Nicolas Cole breaks down a four-layer framework for newsletter ghostwriting services, from building a basic newsletter to adding onboarding sequences and downstream marketing flows. Most creators skip the fundamentals, creating gaps you can sell as services. A lead magnet can capture 30 to 70 percent more subscribers.
If someone has a newsletter, it's not just binary. Do you have a newsletter? Yes or no? It can be, right? That's like the simplest form. Do you have a newsletter? Yes, no. Okay. But then inside of— yeah, like, okay, so if it's no, it's great. You should have a newsletter or great. You should have an opt-in. That leads to a newsletter, right? If it's yes, having a newsletter exists on a spectrum, right? Because maybe— okay, so yes, they have a newsletter, but they have no offer or clear positioning for it. So how does that show up? It shows up like, subscribe to our newsletter. Why would I subscribe to your newsletter? You are literally not telling me what it's about, what I get out of it, why I should care, right? So that's like, if it's on a spectrum, it's like that's the first side of the spectrum. And then maybe they go, yes, they have a newsletter, but when I type in my email, they have no onboarding, no welcome email, no onboarding sequence. Sequence. Okay, so maybe they have a good offer, which, by the way, just so everyone here knows, like 99.9% of companies, creators, podcasters, YouTubers, everyone on the internet does not have a good email offer. That's, that's why we're so bullish on it, because just go to anybody's website, they don't have a good one. But let's say they do. Okay, then the next thing is you type in your email, what happens? Do you get a welcome email? Is it a good welcome email? Are you put into an onboarding sequence? Are they educating you? Are they reminding you, hey, we've been running this newsletter for 3 years, but we have a huge backlog. You don't want to go through all that. Here's our best posts. Here's what our newsletter is about. Here's what you're going to get out of it. Are they doing any of those things? Little pro tip for everyone: 99.9% of companies do not do any of that. Giant missed opportunity. Right? But then let's say yes, they have a great newsletter offer plus a great welcome onboarding sequence. Okay. Is their newsletter any good? What about the newsletter itself? Is the newsletter written well? Even if they have a newsletter and even if they've been running the newsletter for 3 years, that doesn't mean that the content itself can't be improved. I just signed up for this, this new program, and I get their weekly newsletter every week. And their newsletter shows up as a big image in my— it's like one big graphic design image in my inbox. Now, for those of you who don't know, that style of newsletter hasn't been popular since 2010. Nobody does newsletters like that anymore. It's all text and text with maybe embedded screenshots and images. Nobody sends like a fully designed, you know, it looks like when Etsy came out in 2010. Okay, so I'm getting these emails every week and I'm like, this is a great program. This is a great— this person has a ton to share. They are executing this newsletter like 0 out of 10. What should I do? I should educate them on that, right? They don't know. They think they're doing a great job. They're probably paying some graphic designer being like, we're putting out a really professional-looking newsletter, right? And then fourth is, yes, they have a great newsletter offer plus great welcome sequence plus amazing content. Okay, presents two other opportunities. Do they have any sort of FOMO sequence on the back. Okay, so someone's on the newsletter. Are they doing any sort of like click-through marketing? Probably not. Most people don't do that. But that, that opens up the doors for all the other sequences you can build. Do you have a FOMO sequence? Do you have a book a call sequence? Do you have an abandoned cart sequence? Do you have a testimonial sequence? Right. And then the other is, okay, you actually have everything. You have a flawless newsletter. Why don't you create an EC on the front end to capture 30 to 70% more newsletter subscribers? Because we all know driving to an EC is going to get more opt-ins than driving to a newsletter. So do you see how like you have to, you have to pick, pick it apart? I think so often people think of things as so binary, like they look at someone, they're like, oh, they already have a newsletter. There's no way I can help them. No, look, look at all the individual things you can help them with. And it's like one big if-then decision tree. If they have this, then I help them with this other thing. If they have both those things, I help them with this third thing. If they have all three things, then that opens up a different opportunity. You know what I mean? Hey, by the way, if you're brand new to the world of ghostwriting, maybe you've heard the term but aren't really sure what it is or how it's different from copywriting or content writing. Check out premiumghostwritingblueprint.com. It's in the description below. Okay. This is a free masterclass that I've put together for writers who want to monetize their skills and love for writing with ghostwriting. This is what I did, and ghostwriting completely changed my life. It's how I quit my job. It's how I quadrupled the amount of money I was making. It's how I've gotten to work with so many smart, amazing people, but also have time for my own writing, like writing this book, The Art and Business of Ghostwriting. Anyways, check it out. If you're at all interested in making money from your writing, I would really encourage you to get into ghostwriting. And this free premium ghostwriting blueprint in the description below is the best place to start.
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