Newsletter issue

A newsletter is a letter that happens to go to many people. The ones people keep opening sound like a particular person talking to them, have a reason to exist this week, and respect the reader's time. The ones that get archived unread are link dumps with a logo on top.

The structure that works for most personal and small-business newsletters is simple: one main story that gets real space, a handful of short items that each say why they are worth a click, and a sign-off that sounds like the writer. This skill builds an issue in that shape from whatever the person collected during the week, and writes subject lines, which decide whether any of it gets read.

When to use it