How to Choose the Audience and Theme for Your Newsletter
You've heard everyone and their cat say, "Start a newsletter!" But before you jump in and hit send on your first "Hey, world!" email, let's talk about the two most important decisions you'll make: who you're writing for (your audience) and what you'll write about (your theme or topic).
If you get these right, your newsletter becomes something readers look forward to (like that first cup of coffee on a Monday morning). Get them wrong, and you're just another unread email in a crowded inbox.
Let's break it down, step by step.
Start With Your Why
Before you even think about your audience or theme, ask yourself: Why do I want a newsletter?
- Is it to attract new clients?
- Build a community of fellow writers?
- Share your expertise, or just have a creative outlet?
Your "why" will guide every decision that follows. For example, if you want to land more client work, your audience and content will look very different than if you're hoping to connect with other writers.
Who's Sitting in Your Virtual Audience?
You can't write for everyone. The most successful newsletters are laser-focused on a specific group. Here are two common audiences for freelance writers:
- Potential Clients: These are the people who might hire you. Your content should help them see your expertise and make their lives easier (think: tips on working with writers, industry insights, case studies).
- Other Writers: Maybe you want to share your journey, lessons learned, or resources. This is great for building community, but may not directly lead to paid work.
Don't just guess. Ask! Send a survey to your social followers or LinkedIn connections. What do they wish they knew? What problems do they have that you could solve?
Pick a Theme That Lights You Up (and Serves Your Audience)
Now, the fun part: what will you write about? Here are three classic newsletter "flavors" for writers:
| Newsletter Type | What It Is | Best For... |
|---|---|---|
| Curated Content | Sharing the best articles, tools, or resources you find | Thought leadership, networking |
| Personal/Narrative | Telling your own stories, lessons, or behind-the-scenes | Building connection, loyalty |
| Educational/Value-Driven | Teaching something or sharing actionable tips | Attracting clients, authority |
Example: If you're a health writer, you might curate the latest wellness news (curated), share your own health journey (personal), or break down complex topics for busy readers (educational).
Hybrid newsletters, those with mixing formats, are also popular. For instance, you might start with a personal anecdote, share a few curated links, and end with a quick tip.
Find Your Niche (and Niche Down Again)
The internet is full of newsletters. What makes yours different? "Freelance writing" is broad. "Freelance writing for SaaS startups" or "Pitching tips for introverts" is specific-and specificity attracts the right people.
One writer I know focuses on history, but through the lens of antiques and family heritage. That unique angle gives him endless content ideas and a devoted audience.
Validate Before You Commit
Before you spend hours crafting the perfect template, test your idea:
- Share sample content on social media and see what gets engagement.
- Ask your network if they'd subscribe to your proposed topic.
- Run a poll with a few theme options.
If people respond with, "Yes, please!" you're onto something.
Make It Personal, Make It Human
The most memorable newsletters sound like a real person wrote them. Share stories, admit mistakes, and let your personality shine. Subscribers want to feel like they're hearing from a friend, not a robot.
Plan for Consistency (and Sustainability)
It's better to send a monthly newsletter you can stick with than promise weekly and burn out after three issues. Consistency builds trust and anticipation.
Stand Out With a Unique Twist
What's your secret sauce? Maybe you always share a quirky meme, a behind-the-scenes photo, or a "question of the week." This little extra can turn casual readers into loyal fans.
Quick Recap: Your Newsletter Roadmap
- Know your "why."
- Define your audience (clients, writers, or someone else).
- Pick a theme that excites you and serves your readers.
- Niche down for clarity and connection.
- Validate your idea before going all-in.
- Write like a human, not a press release.
- Be consistent (even if it's once a month).
- Add a unique touch.
Choosing your audience and theme is the foundation for everything that follows. Take your time, experiment, and remember: your newsletter should be as enjoyable for you to write as it is for your readers to open.
Want more tips or examples? Let us know what stage you're at, and we'll help you brainstorm!
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