Writing Captivating Newsletters

🌎 Designing Cross-Cultural And Multi-Lingual UX. Guidelines on how to stress test our designs, how to define a localization strategy and how to deal with currencies, dates, word order, pluralization, colors and gender pronouns. ⦿ Translation: “We adapt our message to resonate in other markets”. ⦿ Localization: “We adapt user experience to local expectations”. ⦿ Internationalization: “We adapt our codebase to work in other markets”. ✅ English-language users make up about 26% of users. ✅ Top written languages: Chinese, Spanish, Arabic, Portuguese. ✅ Most users prefer content in their native language(s). ✅ French texts are on average 20% longer than English ones. ✅ Japanese texts are on average 30–60% shorter. 🚫 Flags aren’t languages: avoid them for language selection. 🚫 Language direction ≠ design direction (“F” vs. Zig-Zag pattern). 🚫 Not everybody has first/middle names: “Full name” is better. ✅ Always reserve at least 30% room for longer translations. ✅ Stress test your UI for translation with pseudolocalization. ✅ Plan for line wrap, truncation, very short and very long labels. ✅ Adjust numbers, dates, times, formats, units, addresses. ✅ Adjust currency, spelling, input masks, placeholders. ✅ Always conduct UX research with local users. When localizing an interface, we need to work beyond translation. We need to be respectful of cultural differences. E.g. in Arabic we would often need to increase the spacing between lines. For Chinese market, we need to increase the density of information. German sites require a vast amount of detail to communicate that a topic is well-thought-out. Stress test your design. Avoid assumptions. Work with local content designers. Spend time in the country to better understand the market. Have local help on the ground. And test repeatedly with local users as an ongoing part of the design process. You’ll be surprised by some findings, but you’ll also learn to adapt and scale to be effective — whatever market is going to come up next. Useful resources: UX Design Across Different Cultures, by Jenny Shen https://lnkd.in/eNiyVqiH UX Localization Handbook, by Phrase https://lnkd.in/eKN7usSA A Complete Guide To UX Localization, by Michal Kessel Shitrit 🎗️ https://lnkd.in/eaQJt-bU Designing Multi-Lingual UX, by yours truly https://lnkd.in/eR3GnwXQ Flags Are Not Languages, by James Offer https://lnkd.in/eaySNFGa IBM Globalization Checklists https://lnkd.in/ewNzysqv Books: ⦿ Cross-Cultural Design (https://lnkd.in/e8KswErf) by Senongo Akpem ⦿ The Culture Map (https://lnkd.in/edfyMqhN) by Erin Meyer ⦿ UX Writing & Microcopy (https://lnkd.in/e_ZFu374) by Kinneret Yifrah

Just saw Target CEO Brian Cornell's all-staff email addressing company challenges. As someone who's spent years advising execs on crisis comms, I just have one question: What was the point? He admits "silence from us has created uncertainty" (correctly identifying the problem) but then immediately creates more uncertainty (by not actually articulating a solution to said problem). Instead of explaining WHY leadership went silent during critical company challenges or what they were deliberating behind closed doors, he skips straight to vague reassurances. In my opinion, this is a pretty fundamental communications failure because transparency without context is just another form of opacity. The email positions Target as a passive victim ("things are happening TO us") rather than an active decision-maker ("we made choices that had consequences"). Consider: > Target has had 11 straight weeks of declining foot traffic > They've rolled back DEI initiatives, triggering boycotts > They've been hit with significant tariff impacts Yet NONE of these are directly addressed in the email. Instead, 40,000 employees get a nothing-burger email with vague references to values being "non-negotiable" and products being "second to none" (while customers are literally shopping elsewhere). Here's what probably happened: Someone in the C-suite said "We need to say SOMETHING!" and this vague, purpose-free email was the result. The perfect example of what happens when the goal is "send an email" instead of "solve a problem." If I were advising you Brian, here's what I would have told you: 1. Get specific. Name the actual issues (DEI rollbacks, declining sales, tariffs, declining consumer confidence) directly instead of vague references to "headlines and social media." 2. Own your decisions. Say "we made this choice because..." not "things are happening around us." 3. Skip the robot speak. "Our values are non-negotiable. Period." sounds defensive, it does not confident. 4. Share a real plan. Not just "you'll hear from us more" but exactly how and when. What's on the roadmap? Is there a roadmap? 5. Keep it simple. An email written by a patchwork of people and lawyers and IR teams will never sound authentic or clear. What would you have told Brian in this scenario?

