Ever send a newsletter that felt solid, only to get zero replies?

Your subscribers open it. Maybe they click a link or two in your email.

But no responses or calls booked.

Right now, I’m writing over 30 newsletters a month for both myself and my clients. If there’s one thing I’ve learned, it's that good newsletters do one simple thing:

It answers your reader's question.

But (there’s a big but)...

If you answer it in a way they've already heard, they'll forget it by tomorrow.

Which is why I want to walk you through the 3 levels of newsletter writing value, and how to know which level you're operating at.

You can relate to this example

Think about Atomic Habits by James Clear.

The idea behind it (small, daily improvements compound over time) has been around forever. But Clear gave it a name. He packaged it as "getting 1% better every day" and turned it into a repeatable system anyone could follow.

Suddenly, everyone was talking about atomic habits. Not because the concept was brand new, but because he made it stick.

That's the difference between writing that gets forgotten and writing that people remember, share, and actually use.

So how do you do this with your newsletters?

There are 3 levels.

Level 1: You answer the question

As mentioned above, this is the baseline.

A coach asks, "How do I get more subscribers to actually read my newsletter?"

Your answer: "Write better subject lines."

Did you answer the question? Yes.

Is it useful? Technically.

Will they remember it? Probably not.

Most coaches have heard "write better subject lines" a hundred times. You're giving them the same answer as everyone else, so there's no reason to pay attention.

This level works if your reader is brand new to newsletters. But if they've spent even an hour researching, you're just adding to the noise.

Level 2: You answer with something new

Now you're getting somewhere.

Same question: "How do I get more subscribers to actually read my newsletter?"

Your answer: "Stop writing to your entire list. Segment your audience and send different newsletters to different groups based on what they've clicked on before."

Is it new? For most coaches, yes.

Will they pay attention? Absolutely.

You've given them a specific tactic they probably haven't tried yet. That alone makes your newsletter more memorable.

Level 2 is where most decent newsletters live. You share a fresh angle, a contrarian take, or a specific strategy people haven't seen yet.

Level 3: You package it in a way they haven't heard before

This is where newsletter writing gets good.

You're taking an idea (maybe one that's been around forever) and giving it a new name, a new frame, or a new structure that makes it stick.

Think about "The Welcome Sequence."

The concept behind it (sending new subscribers a series of introductory emails) has existed since email marketing began. But someone gave it a name. They packaged it as a repeatable system. Suddenly, every coach knew exactly what it was and how to build one.

That's level 3.

You're answering the question and giving them something they can hold onto, repeat, and apply. You're making it stick.

How to get better at this

Reading newsletters won't make you a better newsletter writer.

Writing newsletters will.

Reading makes you a better reader. But to get good at writing newsletters, you need to practise writing them. That means isolating a skill and doing it over and over.

Want to get better at answering questions? Pick 10 questions your subscribers ask and answer them. Don't overthink it. Just answer.

Want to get better at finding fresh angles? Take one newsletter idea and rewrite it 5 different ways.

Want to get better at packaging? Look at newsletter strategies you already use and try giving them a new name or structure your readers can remember.

You will see progress quicker if you increase the reps - it gives you the data you need to refine and optimise your writing.

Which level are you at?

Most newsletter writing sits at level 1. Some makes it to level 2. Very few reach level 3.

The good news? You don't need to be at level 3 for every newsletter. But you should know which level you're aiming for, and how to move up when it matters.

And with that in mind, I have an amazing Claude prompt that I use to clarify my thinking and sharpen my own writing.

Want the prompt? Reply with ‘Levels’, and I’ll share it with you.

Mo