Thread by @damn_ethan

Everyone says to build a successful newsletter you need an authentic voice.

But how do you ACTUALLY DO that?

After talking with some of my favorite newsletter writers, here are a few concrete tips...🧵

First - why voice is important...

Your voice acts like a beacon that attracts the right readers to your newsletter.

As Dan Oshinsky says, you want people thinking, "Where has this been all my life?"

That happens when your voice resonates with them.

docs.google.com/presentation/d…

In her book on content marketing, @stephsmithio says:

When people talk about their favorite publications, they often talk about HOW they cover a topic, rather than WHAT they cover.

In other words -- your voice is what makes you someone's favorite.

Some examples...

One concrete way to uncover your voice -- ask yourself:

"What do you feel is missing from the landscape today?"

The Hustle, for example, wanted startup news, but told in the way you'd talk about it with your (smart, good-looking) friends.

Another example: @petition -- the only bankruptcy law newsletter you'll find that uses 🔥 memes and drops f-bombs.

They consciously wanted to:

1️⃣ Explore themes that others ignored
2️⃣ Take a view (rare for the legal space)
3️⃣ Be accessible -- like talking to someone at a bar

So the first tip is just to think about what you feel is missing, and start there.

Your newsletter is an experiment to see if others feel the same way.

Speaking of PETITION, their advice on nailing voice:

1️⃣ First, write straight. Just get your point across clearly.

2️⃣ Then layer on the voice in the revision process.

Too much early focus on voice and you can lose site of the story, publish something inaccurate, and lose trust

Great voice doesn't just happen... Ever.

It's a process.

A key step in @Codie_Sanchez process: Read an article out loud before you publish it.

If it sounds weird, you'll know. Revise the stuff you trip over.

This may be the most concrete way to develop an "authentic" voice.

Those writers whose voice you love...They spend a ton of time revising.

Hemingway re-wrote the ending of A Farewell to Arms 39 times. Why?

"Getting the words right."

Your first drafts will suck. It's okay. That's the process. Stick with the process.

Last tip, if you're really struggling to find your voice:

Consider a pen name.

Pseudonyms are more common than you'd think in writing. They offer:

1️⃣ Privacy for you
2️⃣ The ability to write about taboo topics
3️⃣ A little professional detachment from the work

When The Hustle first started, it published stuff from:

-Steve Garcia
-Sid Finch
-Steph Whitfield
-others...

None of these people are real (although Sid's got a LinkedIn account). They're just fun characters that made it easier to write about lots of different topics.

The writers at PETITION are anonymous in part because it keeps anyone from trying to influence their writing.

So pen names and avatars can actually do a lot to preserve authenticity.

Of course, if you do have an authentic voice, guess what...

You're gonna piss some people off. That needs to be okay.

The best advice I ever got on dealing with trolls came from @jaltucher.

He says to imagine a 24-hour clock. If you ignore trolls, they get bored and move on in a day or so.

But every time you engage, you reset the clock.

So to wrap things up, 3 concrete tips for finding your authentic voice:

1️⃣ Ask yourself, "What do you feel is missing in your industry's media?"

2️⃣ Write straight, layer on voice, then read out loud.

3️⃣ If you're still struggling, take the pressure off with a pen name.

If this was helpful, go ahead and follow me (@damn_ethan)

I'm sharing 1 thread on newsletters each day for the next 37 days. Based on 6+ months of research we did at trends.co

DM if you have questions or want me on your podcast. Happy to dish!

My next thread is going to be on the building blocks of a great email -- what they are and how they work (sneak peek below).

Reply here with any questions you have on that and I'll try to answer them there.