Copywriters: Before you write a single word of copy, make sure you're crystal clear on these 5 crucial questions: This will help ensure your message is clear, compelling, and effective. 1. What is the offer? Clearly define what you are promoting. Is it a product, service, event, or something else? Understand every detail of the offer to communicate its value accurately. 2. Who is the target audience? Identify who you are speaking to. What are their demographics, interests, pain points, and desires? Tailoring your message to resonate with your specific audience is key to capturing their attention. 3. Why should they care? Highlight the benefits and value propositions. Why is this offer relevant to them? How will it solve their problems or enhance their lives? Establishing a strong connection between the offer and the audience's needs is critical. 4. How can they get it? Provide clear and concise instructions on the steps they need to take to get the offer. Whether it's making a purchase, signing up, or any other action, ensure the process is straightforward and easy to follow. 5. How does it work? Explain the mechanics of the offer. How will the product or service be delivered? What can the audience expect after they engage with the offer? Transparency builds trust and reduces any potential friction in the decision-making process. --- Your ability to address these questions throughout your copy will make a HUGE difference in its reception and performance.

My 5-Step Content Creation Process – From Ideation to Publication (Got me 48k LinkedIn followers and 11k newsletter subs) 1️⃣ Plant Whenever I have an idea, I plant its seed in my Apple Notes or Notion. How I Get Ideas: ⦿ Client Work: When I run into a new problem, I write a practical guide on how to solve it. (Example: How to write headlines. Fast.) ⦿ Curiosity: I consume a lot of content outside of marketing and advertising. I’m especially into music, poetry, theater, philosophy, psychology, history, and film. This helps me find interesting ideas that I can later connect to marketing basics to make them more interesting. (Example: How Patagonia’s marketing connects to Aristotle) ⦿ Conversations: Random input from outside triggers new ideas. Sometimes it’s real-life conversations, but mostly posts and comments I read online. This helps me write more relevant content. (Example: Scriptwriting with AI.) 2️⃣ Water I usually wait between two weeks and six months for an idea to ripen. During that time, I slowly add to it – thoughts, quotes, visuals, facts, and other pieces of research that I come across. 3️⃣ Harvest Every time I need to write a newsletter (every two weeks), I pick an idea from my garden that feels ripe and try to turn it into something useful. My Three Pillars of Useful Content: ⦿ Savable: People can easily understand it, save it, and come back to it when they need it. ⦿ Stake: Useful content is vulnerable. The best posts make me close my eyes and count backward before hitting publish because they usually involve sharing personal work, ideas, or stories that might make me look dumb. But that’s what makes it interesting—nobody wants safe, cookie-cutter content. ⦿ Simplify the Complex or Complexify the Simple: Explain a difficult task step-by-step or take something basic and dive deeper, approaching it from a fresh perspective. 4️⃣ Trim ⦿ Cut the Fluff: Once I have a messy first draft, I start editing. I strip out all the fluff and obvious stuff. It’s tough, but I keep reminding myself, “Your reader is smarter than you. They’ll get it.” ⦿ Promo Post: I write a promo post for LinkedIn, promising my readers what they’ll learn if they check out the newsletter. This helps me focus on the main point, cutting out anything that doesn’t support that promise. ⦿ AI: I use GPT to find more examples, proofread, and help me nail the right words. (🤖 My favorite editing prompt "Carefully compress the sentence below. Eliminate unnecessary words and replace longer words with shorter ones, ensuring the sentence retains its original meaning, info, and tone.") 5️⃣ Distribute Once the newsletter is out, I repurpose it into short-form content for LinkedIn, Reddit, and Twitter. In total, it usually takes me 16-20 hours of work from the moment I pick an idea until it’s ready to ship, visuals and all. Well, I hope that was useful ;)

