Skill Arbitrage Blog

This article is for Indian freelancers who want to pitch high-value B2B newsletters but struggle to convince decision-makers. You’ll learn why most pitches fail. You’ll discover how to overcome it by positioning newsletters as an irreplaceable asset rather than an optional marketing tool. By the end, you’ll know how to make clients see your newsletters as a core business necessity so they don’t just buy, they commit.

Previously on Newsletters

With long sales cycles and slow-moving B2B deals, waiting for clients to notice his work was a losing game. He needed a way to stay top of mind, build authority, and showcase results before the first sales call.

Parvathishankar handed him the answer… newsletters, not as content but as a system. But a newsletter is only as powerful as its execution.

Now, Raghunandan faces a bigger challenge: As competition for B2B attention grows fiercer, how does he craft a newsletter strategy that guarantees engagement, proof, and conversions?

(Continued…)

The golden glow of the sunset bathed the beach in a serene light as Raghunandan stood beside Swathi, his heart racing. This was the moment he had been planning for months. The perfect setup, the perfect time. Everything was just right. He had the ring in his pocket, and his mind was set on one thing – asking Swathi to spend the rest of her life with him.

Swathi was lost in the view, the gentle sound of the waves crashing against the shore filling the silence between them. The warm air wrapped around them like a soft embrace, and for a moment, Raghunandan felt like the world had stopped turning.

He shifted, taking the ring box from his pocket. He took a deep breath, ready to drop to one knee, when…

Ding.

His phone vibrated, cutting through the moment like a cold splash of water. He froze, the ring box still in his hand.

The email notification flashed on his screen:

“Urgent Call: Tim Johnson, VP of Marketing at QuantumX Technologies – 15 minutes.”

Raghunandan’s stomach sank. The moment he’d planned for so long was suddenly interrupted by a call he couldn’t ignore.

1. Indian freelancers should pitch newsletters

Raghunandan had been unstoppable.

The newsletter idea, sparked by a passing conversation with his father, Parvathishankar, had turned into something bigger than he ever imagined. It wasn’t just a tactic anymore. It was his thing. The thing that set him apart.

He’d tested it with an invoicing SaaS, fine-tuned the execution, and the results had spoken for themselves. Leads warmed up faster. Sales cycles shrank. The client was thrilled. This worked. And now, armed with proof, he was pitching it to bigger fish.

Today was the biggest yet.

QuantumX Technologies. Not just another client, but a company on the brink of something huge. If this landed, it wouldn’t just be a contract. It would be a turning point.

Swathi’s voice pulled him back. “You okay?”

Raghunandan snapped out of it, his fingers tightening around his phone. Fifteen minutes until the call. He needed to focus.

“Yeah, just… uh… tying my shoelace,” he said, dropping to one knee.

Swathi folded her arms. “You’re wearing sandals.”

His stomach flipped. Crap. “Oh. Well, uh… I was just checking if the ground was level.”

She gave him a look. The kind that said, I know you’re hiding something, but I’ll let it slide.

Silence settled between them. The waves crashed. The golden sunset painted the sky in soft hues. It was perfect.

Too perfect.

Swathi studied him, her expression gentle but probing. “Raghunandan… is there something you need to tell me?”

His heart pounded. Yes. Everything.

But the call loomed over him like a storm cloud.

“I’ll explain later,” he said, his voice quiet. “Right now, I need to go back to the resort. It’s… important.”

Swathi didn’t argue. But her eyes…they knew.

She nodded. “Alright. I’ll be here when you’re done.”

He swallowed hard, glancing one last time at the moment slipping through his fingers. The perfect setting. The perfect time. The perfect plan.

He pocketed the ring.

Then, with his heart tangled in a knot, he turned away.

2. B2B newsletters are harder to pitch than other copywriting services 

Raghunandan settled into his seat, rolling his shoulders back as the call connected.

The screen flickered. Tim Johnson. Sharp gaze. Expression unreadable. The kind of face that gave nothing away.

Behind him, a sleek, minimalist office. No clutter. No distractions. Just efficiency, precision, and the quiet weight of high-stakes decisions.

“Good to see you, Raghunandan,” Tim said. Polite. Measured. Already moving forward. “Let’s get into it.”

No small talk. No warm-up. Straight to business.

Raghunandan nodded, steadying himself. This wasn’t just a pitch. It was a chance to redefine how QuantumX nurtured high-value prospects.

He launched in, selling not a newsletter but a system.

A precision-engineered asset designed to keep QuantumX top of mind until prospects were ready to buy.

The core truth:

• B2B sales don’t happen overnight.
• Deals stall. Decision-makers get distracted.
• The real risk? Not losing to competitors, but being forgotten before the deal even happens.

The problem:

Most brands rely on social media or cold outreach. Both are flawed.

• Gatekeepers block access.
• Algorithms throttle reach.
• Response rates are abysmal.

The solution? A direct, owned channel. Predictable. Personal. Undeniable.

A newsletter? No. A strategic engagement engine.

• Automated. Consistent value, delivered without extra effort.
• Data-driven. Every email, optimized for conversions.
• Proven. Case studies. Execution plans. ROI-backed proof.

Each point stacked carefully, designed to make saying yes feel inevitable.

And yet Tim didn’t react.

No leaning in. No nodding. No flicker of engagement. Just listening. Processing. Unmoved.

Raghunandan finished. Silence stretched.

