The 2-hour newsletter setup (stop overthinking, start publishing)
You don't need a perfect website to make $1K/month
I have a confession: I spent 6 months "getting ready" to launch my first newsletter.
Perfect logo. Custom website. Branded email templates. The works.
Signing up for every guru’s advice letter.
Want to know how many subscribers I had after all that effort?
Zero.
The Minimum Viable Newsletter Setup
Here's everything you actually need to start (and I mean everything):
Essential #1: A Platform
Substack (what I recommend): Free, easy, built-in audience
ConvertKit (now rebranded as simply ‘Kit’) + simple landing page: More control, $29/month
Mailchimp: Familiar interface, free up to certain level of subscribers
Pick one. Don't spend more than 15 minutes deciding. They're all good enough to start.
(Hint: Substack’s free to start.)
Essential #2: A Clear Name Keep it simple:
"The [Topic] Weekly" (Remote Work Weekly)
"[Your Name]'s [Topic] Newsletter" (Steve’s Marketing Insights)
"The [Audience] Guide" (The Solopreneur Guide)
Avoid: Clever wordplay, inside jokes, anything you have to explain.
Example… I ditched my own ‘clever’ wordplay: ‘The ClicksFix’ - the newsletter would be filled with weekly ways to write better headlines and subject lines to get more clicks on your emails, on blog posts, on social media stories. Big fail. Nobody ‘got it’ when they heard the word spoken, let alone when they read it.
Essential #3: Basic Branding
Choose 2-3 colors (use coolors.co if you're stuck)
Pick a simple font (stick with defaults if unsure)
Create a basic logo (Canva has free templates)
Time limit: 1 hour max. Remember, your content matters 100x more than your logo.
The One Page That Changes Everything
Your "About" page isn't about you – it's about what you do for your readers.
Template that works: "Every [frequency], I share [specific benefit] for [specific audience].
In 5 minutes or less, you'll get [outcome 1], [outcome 2], and [outcome 3].
I've [your relevant experience/credibility].
Perfect for [ideal reader description]."
Example: "Every Tuesday, I share actionable growth strategies for newsletter creators.
In 5 minutes or less, you'll get one proven tactic, a tool recommendation, and a case study from someone doing it right.
I've grown 3 newsletters to 5K+ subscribers and helped 100+ creators launch theirs.
Perfect for solopreneurs who want to build an audience without burning out."
The Fatal Flaw Most Creators Make
They try to be everything to everyone. Your newsletter should solve ONE specific problem for ONE specific type of person.
Bad: "Tips for entrepreneurs" Good: "Email marketing strategies for coaches"
Bad: "Personal development insights" Good: "Productivity systems for working parents"
Bad: "Business and lifestyle advice" Good: "Side hustle strategies for 9-5ers"
See the difference? Specificity attracts. Generality repels.
Your 2-Hour Setup Checklist
Hour 1: Technical Setup
__ Choose platform and create account; save log-in and password where you’ll find it quickly when you’re on deadline (15 min)
__ Pick name and set bio (15 min)
__ Basic visual branding (30 min)
Hour 2: Content Foundation
__ Write ‘About’ page (30 min)
__ Create content calendar for first month (20 min)
__ Write your first newsletter (save as draft) (10 min)
That's it. You're ready to launch.
The Publishing Mindset Shift
Here's what I wish someone had told me: Your first 100 subscribers don't care about your branding. They care about whether you can help them.
Focus on:
Consistent publishing schedule
Valuable, actionable content
Genuine connection with readers
The pretty stuff can come later.
Real Talk: Your First Newsletter Will Suck
Mine did. Everyone's does. The magic isn't in perfection – it's in starting.
Newsletter #1 might get 5 opens. Newsletter #50 might get 5,000. But you can't get to #50 without publishing #1.
Your Next 24 Hours
Set up your newsletter using the checklist above (seriously, block 2 hours today)
Write newsletter #1 – introduce yourself and your mission
Send it to 10 friends/colleagues – ask for honest feedback and shares
Don't overthink this. Your first subscribers want to support you, not judge you.
Tomorrow, I'll show you the exact content framework that keeps readers opening every single email (plus the one type of content that drives the most growth).
Ready to stop preparing and start publishing?
Good. See you tomorrow.