Did you know email delivers an average ROI of $42 for every dollar spent? In a world driven by fleeting social trends and evolving AI tools; Newsletters remain one of the most reliable channels for B2B marketers. Why? → They build direct, lasting connections in a space decision-makers trust: their inbox. Why newsletters matter more than ever: 1. High-value content: → 82% of B2B buyers engage with educational content early in their journey. → This makes newsletters a perfect delivery channel. 2. Control over reach: → On social media, algorithms dictate visibility. → Newsletters ensure your message lands directly with your audience. 3. Executive engagement: → Decision-makers do not like chasing. → Deliver them concise, actionable insights. Secrets to winning newsletters: a. Segmentation: → Craft audience-specific content that resonates deeply. b. Strong CTAs: → Guide your readers toward meaningful next steps. → Like signing up for a demo or downloading a resource. c. Track & tweak: → Use analytics to understand performance. → Optimize for higher clicks & conversions. Let’s take a look at newsletter innovations in 2025: 1. Interactive features: → Polls, quizzes & video embeds drive engagement → They also make your newsletters stand out. 2. Hyper-personalization: → AI tools now enable content tailored to each reader’s industry & challenges. 3. Dynamic formats: → Combine text, visuals & even brief audio snippets. → This appeals to diverse preferences. The bottomline here is: Newsletters aren’t relics—they’re revenue engines. When crafted with precision, they: → Educate → Nurture → Convert This makes them a vital tool in any B2B marketer’s arsenal. Are your newsletters driving the results they should?

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

I’ve trained 700+ entrepreneurs to create content. Most struggled with the SAME ideation problem: Their content ideation relies on creativity bursts. - They wait for “inspiration” instead of following a process. - They confuse copying trending hooks with an ideation strategy. The truth is that the right content ideas don’t appear by magic. They’re the result of a structured process. Without that process, everything becomes guesswork: - “What should we post today?” - “Our competitors did this, let's try!” - “Maybe we should try this new hook” And here’s what happens: - For the Team → confusion and ideation fatigue - For the Brand → inconsistent narrative, no clear message - For the Audience → fragmented story that doesn’t make sense Founder: “Yes, we struggle to get the right content ideas.” Me: “You need a 5-step content ideation wheel:” 1. Choose your Content Pillars Break your narrative into 3 recurring topics: your broader vision, your industry, and your unique expertise. 2. Ideate 30 Sub-Ideas List 10 sub-topics per pillar for a total of 30 sub-topics. The goal for you is to never face a blank page again. 3. Try 8 Formats Use different angles (carousel, infographic, before/after, story, team post...) to see what fits your voice best. 4. Publish & Engage Stay consistent with 5 posts a week, 15 minutes engagement before and after. 5. Analyze & Reuse Track impressions, profile visits, save rate, engagement and overall performance. Then, double down on the topics that work best. Follow me, Pierre Herubel, for daily marketing tips.

We generated $210K ARR in 8 months with Cold Outreach (for one of our clients) by *simply* refusing to give up. (Breaking down our 4-step process here👇) In June, we onboarded a Global Tech Recruitment SaaS as a consulting project. They’d been trying to go-to-market in the past, but never managed to build a channel to attract B2B clients. 🏆 Our mission? Help them build scalable Outbound Systems and train their team to run them independently. 1️⃣ Set up the Outbound infrastructure We set up 10 domains and warmed up 30 email accounts for them with Mailforge. Showed them how to use tools like Apollo, Prospeo.io and Clay for prospecting and lemlist for automating multi-channel Outbound campaigns. We then trained their team to: → Refine their ICP (focusing on companies hiring for tech roles globally.) → Segment leads using intent data (without burning Clay credits) to prioritize high-$$$ accounts. → Nail their offer + messaging to speak directly to decision-makers, and use Twain to slightly alter the first email per prospect. We wanted to get the right replies. Not just generate hype from “fake positives” with no intent to use the service. 2️⃣ Optimized the strategy using performance data from the first 3 weeks of campaigns As we gained traction, we quickly realized a pivot was necessary. By October, although we were getting positive replies the data showed that global campaigns should be broken down to localized campaigns, and that companies with 20+ employees were slower to convert. So we recalibrated our ICP to focus on those with 1-20 employees (more agile, faster decision-making) and tweaked our messaging. The result? responsive pipeline + quicker wins. 3️⃣ The Re-contacting play One of the most underestimated tactics we deployed was Re-contacting. Three months after their initial Outreach, we went back to: → Companies that didn’t reply. → Those that said they weren’t interested. → Prospects that showed interest but hadn’t converted. We used personalized messaging based on previous responses, positioning ourselves as a partner rather than a persistent vendor. The result? Cold leads revived and turned into warm opportunities. 4️⃣ Expanded the TAM to build runway In November, we expanded targeting to companies not actively hiring, building relationships before they needed to fill roles. Ensuring enough leads to run campaigns for the next 6 months. The Results? ✅ 392 positive replies in 8 months ✅ 35 clients closed ✅ $210K estimated ARR with avg ACV $4,000 The difference between a dead lead ☠️ and a closed deal 🤝 is recontacting and knowing when to pivot. If you need any help with your Outbound strategy drop me a DM 💬 PS: I hope it's clear that Lemwarm wasn't used in this campaign.