Tim exhaled, finally leaning back. “You’ve given me a lot to think about.” Neutral. Uncommitted.

A flicker of unease crept in. “I’d be happy to clarify anything.”

Tim held up a hand. “It’s not about clarification.” A pause. “I understand the strategy. The numbers are strong.”

Another pause. Longer this time.

“I just need to make sure I believe in it.”

A beat.

Then, a shift. Subtle, but there. A decision forming.

Tim gave a small nod, almost to himself. “Let’s take a break. Give me an hour. When we reconvene, I don’t want more logic. More stats. More execution plans.” His eyes locked onto Raghunandan. “I want to hear why you believe this will work.”

Raghunandan’s chest tightened. A small window. One last chance to tip the balance.

He forced a nod. “Understood. I’ll see you in an hour.”

The call ended. The screen went black.

Raghunandan exhaled, rubbing a hand over his face.

He had the proof. The plan. The execution.

And yet Tim hesitated.

3. Pitching newsletters requires communicating deep industry knowledge to decision-makers

His phone was in his hand before he even realized it. Muscle memory took over. Scroll. Tap. Dial.

Two rings. Then Parvathishankar’s voice, steady as ever. “Yes, Raghunandan?”

“Father, I just pitched QuantumX. Everything was solid. Logic. Proof. Execution. But Tim called for a break. He said he wants to make sure he believes in it.”

Silence. Then, a low chuckle. “Ah. I see.”

Raghunandan frowned. “See what?”

Parvathishankar’s voice carried the weight of someone who had seen this before. Many times. “Do you know about Gell-Mann amnesia?”

Gell-Mann amnesia

Raghunandan frowned, still trying to wrap his head around what his father was getting at.

“What exactly is Gell-Mann amnesia?”

Parvathishankar’s tone was patient and steady. “It’s a term coined by Michael Crichton. Let me read it to you exactly as he explained it.”

Raghunandan could hear the faint clicking of keys. Then his father began.

“‘I can remember the first time I realized that newspapers are not the most reliable sources of information. It came when I read an article in a respected publication about a field I knew well. The article was wrong, full of errors. I remember feeling a certain dismay about it. But what happened next was more telling.

As I read the article, I recognized that it was full of errors, yet I still believed the other stories in the same paper, even though I had just seen it make a mistake. I had fallen prey to Gell-Mann Amnesia. I trusted the newspaper’s reporting on topics I didn’t know anything about, even though I’d just seen it fail in a field I knew intimately.’”

Silence hung between them for a moment before Parvathishankar continued.

“You see, Raghunandan, people rarely question the authority of a source when they don’t know much about the subject. But when they are experts, they can immediately spot the flaws. They see the gaps, the shallow understanding, and the missing context.”

Raghunandan leaned back, letting the thought settle.

“So,” he said slowly, “Tim is expecting industry leaders to read the newsletter. He wants someone who actually understands his world.”

Parvathishankar’s voice carried the weight of certainty. “Exactly. Tim isn’t looking for well-written but generic content. He’s an expert. And experts can tell when someone doesn’t know what they’re talking about. He needs someone who speaks his language. Someone who understands the nuances, the real pain points, the challenges, and the deeper context.”

Raghunandan’s mind clicked into place. The newsletter pitch wasn’t just about selling a strategy.

It was about proving to Tim that he wasn’t just another freelancer.

He was someone who understood.

4. Newsletter as a product

Raghunandan paced around the room, phone pressed to his ear. His bare feet scuffed against the floor as he walked back and forth, his mind racing faster than his steps.

Parvathishankar’s voice came through, steady and certain. “Raghunandan, your newsletter isn’t just another marketing tool. It’s a product. A media product. If you treat it that way, you won’t just push out content. You’ll build trust. You’ll become an authority.”

Raghunandan exhaled, switching the call to loudspeaker. He set the phone on the table and leaned forward, palms flat against the surface, staring at the screen as if it held the answer.

A product. Not just words on a page.

He had heard Ben Thompson of Stratechery talk about this before.

He straightened, running a hand through his hair. “So you’re saying I need to stop thinking like a freelancer and start thinking like a publisher?”

Parvathishankar’s chuckle rumbled through the speaker. “Now you’re getting it.”

Raghunandan turned away from the phone, gazing out the window. The city lights blurred in his unfocused vision.

A product. A system. A business asset.

Not just another newsletter.

Owning the audience relationship

Parvathishankar’s voice came through, steady as ever.

“You see,” he said, “remember how people used to buy newspapers? It wasn’t just for the news. They paid for the paper because they trusted the editorial voice. If the owner backed a candidate, people listened. If they endorsed a product, it carried weight. The power wasn’t just in the information. It was in the relationship.”

Raghunandan turned from the window, rubbing his jaw. The power was in the relationship.

His steps quickened as the realization hit. “So you’re saying the newsletter has to be like that? More like a trusted source, not just a promotional tool?”

He picked up the phone, staring at the screen for a moment before pressing it back to his ear.

“Exactly,” Parvathishankar said. “Your audience doesn’t just need information. They need a voice they trust. Be that voice, and you’ll own the space.”

Building trust through insightful content

Raghunandan gripped the phone tighter, pacing the length of his apartment. His bare feet scuffed against the floor, the weight of the conversation pressing on him.

Parvathishankar’s voice came steady through the speaker. “When you’re building a newsletter, you’re not just sending content. You’re building a relationship.”

