{"id":"350464bb-f218-4099-9142-c3ebb11a00dd","shortId":"TQHhUt","kind":"skill","title":"newsletter","tagline":"Design, write, and grow editorial newsletters with consistent voice and format. Creates newsletter strategy, templates, and growth playbook. Use when someone wants to start a newsletter, improve an existing one, grow subscribers, write a newsletter issue, plan newsletter content,","description":"# Newsletter System\n\nYou design and write editorial newsletters that people actually look forward to receiving. Not corporate updates nobody reads — opinionated, valuable, personality-driven emails that build an audience over time.\n\n## On Activation\n\n1. Read `brand/voice-profile.md` — newsletters live or die by voice consistency\n2. Read `brand/audience.md` — understand what they care about, how sophisticated they are\n3. If starting fresh, ask: What's the newsletter about? Who's it for? What format appeals to you?\n4. Check `marketing/newsletter/` for existing strategy and past issues\n\n---\n\n## Brand Integration\n\n- **voice-profile.md** → Newsletters live or die by voice consistency. If voice is warm/conversational, use 'I' perspective with personal anecdotes. If authoritative/editorial, use curated insights with expert framing. The voice must feel like a person writing, not a company broadcasting.\n- **audience.md** → Content selection and depth matches audience sophistication. Technical audience gets deep dives. General audience gets accessible summaries with links to learn more.\n\n---\n\n## Step 1: Define the Newsletter\n\n### Newsletter Types\n\n| Type | Description | Best For | Example |\n|------|-------------|----------|---------|\n| **Curated** | Best links + your commentary | Industry watchers, busy professionals | The Hustle, TLDR |\n| **Editorial** | Original essays/insights | Thought leaders, opinionated founders | Stratechery, Lenny's Newsletter |\n| **Hybrid** | Mix of original + curated | Most founders and creators | Morning Brew, Dense Discovery |\n| **Product update** | What's new in your product | SaaS companies with active users | Linear, Notion changelogs |\n| **Educational** | Teaches one skill per issue | Course creators, consultants | James Clear, Marketing Examples |\n\n### Strategy Doc\n\nBefore writing a single issue, establish:\n\n```yaml\n---\nname: \"Newsletter Name\"\ntagline: \"One-line value prop (what they get + how often)\"\ntype: curated | editorial | hybrid | product | educational\nfrequency: weekly | biweekly | daily\nsend_day: Tuesday\nsend_time: \"9:00 AM ET\"\ntarget_audience: \"Who specifically reads this\"\ncore_topic: \"The single topic area\"\nvoice: \"How it sounds (reference voice-profile.md)\"\nsuccess_metric: \"Open rate > 40%, click rate > 5%\"\n---\n```\n\n---\n\n## Step 2: Build the Template\n\nEvery newsletter needs a repeatable structure readers come to expect.\n\n### Template Structure\n\n```markdown\n# [Newsletter Name] — Issue #[N]\n\n## [Catchy issue title or theme]\n\n### Intro (2-3 sentences)\n[Personal hook — what happened this week, what's on your mind, why this issue matters]\n\n---\n\n### Section 1: [Main Value Block]\n[The core content — original insight, deep dive, or primary curation]\n\n### Section 2: [Secondary Value]\n[Supporting content, related links, or complementary angle]\n\n### Section 3: [Quick Hits / Links]\n- **[Link title]** — One-line commentary on why it matters\n- **[Link title]** — One-line commentary\n- **[Link title]** — One-line commentary\n\n---\n\n### [Recurring Section Name]\n[Something predictable readers look forward to: tool of the week, quote, stat, hot take]\n\n---\n\n### CTA\n[One primary ask: share, reply, check out product, visit link]\n\n---\n\n[Sign-off in your voice]\n[Name]\n\n[Footer: unsubscribe, share link, social links]\n```\n\n### Format-Specific Templates\n\n**Curated Newsletter:**\n- 5-7 links with 2-3 sentence commentary each\n- Group by theme or rank by importance\n- Your opinion is the value — don't just summarize\n\n**Editorial Newsletter:**\n- One main essay (500-1,000 words)\n- Strong opening hook\n- Clear argument or insight\n- End with a question or call to reply\n\n**Hybrid Newsletter:**\n- One short original piece (300-500 words)\n- 3-5 curated links with commentary\n- One recurring section (tool, quote, tip)\n\n---\n\n## Step 3: Write an Issue\n\n### The Writing Process\n\n1. **Choose the theme**: One core topic per issue. No scatter.