Most B2B newsletters are just a collection of links that the marketing team wanted people to click. They are focused on the sender, not the receiver. To create a newsletter that people actually look forward to, you need a better recipe. ## The Three Ingredients of a Great Newsletter 1. **A Clear Perspective:** Don't just share news; share your take on the news. Why does this matter to your audience? What should they do about it? 2. **High Signal-to-Noise Ratio:** Be ruthless about what you include. If it's not genuinely useful, interesting, or entertaining, leave it out. 3. **A Human Voice:** People connect with people, not logos. Write like you're sending an email to a friend. ## The Structure of Every Issue - **The Hook:** Start with a personal story or a counter-intuitive insight to grab attention. - **The Meat:** Provide 1-2 deep dives into specific topics. - **The Takeaway:** End with a clear action item for the reader. ## Conclusion A great newsletter is a service you provide to your audience. Treat it with the same care you'd give to any other product, and they will reward you with their attention.