Raghunandan stopped, one hand braced against the back of a chair. He stared at the phone, as if the answer he was looking for might flash across the screen.

Parvathishankar continued, his tone measured. “People don’t just read newspapers for information. They trust the editor. They believe in the voice behind the words. That trust? It’s everything. Once you have that, you’re not just collecting subscribers. You’re building a loyal audience.”

Raghunandan exhaled, fingers tightening around the chair. A loyal audience. Not just passive readers. Not just names on a list. People who would rely on him, who would look to him for insight and direction.

Parvathishankar’s voice sharpened. “And when you recommend something, they’ll listen.”

Raghunandan swallowed, his pulse quickening. This was bigger than he had thought. Bigger than a strategy. He wasn’t just pitching a newsletter. He was building influence.

Actionable value

Raghunandan stared at the phone, willing it to give him the answer. “Okay,” he said, his voice steady but tight. “So, how does that work in practice? I mean, how do I actually build that trust?”

Silence for a beat. Then, Parvathishankar’s voice came through, carrying that familiar, knowing edge. “Simple. Look at Lenny Rachitsky’s Lenny’s Newsletter.”

Raghunandan’s fingers drummed against the desk. He knew the name. He had skimmed the newsletter before, but now he was hearing it differently.

Parvathishankar went on. “He doesn’t send out fluff. No generic updates, no filler. His content is sharp, insightful, and actionable. Every email solves a real problem.”

Raghunandan nodded absently, pushing away from the desk and pacing again.

“That’s how you earn trust,” Parvathishankar said. “You show up with value every single time. No misses. And then, when you make a recommendation, whether it’s a product, a strategy, or a partnership, people listen. Because they know it’s coming from someone who’s proven their worth.”

Raghunandan stopped, exhaling hard as he stared out the window. Every single time. That was the standard.

Newsletter as a platform for authority

Raghunandan ran a hand through his hair, his mind racing. “If I get that right, the audience will follow my lead on bigger things?”

Parvathishankar’s voice crackled through the speaker, steady, certain. “Exactly. Think of it this way. Once you’ve got trust, your newsletter becomes more than just a list of updates.”

Raghunandan turned, drifting toward the window, eyes unfocused. The weight of the idea settled in, slow and heavy.

“It’s a platform,” Parvathishankar continued. “A way to shape decisions. And when you have that kind of power, you’re no longer just a service provider.”

Raghunandan looked back at the phone, fingers tightening around it.

“You’re an authority.”

Takeaway: Newsletter is a product, not marketing

Raghunandan grabbed a pen, flipped open his notebook, and underlined a single word: Trust.

His newsletter wasn’t just marketing. It was a product. A relationship builder.

He jotted down quick notes:

• Not just content → Authority platform
• Trust first → Influence follows
• Readers don’t just consume → They rely on it

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5. Core principles for building an irreplaceable newsletter

“Alright, Raghunandan, now that you see the big picture, let’s get into strategy.”

Raghunandan straightened, shifting the phone to his other hand. He grabbed a pen, flipping to a fresh page in his notebook.

“You don’t want a newsletter that just blends in,” Parvathishankar said, his voice steady. “You want something that stands out, something irreplaceable.”

Raghunandan clicked his pen, his focus razor-sharp. “I’m all ears.”

Hyper-niche focus

“First things first. You need to go hyper-niche,” Parvathishankar said. His voice was steady, no room for argument. “No one cares about another generic business newsletter that talks about everything and nothing. Packy McCormick built Not Boring by doing the opposite. He found a unique angle, went deep, and owned it.”

Raghunandan spun his pen between his fingers, then caught it mid-air. His mind was already turning. “So instead of trying to appeal to everyone, I lock in on something razor-sharp. Something my audience actually cares about?”

“Exactly,” Parvathishankar said. “The narrower the focus, the stronger your position. Think Ben Thompson. He didn’t just write about tech. He built a monopoly on insight. You carve out a space where you’re the only real authority on that specific problem. Once you do that, no one can replace you.”

Raghunandan exhaled through his nose and flipped to a fresh page in his notebook. Hyper-niche. A monopoly on insight. He pressed the pen to the paper.

Now they were getting somewhere.

Intellectual zip files

Raghunandan planted his elbows on the desk, phone pressed to his ear. His pen scratched across the notebook, pausing only when he needed to think. “Alright, but how do I keep it compelling without dumping too much on them?”

Parvathishankar’s response came smooth, like he had been waiting for the question. “This is where the intellectual zip file approach comes in.”

Raghunandan frowned slightly, rolling his pen between his fingers. “The what?”

“The intellectual zip file,” Parvathishankar repeated, his tone carrying a knowing smile. “You pack dense, actionable insights into a format that’s quick to process. Byrne Hobart from The Diff does this brilliantly. No rambling setup, no fluff, just straight to the insight. Decision-makers don’t have time to wade through walls of text. They want bite-sized, decision-ready content.”

Raghunandan let out a short laugh, shaking his head as he thought about all the newsletters he had skimmed past. “So, basically, cut the fat and get to the point?”

“Exactly,” Parvathishankar said, his voice firm. “A great newsletter doesn’t demand time. It saves time. The moment your readers trust that every issue will deliver value fast, they’ll keep coming back.”

