The Death of the Generic Newsletter (And How to Build One That Actually Grows)

Want to play a little game?

Go check the archives of r/Newsletters, or skim the abandoned Substacks from 6–12 months ago.

You’ll see the same pattern over and over:

• Newsletter about AI trends ✅

• Newsletter about marketing news ✅

• Newsletter about general “business updates” ✅

• 6 issues later… crickets.

They didn’t fail because they were bad writers.
They didn’t fail because they didn’t “work hard enough.”

They failed because they sounded like everyone else.

And when you sound like everyone else…
You are invisible.

In 2025 and beyond, being "good" isn’t good enough.
You need to be specific. You need to feel different. You need to make a reader think:

Why Generic Newsletters Die Quiet Deaths

Readers have infinite choices today.
If your newsletter doesn't give them a sharp reason to stay, they won't.

Here's the brutal reality:

• "News in AI" → they already follow 20 AI accounts.

• "Business Trends" → they get 10 free recaps a day.

• "Productivity Hacks" → TikTok has thousands.

What wins?
Newsletters that own a unique angle.
Newsletters that filter the noise, not add to it.

If you're just another notification... you're easy to ignore.

Don’t just think of a niche — go two levels deeper.
Parenting? Not just "parenting tips," but “sensory play ideas for busy toddler moms working full-time.”
Marketing? Not just "marketing advice," but “LinkedIn ghostwriting strategies for solo founders.”

The sharper the focus, the stronger the pull. Specificity wins attention today.

The Power of Sharp Positioning (Today’s Biggest Cheat Code)

Here’s a secret:
You don’t need to invent a new topic. You need to own a sharper slice of it.

Instead of:

Instead of:

Instead of:

Good positioning punches through.
It creates loyalty before you even send your first welcome email.

How to Create a Magnetic Hook That Actually Sticks

🔹 1. Shrink the audience to expand your impact.
Don't write for "everyone interested in tech." Write for "product managers building AI-first apps."

🔹 2. Focus on a tension, or be different.
What burning pain does your reader feel that no one’s solving yet?
Examples:

• "AI tools are overwhelming... I simplify them for busy parents."

• "Everyone shows marketing wins. I analyze marketing failures."

This does not mean you have to come up with something novel. You could also just change how you present your content. Think memes, audio, or even comic like Smartnonsense.

🔹 3. Deliver a specific transformation.
A reader should know what will change in their life if they subscribe.

• Before: Confused by AI → After: Confident using AI at work.

• Before: Drowning in news → After: Smarter, faster decisions.

💡 The Quick Checklist to Escape "Generic Newsletter Syndrome"

✅ Pick a sharp angle, not a broad topic.
✅ Speak to a real problem or desire.
✅ Promise a clear transformation.
✅ Show what’s different about you immediately.

Thanks for reading.
No matter how noisy it gets — there’s always room for something different and great.

Catch you next time,
Mo