Search traffic is powerful, but the relationship is weak. Someone searches, comes in, gets an answer, and once they leave, it’s over. The chances of meeting again are low.
Newsletters are different. Leaving an email address means they want to see your next piece too.
The Beginning of a Fan
Fans don’t start in grand fashion. When someone starts waiting for my next piece, that is the beginning of a fan.
That’s why a blog needs a newsletter CTA. It’s a structure that asks people who have read the whole piece, “Would you like to receive the next entry too?”
Operating Principles
Don’t send newsletters too often. Don’t forcefully package your writing, either. Instead, send a condensed version of what I actually learned, how my thinking changed, and what I’ll try next.
It’s okay to start small. What matters is creating a channel through which you can meet your readers again.