Raghunandan leaned back, staring at the ceiling. Tight, sharp, impossible to ignore. He liked the sound of that.

Take strong stances

Raghunandan shifted, bracing a hand on the desk. His phone was warm against his ear, but he barely noticed. “Alright, so I keep it tight, keep it valuable. But how do I make sure people actually care?”

Parvathishankar’s voice came through steady. “Here’s what most newsletters get wrong. You’ve got to be opinionated. Take strong, defensible positions on industry practices. Challenge the status quo.”

Raghunandan grabbed his pen, twirling it between his fingers. “You mean like stirring the pot?”

“More than that,” Parvathishankar said. “Sam Parr and Byrne Hobart swear by this. If your content plays it safe, it fades into the noise. But if you take a stand, make people think, even argue? That’s when they pay attention.”

Raghunandan straightened, staring at the wall but seeing the newsletters he actually read instead of just skimming. The ones that gripped him, the ones he remembered, weren’t afraid to ruffle feathers. “So, don’t just play it safe. Take a side.”

“Exactly,” Parvathishankar said, his tone sharpening. “If no one disagrees with you, you’re not saying anything interesting. Boldness sparks conversations. And that’s where real engagement happens.”

Raghunandan exhaled slowly, pen tapping against the desk. Boldness. Not just value, but conviction. That’s what made people listen.

Owning the audience relationship

Raghunandan paced, phone on loudspeaker, his fingers drumming against his side. He glanced at the screen, then away, his mind turning over the idea. “I keep hearing about ‘owning the audience relationship,’ but what does that actually look like?”

Parvathishankar’s voice came through clear. “Ben Thompson drills this into people. Your email list isn’t just a marketing tool, it’s a business asset. Treat it that way. It’s not just a way to send promotions. It’s a relationship. A direct line to people who trust you. And once you have that trust, it’s powerful. You’re not just some vendor in their inbox. You’re a source they rely on for insights, advice, and direction.”

Raghunandan slowed, resting a hand on the back of his chair. He could feel the weight of it now. “So, the email list isn’t just leads. It’s a long-term investment in relationships?”

“Exactly,” Parvathishankar said, his tone unwavering. “And you need to treat it like that. It’s something you nurture, protect, and never take for granted.”

Raghunandan nodded to himself, his grip tightening on the chair. An asset. A responsibility. Not just numbers on a dashboard.

Creating two-way conversations

Raghunandan pressed the phone to his ear, then switched back to loudspeaker, rubbing his chin as he paced. The pieces were coming together, but something still felt incomplete. “Alright, so I build trust, deliver value, and own the relationship. But what else? What takes it from good to great?”

Parvathishankar’s voice came through steady. “Here’s the last piece of the puzzle. It’s not just about broadcasting. You need a two-way conversation. Don’t just send emails and hope for engagement. Invite it. Ask questions. Encourage replies. Get your audience talking. That’s how you build real trust. Lenny Rachitsky does this masterfully with Lenny’s Newsletter.”

Raghunandan stopped pacing, hovering over his notes before he tapped in a reminder. “So it’s not just me talking at them. It’s about creating a dialogue?”

“Exactly,” Parvathishankar said. “A one-way street won’t cut it. The more engaged your audience feels, the more loyal they become. And loyalty is what turns a newsletter from a side project into a real business asset.”

Raghunandan exhaled, staring out the window. Not just content. A conversation. That was the difference.

Takeaway: Build a relationship, not just an email list

Raghunandan exhaled, his fingers hovering over his notes. Each principle felt like a puzzle piece clicking into place:

• Not just content. A trust-building system.
• Hyper-niche = monopoly on insight.
• Dense, decision-ready content. No fluff.
• Bold opinions > safe, forgettable takes.
• Own the audience. Email list = business asset.
• Turn one-way broadcasts into two-way conversations.

6. Content strategy

Raghunandan’s footsteps echoed through the room as he paced, phone on loudspeaker, pen hovering over his notebook. His brow furrowed. “Alright, we’ve nailed down the strategy and the big picture. But how do I make the content stick? How do I make sure the newsletter keeps pulling the audience back?”

Parvathishankar’s voice came through, steady as ever. “This is where it gets real, Raghunandan. Content isn’t just about filling space. Every word has to earn its place. You need to hit on what matters most to your readers, the things they can’t afford to ignore.”

Raghunandan stopped mid-step, gripping the pen tighter. He could feel the shift, the weight of what Parvathishankar was saying.

A slight pause. Then Parvathishankar’s voice sharpened, cutting through the silence. “Let’s talk tactics.”

Addressing pressing issues

Parvathishankar’s voice came through steady, each word deliberate. “Start with the theme. Every issue of your newsletter needs a headline that hits the most pressing problem your audience is facing. Think of it this way. Packy McCormick from Not Boring doesn’t just write about random trends or news. He locks onto what’s timely and relevant. Each newsletter feels like it was written for that exact moment, for that exact challenge on his audience’s mind.”

Raghunandan nodded, tapping his pen against the notebook. “So, make it relevant. But how do I know which topics will land?”

“That’s where the real work comes in,” Parvathishankar said. “You have to know your audience inside and out. Pay attention to what’s keeping them up at night. What are they struggling with? What’s nagging at them? Once you pinpoint those pain points, you’re gold. Every newsletter should wrap around a theme that speaks directly to that.”

Raghunandan underlined pain points in his notes, pressing the pen harder than before. This wasn’t just about writing. It was about knowing.

