Followers are real people, not sheeple, and we will catch on if you seem to be full of sh*t. Read more about Fakefluencers in this edition of Mojo Writer, a Substack newsletter I created to support my content creation on Medium.

This is an excerpt from The Thursday Three — a marketing newsletter I wrote for SEO expert, Stephan Spencer:

You want to write a kickass newsletter but you have no idea how to start. 

Yes, this is a meta-newsletter about how to write newsletters. 

First, remember that this is going directly into your customer’s inbox (let’s call that customer Pat). It has to feel personal to Pat, so crumple up all the emails you’ve ever started with the intro Dear Valued Customer, and let them line the bottom of your hamster’s playpen. 

OK. That’s a good start!

Now think – Does Pat: 

• Immediately understand the key idea? 

• Follow your logic? 

• Does Pat feel a flash of recognition? 

• Is he/she enjoying the read? 

• Was there at least one LOL moment? 

If so, there’s a good chance Pat is looking forward to your next email, so don’t forget to be consistent and send your awesome newsletter weekly on the same day at the same time.

P.S. Did you know people love a P.S. at the end of an email newsletter? Why? The P.S. is the most charming part of a letter. It's the wink you give as you walk away.