List building isn't the most glamorous GTM strategy work.   But it's part of your foundation.   Right accounts > Right people > Right time > Right action.   If the first step is off, the rest falls apart.   I've done a lot of ICP studies and list building over the last 2 years. I'm starting to develop a methodology that I think makes the process more reliable and easier.   In this article I dug into 3 general principles for B2B.   1.) Don't confuse TAM with ICP -- Getting these definitions straight makes the rest easier.   2.) For ICP, scoring beats filtering. -- Traditional data providers have trained us to buy filters. This paradigm is broken. -- Instead, think of your ICP as a gradient.   3.) Get specific. -- We all know what bad looks like in B2B – spray and pray, turn and burn. -- To do the opposite, you need well segmented lists for highly specific plays.   In 2021 you might have gotten by just by cranking up volume.   In 2024, buyer rigor has returned. That means you need to focus on the right accounts to be successful.   If you're deep in an ICP project, I'd love to trade notes…   What key principles am I missing? #b2b #sales #marketing

Coaches, let’s talk newsletters. Growing up isn’t the hard part, keeping people reading is. I was talking to a coach last week who said: "My newsletter had 800 subscribers… but every week, people kept unsubscribing. I’m adding new people, but losing old ones. Feels like a never-ending loop." Sound familiar? The truth is that subscriber growth is exciting, but it means very little if people don’t stick around. Because real value comes from retention. From turning passive readers into engaged fans who actually open, read, and even buy from you. So let’s break down what keeps your audience hooked 👇 🧠 What Makes People Stay? Subscriber retention isn’t just about sending a “great” email. It’s about psychology. Here’s what your readers want (and what most coaches miss): ✅ Consistency — Show up like clockwork. Make opening your email a habit for them. ✅ Connection — Make your content feel like a conversation, not a broadcast. ✅ Value — Teach them, inspire them, or shift their mindset every time. No fluff. Personalization Wins A McKinsey study showed: → 71% of people expect personalized content. → 76% get frustrated when it’s all “me, me, me” instead of “you.” So stop using your newsletter to only talk about yourself. Instead: 🔹 Segment your audience – Are they beginners or advanced? Coaches or clients? 🔹 Share relevant stories – What real problems do they have? Speak directly to those. 🔹 Use simple tech – Tools like ConvertKit or Customer.io help automate smart content journeys based on your reader’s behavior. 💡 Case in Point: A Coach Who Fixed Her Churn One of our clients was losing 5-6 subscribers every week. We paused the regular “salesy” emails and shifted focus to high-value insights, short stories, and light mindset tips. Result? → Unsubscribes dropped by 25% → Replies went up → 3 booked calls in 2 weeks from her email list alone Moral of the story? Don’t just send emails. Send value. 🔧 Tool of the Week: Customer.io If you’re running a newsletter and want to automate smart, behavior-based follow-ups, this tool is gold. ✅ Personalized content journeys ✅ Re-engagement automations ✅ Works like magic with small teams Before you go, tell me 👇 What’s one thing YOU do to keep your audience engaged? Drop your answer in the comments or reply “ENGAGE” and I’ll send you a few newsletter prompts that always get high open rates. #EmailMarketingForCoaches #NewsletterGrowth #PersonalBranding #ContentRetention #CoachingBusiness