Keep it sharp and immediate

Raghunandan stopped pacing and leaned against the desk, notebook open, pen ready. Parvathishankar’s voice had shifted, sharper now, cutting through any distractions.

“Now, let’s talk about the next big piece. Actionable insights,” Parvathishankar said. “You can’t afford to waste anyone’s time with fluff. Executives and decision-makers don’t have time for long-winded articles with no clear takeaways. Your content needs to deliver insights they can apply immediately.”

Raghunandan’s pen moved fast. “So, no fluff. Just actionable content, right?”

“Exactly.” Parvathishankar’s voice carried an edge. “Sam Parr nails this. His content is short, sharp, and to the point. When you’re writing for executives, think of it like handing them the exact tool they need to solve their problem right now. If you waste their time, they won’t come back.”

Raghunandan underlined No fluff. Just action. He flipped back a few pages in his notebook and scanned old notes. Some of his past ideas suddenly looked bloated. Too much setup. Not enough punch.

He exhaled. “Alright. No wasted words.”

No setup, just value

Raghunandan tapped his pen against his notebook, his mind turning over the problem. “But what if I need to give some context?”

Parvathishankar didn’t shut it down this time. He let the question hang for a second before answering. “Context can be valuable, but only if it pulls them in or makes the insight hit harder. Look at how Ben Thompson does it. He uses storytelling, but there’s no wandering. He opens with a hook that makes the problem feel urgent. Then, he delivers the insight fast.”

Raghunandan flipped back through his notes, scanning past ideas with fresh eyes. “So, if I use a story, it has to frame the problem. It can’t just be there for the sake of it.”

“Exactly.” Parvathishankar’s voice sharpened. “No filler. No excessive buildup. You’re not writing a novel. You’re setting up a mental shortcut so the insight clicks immediately.”

Building curiosity loops

Raghunandan’s pen hovered over his notepad, the question already forming in his mind. “What about keeping them hooked? How do I get them to look forward to the next email?”

Parvathishankar’s voice carried a knowing smile. “Ah, the curiosity loop. You can’t just give everything away at once.” He let the silence stretch for a beat before continuing. “Sam Parr is a master at this. He starts with a hook, something that grabs attention right away, but he doesn’t close the loop entirely. He gives just enough to make people feel like they need to come back for more.”

Raghunandan’s eyes sharpened. He had seen this in action but never broken it down. “So, each newsletter should end with a setup for the next one?”

“Yes,” Parvathishankar said, “but subtly. You are not just dangling a carrot. You are making them feel like they are missing out if they don’t read the next issue. It is about teasing value, not forcing it.”

Strategic questions and hooks

Raghunandan adjusted his grip on the phone, pressing it closer to his ear. “And how do I get them to engage? Just ask for replies?”

Parvathishankar’s voice came through steady and sure. “Exactly. But make it tactical. Byrne Hobart does this well. His writing always ends with a question or a challenge that makes readers think. You are not just waiting for a response. You are setting the stage for one.”

Raghunandan scribbled a note, underlining it twice. “So, instead of just dropping a question at the end, I need to make them feel like their input matters?”

“Right. If you ask the right questions, people will want to be part of the conversation,” Parvathishankar said. “No generic ‘What do you think?’ nonsense. Give them something to chew on. Challenge them. Make them feel like they’re missing out if they don’t reply.”

Raghunandan tapped his pen against the notepad, the idea clicking into place. “So, each newsletter should feel like a back-and-forth, not just a broadcast.”

“Exactly,” Parvathishankar confirmed. “The more your audience engages, the stronger the relationship becomes. And strong relationships lead to trust, loyalty, and authority.”

Takeaway: Deliver value, drive action, create engagement

Raghunandan sat at his desk, phone wedged between his shoulder and ear, flipping through his pitch notes.

“Alright,” he muttered, pen tapping against the page. “Every issue needs a theme. No fluff. Just sharp, decision-ready insights.”

Parvathishankar’s voice cut through. “And don’t forget the hook. You need a reason for them to come back.”

Raghunandan jotted down notes:

• Themed headlines – Address the most pressing issue your audience faces.
• No fluff – Executives need actionable insights, not long-winded explanations.
• Decision-ready content – Context only if it makes the insight land harder.
• Curiosity loops – Tease the next issue subtly, so they feel like they’ll miss out if they don’t read it.
• Strategic questions – Don’t just ask for replies; challenge the reader to think.
• Conversations, not broadcasts – Engagement builds trust, and trust builds authority.

7. Growth strategy

“You know about the Dream 100 strategy, right? We’ve talked about it.” Parvathishankar prompted.

Dream 100 strategy

Raghunandan sat up, pen poised over his notebook. “I’ve got the Dream 100 strategy down, but I still need a clear plan to actually get in front of those key decision-makers. How do I grow my audience and make sure it reaches the right people?”

Parvathishankar’s voice came through steady, with no hesitation. “You’re right to focus on the Dream 100. It’s all about getting in front of the right people. But now, it’s about action. You have identified your high-value targets, but now you have to engage with them in the right spaces.”

Raghunandan’s pen tapped against the page. “So, just putting out content isn’t enough?”

“Not even close,” Parvathishankar said. “Content without distribution is like a great speech in an empty room. You need to be visible where your Dream 100 already spends their time. That means commenting on their posts, showing up in their inboxes with real value, and getting your name into conversations they are already paying attention to.”