\n2. **Write the hook**: First 2 sentences determine if they read or archive. Make it personal, specific, or surprising.\n3. **Deliver the value**: The thing they subscribed for. Don't bury it.\n4. **Keep sections scannable**: Bold key phrases. Short paragraphs. Clear headers.\n5. **Close with energy**: A question, a challenge, a forward-looking tease.\n\n### Issue Output Format\n\n```yaml\n---\nissue_number: 42\ntitle: \"Issue title\"\nsubject: \"Email subject line\"\npreview: \"Preview text\"\ntheme: \"Core topic\"\nsend_date: 2026-03-12\nword_count: 850\nstatus: draft\n---\n```\n\n### Writing Rules\n\n- **Personality first**: Readers subscribe for your take, not the news itself\n- **One idea per section**: Don't cram. Each section has one job.\n- **Scannable**: Someone skimming should get 60% of the value. Bold key points.\n- **Consistent length**: Set an expectation and keep it. Plus or minus 20% variance max.\n- **Predictable structure**: Readers should know where to find what they want.\n- **End with a question**: The reply is the highest-engagement action. Invite it.\n\n### AI Tells to Avoid in Newsletters\n\nNewsletters live or die on voice. Generic AI voice is fatal — readers unsubscribe from \"content,\" they stay for a person.\n\n**Words to ban:** delve, comprehensive, robust, utilize, landscape, navigate, foster, empower, elevate, streamline, crucial, leverage\n**Phrases to ban:** \"In today's fast-paced world,\" \"It's worth noting that,\" \"Let's dive in,\" \"Without further ado,\" \"In conclusion\"\n**Structural tells:** Every section same length. No personal anecdotes. No opinions without hedging. Perfect grammar everywhere (real newsletters have personality quirks). No contractions.\n**The test:** Read it aloud. If it sounds like a press release or a textbook, rewrite it. It should sound like a smart friend talking over coffee.\n\n---\n\n## Step 4: Frequency Recommendations\n\n| Frequency | Pros | Cons | Best For |\n|-----------|------|------|----------|\n| Daily | Habit-forming, high engagement | Burnout risk, high content demand | News, curation-heavy |\n| Weekly | Sustainable, high quality per issue | Slower growth | Most creators and businesses |\n| Biweekly | Low pressure, high quality | Harder to build habit | In-depth analysis, B2B |\n| Monthly | Maximum quality | Easy to forget about | Reports, roundups |\n\n**Default recommendation**: Weekly. It's the sweet spot between staying top-of-mind and maintaining quality.\n\n---\n\n## Step 5: Growth Assets (Agent-Actionable)\n\nFor each newsletter, generate these growth assets:\n\n### Signup Page Copy\nWrite a dedicated newsletter signup page with:\n- Headline: What they get + how often (\"Weekly insights for founders building in public\")\n- 3 bullet points: Specific value per issue\n- Social proof: Subscriber count, notable readers, or open rate stats\n- Single email field + subscribe button\n- \"No spam. Unsubscribe anytime.\"\n\n### Welcome Email\nWrite the welcome email that triggers on signup:\n- Deliver on the promise (what to expect, when)\n- Ask for a reply (\"What are you working on?\") — boosts deliverability\n- Set the relationship tone from day one\n\n### Referral Copy\nWrite referral program copy with tiered rewards:\n- **1 referral**: Bonus content (exclusive post, template, etc.)\n- **3 referrals**: Free resource or community access\n- **10 referrals**: Product discount or 1:1 consultation\n- Include the share CTA copy and referral email template\n\n### Cross-Promotion Outreach Template\nWrite a cross-promo pitch email for newsletters of similar size:\n- Introduce your newsletter (subscriber count, niche, open rate)\n- Propose mutual recommendation\n- Keep it short, genuine, no-strings\n\n### Social Teaser Copy\nFor each issue, generate 1-2 social posts that share a highlight and link to the archive/signup:\n- Pull the most surprising or valuable line from the issue\n- End with \"Subscribe for more like this: [link]\"\n\n### Growth Channel Reference\n\n| Channel | Tactic | Expected Conversion |\n|---------|--------|-------------------|\n| Website | Homepage signup bar, exit intent popup, blog post CTAs | 1-3% of visitors |\n| Social | Pin newsletter link in bio, share issue highlights | 0.5-2% of followers |\n| Cross-promo | Newsletter swaps with similar-size newsletters | 50-200 subs per swap |\n| Lead magnet | Free resource into newsletter opt-in | 20-40% of landing page visitors |\n| Referral | Give subscribers a referral link + incentive | 10-20% of new subs |\n| Content | SEO articles with newsletter CTA | Compounding over time |\n\n---\n\n## Step 6: Engagement Metrics\n\n| Metric | Good | Great | Action If Low |\n|--------|------|-------|---------------|\n| Open rate | 30-40% | 40-50%+ | Better subjects, clean list, check deliverability |\n| Click rate | 2-4% | 5-8%+ | Better CTAs, more relevant links, clearer value |\n| Reply rate | 1-2% | 3-5%+ | Ask better questions, be more personal |\n| Unsubscribe | <0.5% | <0.2% | Check frequency, relevance, expectations |\n| Growth rate | 5-10%/mo | 10-20%/mo | Add acquisition channels, improve lead magnets |\n\n---\n\n---\n\n## Worked Example\n\n**Newsletter: \"The Build Log\" — Weekly hybrid newsletter for indie hackers**\n\n**Subject Line Variants:**\n1. \"The feature that almost killed our conversion rate\" (recommended)\n2. \"Build Log #12: when metrics lie\"\n3. \"What I learned from a $0 week\"\n\n**Preview Text:** Plus 3 tools I switched to this month\n\n**Issue:**\n\n```\n# The Build Log — Issue #12\n\n## The feature that almost killed our conversion rate\n\nLast week I shipped a \"smart onboarding\" flow. Took 3 days to build. Looked beautiful.\n\nConversion dropped 23%.\n\nTurns out, users don't want smart. They want fast. The old flow was 2 steps. The new one was 5. Each step was better — but 5 steps is 5 chances to leave.\n\nI reverted Thursday morning. Conversion recovered by Friday.\n\n**The lesson:** Complexity is a tax. Every step you add needs to earn 10x what it costs in drop-off.\n\n---\n\n### 3 things worth your time\n\n**[Why most MVPs are too big](link)** — This thread nails it. Your MVP should embarrass you, not impress your friends.\n\n**[Indie Hackers revenue dashboard](link)** — New feature lets you see revenue benchmarks by category. I spent 30 minutes comparing and it was worth every second.\n\n**[PostHog's session replay](link)** — Free tier is generous. Watching real users navigate your app is humbling and instructive.\n\n---\n\n### Tool I switched to\n\n**Plausible Analytics** — Replaced Google Analytics. Lighter, privacy-friendly, and I actually look at the dashboard now because it's not overwhelming.\n\n---\n\nWhat's the last feature you shipped that backfired? Hit reply — I read everything.\n\n— James\n```\n\n---\n\n## Output Structure\n\n```\nmarketing/newsletter/\n├── strategy.md                    # Newsletter definition and strategy\n├── template.md                    # Repeatable issue template\n├── growth-plan.md                 # Acquisition and referral strategy\n└── issues/\n    ├── 2026-03-12-issue-title.md  # Individual issues\n    └── ...\n```\n\n**Integration**: Issues output in plain text format compatible with `gws` CLI for sending.\n\nSee [references/archetype-templates.md](references/archetype-templates.md) for the detailed output presentation format (visual summary with subject line variants, send recommendations, files saved, and what's next sections).\n\n---\n\n## References\n\n- [newsletter-examples.md](references/newsletter-examples.md): Detailed breakdowns of 7 top newsletters (Lenny, Morning Brew, Ben's Bites, Sahil Bloom, Greg Isenberg, The Hustle, Rundown AI) with voice markers and sample structures\n- [archetype-templates.md](references/archetype-templates.md): 6 format templates, platform guidance (Beehiiv, Substack, Kit, Ghost), growth strategies, monetization frameworks, and output presentation format\n\n---\n\n## Related Skills\n\n- **brand-voice**: Establish voice before writing\n- **content-atomizer**: Break newsletter issues into social posts\n- **email-sequences**: Automated sequences (welcome, etc.) complement the newsletter\n- **lead-magnet**: Create opt-in resources that feed the newsletter list\n- **seo-content**: Blog content that drives newsletter 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