Newsletter content

A monthly newsletter is the most underrated marketing asset for financial advisors. A list of 500 opt-in subscribers produces more business than most agencies realize.

The one-big-thing format

One substantive section + 2-3 quick items. 400-600 words total. Sent from your personal email.

Write monthly newsletter for my financial advisor clients.

Topic: [pick one]

Structure:
- Subject: 5-7 words, personal
- Open: one sentence like writing to a friend
- Main section (250-400w): one big thing with specific example
- Quick hits: 3-5 bullets, 1-2 sentences each
- Close: 1-2 warm sentences
- P.S. with specific detail

Tone: knowledgeable friend, not broadcast. "You" a lot. "I" naturally.

Do NOT: sound templated, corporate sign-offs, stock-photo-heavy layout.

12-month topic calendar

Topics tied to real triggers:

• January, year-end tax wrap, new-year planning items
• April, tax deadline-driven actions
• June, mid-year check-in
• October, open enrollment, end-of-year moves
• December, gifting + charitable planning

Welcome sequence

4-email welcome sequence for new subscribers.

Email 1 (immediate): Welcome, who I am, what to expect. Under 150w.
Email 2 (day 2): One actionable thing. Under 200w.
Email 3 (day 5): Anonymized client story. Under 250w.
Email 4 (day 10): Soft direct ask. Under 150w.

From me personally. Hand-written feel.

Tools

• ConvertKit / Kit, creators
• MailerLite, free tier, simple
• Beehiiv, newsletter-first
• ActiveCampaign, more complex automation

Avoid MailChimp and Constant Contact for cold/warm lists, dated, mediocre deliverability.

This week's task