Raghunandan nodded, jotting down, Visibility beats volume. “So, this isn’t about chasing a massive audience. It’s about getting in front of the right people, over and over, until they can’t ignore me.”

“Exactly,” Parvathishankar said. “Strategic presence beats random reach. You don’t need millions of views. You need the right ten people to recognize your name and respect your insights.”

Engage where they already are

Raghunandan put his phone on speaker, leaning back in his chair. “So it’s not just about emailing them or hoping they notice us?”

Parvathishankar’s voice came through steady. “Not even close. You need to be where they already are. Industry forums. LinkedIn groups. Niche communities. These are the places where real conversations happen.”

Raghunandan frowned, tapping his pen against his notebook. “And just posting our content there isn’t enough?”

“No. Dropping links and vanishing won’t cut it. You have to engage. Reply to discussions. Add insights. Make yourself part of the conversation.”

Raghunandan exhaled, drumming his fingers on the desk. “So we show up, we contribute, and then we earn their attention.”

“Now you’re getting it,” Parvathishankar said. “People don’t engage with ghosts. They engage with those who add value before asking for anything in return.”

Contribute meaningful insights

Raghunandan nodded, phone pressed to his ear. “So it’s about actually contributing, not just spamming links?”

“Exactly,” Parvathishankar said. “Look at Lenny Rachitsky. He doesn’t just push his content. He is in the trenches, engaging. He answers questions. He shares insights. People trust him because he adds value first.”

Raghunandan jotted down a note. “Build trust first, then guide them to the newsletter.”

“Now you’re thinking long-term,” Parvathishankar said. “An audience built on trust sticks around. An audience tricked into clicking disappears.”

Amplifying reach with repurposed content

Raghunandan tightened his grip on the phone. “Alright, but what if my content just gets lost in the noise? How do I make sure it actually reaches people beyond those communities?”

Parvathishankar didn’t hesitate. “Repurpose it. Don’t let a newsletter issue live and die in one place. Break it down into social posts, blogs, micro-reports—whatever fits the platform. Look at Ben Thompson. He doesn’t just publish and hope. He reshapes his content for different formats, making sure it lands in front of the right people.”

Raghunandan scribbled a note. “Multiple formats. Multiple touchpoints.”

“Exactly,” Parvathishankar said. “Content isn’t just what you create. It’s how many chances you give people to find it.”

Maximize the life of each piece 

“Right, I need to maximize the life of each piece of content,” Raghunandan said, writing down the idea.

“Exactly,” Parvathishankar affirmed. “Now, let’s circle back to your Dream 100. You already know who they are, but here’s the key. Engagement isn’t just about being seen. It’s about building relationships. You have to create real rapport with these key decision-makers. The more you engage with them, the more likely they are to pay attention when you share your content.”

Raghunandan tapped his pen against the notebook. “So I’m not just showing up. I’m starting conversations.”

“Now you’re getting it,” Parvathishankar said. “Visibility matters, but trust is what gets them to listen.”

Engagement vs. visibility

Raghunandan tapped his pen against the desk. “So, it’s not just about showing up. I need them to actually notice me.”

“Exactly,” Parvathishankar said. “You’re not just throwing content into the void. You’re starting a conversation. When they post something, don’t just like it and move on. Reply with something meaningful. Add insights. Expand on their ideas. Make them see you as a peer, not just another follower.”

Raghunandan leaned forward, scribbling notes. “So, the goal isn’t just engagement. It’s positioning as someone worth listening to.”

“Now you’re thinking strategically,” Parvathishankar said. “The more value you bring, the more they’ll pay attention. And when the time comes to pitch or collaborate, you won’t feel like a stranger.”

Takeaway: Build relationships for long-term growth

“So, engagement and relationship-building matter just as much as visibility?”

“Exactly,” Parvathishankar’s voice came through steady. “Once you establish trust, your audience doesn’t just consume your content—they become part of your community. That’s what drives long-term growth.”

Raghunandan grabbed his pen and scribbled down key points:

• Be present where your Dream 100 already engages – Industry forums, LinkedIn groups, and niche communities.
• Don’t just post, contribute – Engage in discussions, add insights, and build credibility before promoting content.
• Trust first, promotion second – Like Lenny Rachitsky, add value consistently so your audience welcomes your content.
• Repurpose strategically – A newsletter should evolve into social posts, blogs, and micro-reports to reach different audiences.
• Engagement beats passive visibility – Reply to posts, offer insights, and create conversations to get noticed.
• Sustained interaction builds relationships – The more you show up and add value, the stronger your connections with key decision-makers.

8. Execution strategy 

“I wonder what it takes to do all this.” Doubt crept into Raghunandan’s voice.

“Just do it consistently.” Parvathishankar kept his tone steady. He knew it wouldn’t be perfect right away, and that was fine.

Consistency

Raghunandan wedged the phone between his ear and shoulder, his pen hovering over the notebook. “And if I stay consistent with my publishing, even if it’s not perfect, I’ll start seeing results?”

“Exactly,” Parvathishankar said. “Consistency builds momentum. Whether you publish weekly, bi-weekly, or monthly, it’s about creating a habit for you and your audience. They’ll come to expect your content. And as you go, you’ll refine your voice, sharpen your insights, and get better.”

