Why your creative business needs a newsletter…

…more than another Instagram post

Writing a newsletter for your audience

I suggest newsletters to my clients repeatedly. Those who are brilliant at what they do, Spending years building a craft, telling me they need to be more visible online. -So let’s post on Instagram. We can try Reels. Experiment with Stories. Spend a whole Sunday afternoon creating content and by Tuesday it will have disappeared into the ether and taken all our efforts with it.

And we wonder why nothing is growing.

I am not here to tell you Instagram is useless. It has its place. But I want to talk to you about something that works harder, lasts longer, and does not disappear the moment you stop feeding the algorithm. I want to talk about a newsletter.

The problem with renting an audience…

When you build your audience entirely on Instagram or any other platform, you do not actually own that audience. You are borrowing it. The platform owns the relationship, and the platform can change the rules at any moment. And they do!

Your Instagram account can be hacked. You can be shadow-banned without warning or explanation. The algorithm can simply decide to stop showing your content to the people who asked to see it. I have watched this happen to myself and clients after spending years growing a following, only to find that their reach had dropped overnight and nobody could tell them why.

An email list is different. Those people gave you their email address. They asked to hear from you. And when you send them something, it lands directly in their inbox, not filtered through an algorithm, not competing with sixty other posts for thirty seconds of attention.

You own that relationship. That matters more than most people realise until the day the platform does something unexpected.

A newsletter builds trust in a way that a post cannot.

There is a difference between someone scrolling past your content and someone who has invited you into their inbox. The latter is an act of trust. They are saying: I want to hear what you have to say.

And when you show up consistently, in a voice that is recognisably yours, sharing things that are genuinely useful or interesting, that trust compounds. You are not performing for an algorithm. You are having a conversation. A slow one, a fortnightly one, but a real one.

By the time someone on your list is ready to work with you, they already know how you think. They have been reading you for months. The sale, when it comes, does not feel like a sale at all.

But I do not have time to write a newsletter…

I hear this a lot. And I understand it completely. I too have let it slide - The cobblers children have no shoes!! 

You are already doing everything. You are doing the work, managing clients, handling admin, posting on Instagram when you can, and trying to have a life somewhere in the margins. You didn’t have “Marketing Expert’ on your list of skills!

The idea of adding a newsletter on top of all this can feel impossible. But here is the thing: a newsletter does not have to be a production. It does not have to be long. It does not have to be polished in a corporate way. It just has to be consistent, and it has to sound like you.

One observation. One insight. One gentle nudge toward something useful. That is enough. That is, in fact, more than most people are doing.

What a newsletter does that Instagram cannot

If you blog before sending the newsletter you will build a searchable body of content that lives on your website and helps Google understand what you do. It gives you something to link to in the newsletter and also from every other platform you use back to your website. It lets you go deeper than a caption ever can. It creates a direct line between you and the people who are genuinely interested in working with you. And it is there in someone's inbox on a quiet Tuesday morning, doing its work, whether or not you are online.

Where to start

Start with one. Not weekly, not daily. Just one newsletter, sent monthly, in your own voice, to whoever is on your list right now. Even if that list is small. Small lists with the right people on them are worth more than huge lists full of people who do not care.

If writing it yourself feels like too much right now, or if you want someone to help you shape your voice into something consistent and on-brand, that is something I can help with. I work with creative women and wellness practitioners to write and manage their newsletters, so the content keeps going out even when life gets full.

Because visibility does not happen in a moment. It is built slowly, newsletter by newsletter, until one day the right person reads it and thinks: this is exactly who I need. If that resonates, get in touch and we can talk about what that looks like for your business.

And if you team up your newsletter with writing a couple of blogs… We can maximise on your efforts! All those social media posts? They can be inspired by the blogs, and promote the newsletter. Bringing fresh traffic to you website and telling Google they made a good referral when they suggested your website!

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I offer a newsletter and blog support service where you write under my suggestion and advice your news, a blog and I will do all the technical magic add some marketing tricks and get your subscriber list growing, traffic flowing thorugh your website and services being sold.