How to Launch a Newsletter
So, you want to start a newsletter.
First of all: congratulations. Having a newsletter is one of the best things you can do for your personal brand.
If you’re reading this, it probably means:
you’re thinking about starting one, or
you’ve already started one and you want to make it better.
Either way, we’re going to walk through a few common questions about how to launch a newsletter, or how to improve the one you already have now.
Why a newsletter, really?
I don’t need to convince you that newsletters are “important.” You already know this.
A newsletter is:
a way to build your brand
a way to go deeper with your audience so they actually know you
a place to explore ideas and concepts in more depth
something that makes you a better thinker, writer, and speaker
an asset you can use to sell your products, services, or community
It’s just a fantastic way to build your brand.
But here’s the mindset shift most people skip:
Your newsletter is a product.
You are now creating and selling a product. Congratulations.
Imagine your newsletter is something someone could pick up off a shelf:
a book, a journal, a magazine — something you’d choose to buy.
Every product has to:
solve a problem
answer a question
fulfill a desire
meet a need
It has to do something.
The reason most newsletters flail (or quite literally die) is because they don’t do anything. There’s no clear point.
So before you start, you have to ask:
What is the point of my newsletter?
“But I don’t fully know what it’s about yet…”
Great. Most people don’t.
A lot of people start with:
the desire to write consistently
the desire to create something with depth and meaning
the desire to have a home base for their ideas
…but not a perfectly clear concept.
Not to fear. You can still move forward and create clarity as you go. Here’s how.
Step 1: Don’t start with the title
Read that again.
Do not start by naming your newsletter. Don’t waste an afternoon obsessing over the “perfect” clever title.
Start with a general idea.
You need a loose North Star, not a 20-page strategy doc. Ask yourself:
What do I think this might be about?
Examples:
A style newsletter: your must-haves, what you’re shopping for, what you’re obsessed with right now.
A relationships newsletter: lessons, stories, tools from your work as a couples therapist.
An Enneagram newsletter: insight, coaching, examples from your work as a type nerd/coach.
You get the idea. General concept. Loose direction. That’s it.
Step 2: Write your first three posts before you launch
Before you pick a name, a platform, or a Canva template:
Write the first three posts.
Literally sit down and write the first three issues as though:
you already have 1,000 subscribers
these people are waiting to read what you have to say
Then, look at what you just wrote and ask:
What felt easiest to write?
What felt most exciting?
What felt most activating in my body?
Based on these three pieces, where does this newsletter want to go?
You still might not have perfect clarity, but now your direction is based on reality, not theory.
Step 3: Choose your platform (yes, I’m going to recommend Substack)
Next decision: where is this thing going to live?
You’ve got options: Substack, ConvertKit, Mailchimp, etc.
If it were up to me? I’d tell you to start on Substack, because:
it’s easier to get your work in front of new people
it functions like a blog and a newsletter
you’re not relying on people randomly finding your website sign-up form
For the sake of this post, let’s assume you’re choosing Substack.
If you’re not, the principles still apply.
Step 4: Name your newsletter (or… just use your name)
On Substack, you’ll need a title.
Your options:
Your name
Something clever
Something connected to your work/topic
If you’re not sure what to call it yet, here’s my advice:
Use your name.
Your name is precious digital real estate. The more assets you create under your name, the stronger your brand becomes — for SEO and for awareness. People start to associate your name with the topic you’re writing about.
You can always rebrand the title later. Starting under your name is rarely a bad move.
Step 5: Write the description (the hardest and most important part)
Substack will ask you to describe your newsletter in 300 characters or less and explain why someone should subscribe.
This is, hands down, the hardest part of setting things up.
The goal:
Make it interesting enough that someone thinks, “Hmm, I want to read more.”
How?
Provoke curiosity. Hint at tension, transformation, or questions you’ll explore.
Be specific. “Thoughts on life and business” is nothing. “Stories about the quiet decisions that change your whole life” is something.
Write like you talk. Imagine you’re texting a friend and they ask, “What’s your newsletter?” Whatever you’d honestly say back? That’s your description.
Do not try to make this sound like corporate copy. Make it sound like you.
You can always refine later.
Step 6: Don’t overthink the visuals (yet)
You’ll want some kind of visual identity:
a cover image
maybe a simple logo or wordmark
maybe a photo of you
You can absolutely design something cute in Canva. There are tons of templates.
But here’s my rule:
If you don’t have a clear direction yet → keep visuals minimal. Use a photo of you. Simple wordmark. Don’t over-design something you’re going to change.
If you do have a clear direction → go full send on the visuals. Make it feel like a real product.
Substack-specific: you’ll need a wordmark/logo, but truly, simple is fine while you’re figuring out your message.
Step 7: Update your automated emails + About section
Two things people skip:
The automated welcome email.
Substack creates a default email that goes out when someone subscribes (free or paid).
Your job is to go in and:
tweak the subject line
rewrite the body
make it sound like a real email from you
You want someone to feel like a human just invited them in — not like they got a receipt.
The About page.
Think of this like your website’s “About” section.
Use it to:
tell us who you are
explain why you’re starting this newsletter
share a little of your story
spell out what people can expect if they subscribe
This is where you can go deeper, get a little vulnerable, and really connect the dots for your reader. If someone is hovering over the “Subscribe” button, this is probably the page they’ll read first.
Step 8: Publish your first post (and then your second, and your third)
At this point, you’re ready to publish.
Rules for the first post:
It does not have to be an introduction.
It does not have to explain your whole life story.
It just needs to be good and something you feel okay sharing today.
“What if I don’t feel confident sharing anything?”
You won’t. Share anyway.
Your confidence comes from doing it, not from thinking about doing it. Publish the first one. Then the second. Then the third.
And just like that, you launched a newsletter.
Final mindset: Treat your newsletter like an MVP
Remember:
Your newsletter is a product.
Your goal is to get the MVP (minimum viable product) out into the world.
Once the MVP exists:
you can iterate on the name
you can refine the description
you can polish the visuals
you can clarify the positioning
But you can’t iterate on something that doesn’t exist.
So:
write your three posts
pick your platform
name it (even if it’s just your name)
write your description like you’re texting a friend
tweak your welcome email + About
hit publish
Done. You now have a newsletter 🙂
Ready to build your personal brand with confidence?
If you found this helpful, you'll love Personal Brand Accelerator, my program designed to help you clarify your message, grow your audience, and turn your expertise into a thriving personal brand.
Inside PBA, you'll get:
Step-by-step frameworks to define your niche and positioning
Content strategies that actually work (no more guessing what to post)
Live coaching and feedback to keep you moving forward
A community of other creators building their brands alongside you
Whether you're just starting out or ready to take your brand to the next level, PBA gives you the tools, support, and clarity you need to make it happen.