Raghunandan nodded, scribbling something down. “So, the key is to keep showing up.”

“That’s it,” Parvathishankar said. “Your audience needs to trust that you’ll be there. And trust is what makes them keep coming back.”

Feedback loop

Raghunandan adjusted the phone against his shoulder, his pen tapping against the notebook. “But don’t I risk putting out subpar content?”

“Not at all,” Parvathishankar said, his voice firm. “You’ll learn and improve as you go. Your audience will give you feedback. You’ll start seeing patterns. That’s how you get better. Not by waiting for perfection but by acting fast, gathering feedback, and adjusting.”

Raghunandan scribbled a note. “So, it’s a learning process, not a test.”

“Exactly,” Parvathishankar said. “You refine by doing, not by waiting.”

Speed and adaptation

Raghunandan pressed the phone to his ear, his pen scratching hurriedly across the page. “So, the faster I execute, the quicker I’ll learn and refine my content?”

“Yes,” Parvathishankar said, his tone unwavering. “Speed creates the space for adaptation. The more you publish, the better you’ll understand what resonates and what doesn’t. Your content will evolve in real time, which is much better than overthinking it.”

Raghunandan underlined execute fast, refine faster, and nodded to himself. “Got it.”

Takeaway: Build momentum

Raghunandan leaned back in his chair, phone pressed to his ear, a small smile forming as his doubt faded. “I get it now. It’s about building momentum, taking action, and improving on the go.”

“Exactly,” Parvathishankar affirmed. “Consistency is key. Don’t let perfection hold you back. Execution beats hesitation every time.”

Raghunandan flipped to a fresh page in his notebook and jotted down:

• Momentum over perfection – Publish consistently, even if it’s not flawless.
• Speed drives improvement – The faster you execute, the quicker you refine.
• Audience feedback is fuel – Patterns emerge only when you put content out.
• Execution beats hesitation – Waiting for perfection means delaying growth.

9. Measuring success

Raghunandan sat forward, furrowing his brow. “I get the content strategy, but how do I actually measure success? Is it just about how many people are reading?”

Parvathishankar’s voice came through, calm and direct. “That’s where many get it wrong. It’s not just about numbers. Ben Thompson talks about focusing on engagement metrics—open rates, reply rates, and interactions. These are the true indicators of success.”

Raghunandan jotted down a note, chewing the end of his pen. “So, it’s about how many people actually care enough to respond, not just how many skim through?”

“Exactly,” Parvathishankar said. “You’re not after passive readers. You’re building a loyal audience that sees your content as essential.”

Engagement metrics

Raghunandan hunched over his desk, gripping the phone tighter. His pen tapped against the notebook, the rhythm matching the thoughts racing in his mind. “So, open rates and replies matter more than just raw clicks?”

“Exactly,” Parvathishankar’s voice carried no hesitation. “Open rates tell you they’re interested. Replies tell you they care. Interactions tell you your words actually landed. If people aren’t engaging, your content might be getting seen, but it isn’t sticking.”

Raghunandan flipped to a fresh page, scribbling down the words Interest. Care. Impact. He could feel the shift happening. This wasn’t just about reaching people. It was about holding them.

Quality over quantity

Raghunandan leaned back, the phone snug between his ear and shoulder. His pen spun idly between his fingers. “But shouldn’t I still keep an eye on readership numbers?”

Parvathishankar chuckled. “Sure, growth matters. But real success isn’t just about numbers. Lenny Rachitsky says it best. Don’t just track how big your audience is. Track how well you understand them and how engaged they are. That’s what creates lasting impact.”

Raghunandan exhaled, his pen tapping a steady rhythm against the notebook. He let the idea settle. It wasn’t about chasing numbers. It was about deepening connections.

Building relationships, not just readership

Raghunandan’s pen hovered over the page, the weight of the idea sinking in. “So it’s not just about audience growth. It’s about connection.”

“Exactly,” Parvathishankar said. “When people open your emails, reply, and actually engage, it means they trust you. They are not just reading. They are showing up because they see value in what you are saying.”

Raghunandan underlined the word community, tapping his pen as the thought took shape. It was not about numbers. It was about building something real.

Evaluating the relationship

Raghunandan tapped his pen against the notebook, thinking it through. “So, how do I actually measure that relationship quality?”

Parvathishankar’s voice was calm and certain. “Look at how often they engage with you. Are they sharing your content? Are they responding with questions or feedback? Those are the real signals. If people take the time to reply, it means they see you as a trusted resource, not just another email filling up their inbox.”

Raghunandan scribbled down real engagement matters and underlined it twice.

Takeaway: Prioritize engagement and relationships

“So success isn’t just a numbers game. It’s about the quality of the connection I build with my audience.”

“Exactly,” Parvathishankar said. “Focus on engagement. It’s the best indicator of growth and relationship strength. Numbers are just a byproduct of doing the right things.”

• Open rates = Interest – If they open, the topic matters to them.
• Replies = Engagement – If they respond, they see value.
• Interactions = Trust – A conversation signals a deeper connection.
• Audience size is secondary – A small, engaged group beats a large, indifferent one.

10. Becoming a must-read newsletter

Raghunandan paced to the window, phone pressed to his ear, eyes scanning the street below. He had always understood the power of positioning. He knew niching was important. But now, it was undeniable. Broad expertise wasn’t just ineffective. It was invisible.

