it plans to deliver value to them.

Example

We attract geeky marketers, founders, and marketing service providers (eg. agencies, freelancers) who strive to market smarter. Our readers are commonly decision-makers who are eager to invest in tools, talent, training, and resources that will help them to learn faster and outsmart the competition.

Write your newsletter's 🎯 Target Audience statement here

💎 Differentiation

This section should explain what sets the newsletter apart from other similar publications. It should highlight the unique features, perspectives, or approaches that make the newsletter special and worth subscribing to. Additionally, it can provide examples of how the newsletter has successfully differentiated itself in the past, and how it plans to continue to do so in the future.

Example

Many of the publications that explore the intersection of psychology and marketing are academic in nature. They speak like academics and use intimidating/boring-sounding terms like “cognitive biases” or “behavioural economics.” We strive to make learning about behavior science approachable, easier to apply, and a whole lot more fun.

We’re storytellers - we use stories and real-world examples to simply dense topics by edu-taining (ie. educating by entertaining)

We make it fun - we seek to surprise and delight our fans

We make our fans look and feel smart - we create opportunities to celebrate our fans and show off their work and feel like the badasses they are

Write your newsletter's 💎 Differentiation statement here

⁠

Finished writing out your newsletter’s pillars? Start thinking about your newsletter structure in

Newsletter Structure⁠

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