Parvathishankar’s voice was steady and firm. “Before, niching was a choice. Now, it’s survival. Nobody pays attention to generalists. If you’re not diving deep into a narrow, high-value space with obsessive detail, you’re just more background noise.”

Raghunandan took a slow sip of water, feeling the weight of that truth settle in.

From broad knowledge to obsessive depth

Raghunandan leaned against the desk, rubbing his temple as he exhaled. “So it’s not enough to pick a niche. I have to be the most granular, the most insightful, the most irreplaceable expert in that space.”

He turned to the window, watching the distant hum of traffic.

“You have to be a category of one,” Parvathishankar said. “Think about it. The best newsletters don’t just cover an industry. They define it. They go deeper than anyone else, breaking down what matters, why it matters, and what to do about it. They teach their readers how to think, not just what to know.”

Raghunandan took a slow sip of water, his grip tightening around the glass. The idea wasn’t just clicking into place. It was sinking deep.

No-Option Strategy

Raghunandan paced the room, phone pressed to his ear, pen tapping against his notebook. “That means no half-measures. If I’m picking a subject, I have to know it inside out.”

He stopped by the window, staring at the street below, mind racing.

“Yes,” Parvathishankar replied. “If you try to be everything for everyone, you’ll be nothing to anyone. You must be so specialized, so tactically useful, that the right people can’t afford to ignore you.”

Raghunandan exhaled, jotting down a final note before sinking into his chair. The weight of the realization settled in,

Final takeaway: The deepest expert wins

Raghunandan leaned back, staring out the window. “This is the shift. Before, I thought of niching as a strategy to stand out. But now, it’s survival. The only way to build long-term authority is to own a space with absolute mastery.”

He reached for his water glass, letting the thought settle.

Parvathishankar’s voice was unwavering. “That’s it. You don’t just want an audience. You want devoted readers. And the only way to earn that is to go so deep that no AI, no cheap freelancer, and no generalist can touch you.”

Raghunandan set down the glass and picked up his pen again. “Time to make this newsletter something people depend on.”

• Niching isn’t optional. It’s survival. Without a hyper-focused niche, you become replaceable.
• Depth beats breadth. True authority comes from obsessive mastery of a narrow, high-value space.
• Engagement matters more than reach. A devoted audience trumps a large but passive one.
• Your content should be indispensable. The best newsletters shape how their audience thinks, not just what they know.

Raghunandan exhaled, rolling his shoulders. An hour ago, he had been uncertain. Now, he knew exactly what he had to do. Hyper-niche mastery. Relentless engagement. Tactical execution. It wasn’t about being just another writer. It was about being the only one who could deliver what Tim needed.

11. Communicate depth to pitch newsletters to B2B clients

Tim’s voice came through steady. “Raghunandan. An hour later, we meet again.”

Raghunandan leaned back, watching the city lights flicker beyond his window. “Yeah, I wanted to follow up. I’ve been thinking about our last conversation. You said you needed a newsletter that doesn’t just sit in inboxes but actually moves the right people to action.”

A pause. Then Tim said, “Go on.”

Raghunandan took a slow sip of water and set the glass down. “That’s exactly what I do. But not as a writer. As a system builder. A trust engine. A newsletter shouldn’t just inform. It should shape how your audience thinks. The goal isn’t passive consumption. It’s reliance. You don’t need content. You need an authority platform.”

Tim let out a breath. “I’ve heard that before.”

“Not like this,” Raghunandan said. “Most newsletters broadcast. We’ll turn yours into a two-way conversation. A hyper-niche approach so you own a monopoly on insight. No fluff. Just dense, decision-ready content. Executives don’t need long-winded explanations. They need sharp, actionable takes that challenge their thinking. Safe content is forgettable. We’re going bold.”

Silence stretched. Then Tim said, “Alright. You have my attention.”

Now came the close.

Raghunandan stood and paced, letting the weight of his words settle. “Let’s make this easy. Four weeks. We turn your newsletter into something your audience actively looks forward to. If, after a month, you don’t see stronger engagement and deeper audience trust, we walk away. No hard feelings.”

A beat passed before Tim spoke. “Four weeks? You’re confident.”

“I don’t do maybes,” Raghunandan said. “I build results. So, what do you say?”

The words hung between them.

Raghunandan shut his laptop and caught his reflection in the darkened screen. The uncertainty and self-doubt had faded. He had done it. Not just the deal. Not just the newsletter.

He had stepped into the person he was always meant to be.

And now, there was one last thing to do.

_________________________________________________________________________

Raghunandan stepped outside, the evening air crisp against his skin. Swathi stood a few steps away, watching the city lights flicker in the distance. She had always been there. Through the late nights, the setbacks, the moments of doubt, and the victories that never felt quite real until he told her about them.

She turned as he approached, her smile knowing, as if she had seen this moment coming long before he had.

Raghunandan took a deep breath. Then he dropped to one knee.

“Swathi,” he said, his voice steady but his heart pounding. “I’ve built systems. I’ve mastered positioning. I’ve learned how to make people say yes.” He looked up at her, taking in the way the city lights reflected in her eyes. “But you were always my first yes. And now, I need one more.”

Swathi held his gaze, her expression softening.

A pause. Just long enough for the world to hold its breath.

Then she nodded. “Yes.”

Raghunandan exhaled, a slow, quiet relief settling over him.

And just like that, the final piece fell into place.

(To be continued…)