This post is also a letter to my email followers, that I thought you’d find benefit from too.
I recently returned from IT By Design’s Build IT 2026 Conference. Not only did I leave that conference with some AI action steps to bring back to my own IT Business, I also left with a sense of personal satisfaction.
There were a handful of attendees who shared that they have been following my journey and newsletter. One colleague told me he has been reading my newsletter since I spoke at an IT Glue conference back in January of 2021! I was genuinely excited to hear that.
Most blogs and newsletters don’t last more than a year. Thank you, Paul, Timothy, Brian, and all of you who are reading and following this newsletter, some for nearly 10 years. I am truly grateful.
Each issue I write may have a different topic, but the mission is always the same: to help business leaders strengthen client relationships, build exceptional teams, create memorable brands, and grow businesses they are proud to lead.
Over the years, I’ve written about customer experience, leadership, team culture, branding, executive presence, communication, business growth, and the lessons I’ve learned along the way. Sometimes those lessons came from successes. Sometimes they came from mistakes. My hope has always been that something I share helps you navigate a challenge you’re facing in your own business.
The conversations at Build IT got me thinking. In a world where inboxes are overflowing and everyone is competing for attention, what makes someone stay subscribed year after year?
What makes a newsletter memorable and valuable enough for readers, especially your prospective clients, to not hit unsubscribe?
Here are three reasons.
1. It Consistently Solves a Problem
People don’t subscribe simply because you have a newsletter. They subscribe because they believe it will help them.
The best newsletters address challenges readers are already facing. They answer questions, provide ideas, share lessons learned, and offer practical solutions. Whether you’re helping someone improve client retention, lead a difficult conversation, motivate their team, or differentiate their business, you’re delivering value that matters.
Before you hit send on your next issue, ask yourself:
What problem am I helping my reader solve today?
If the answer isn’t immediately clear, your audience may struggle to see the value as well.
2. It Makes Readers Feel Understood
Your prospects and clients have access to more information than ever before. What they are often looking for is not more information. They’re looking for someone who understands what they’re going through.
Some of the most successful newsletters are the ones that make readers pause and think, “That’s exactly what I’m dealing with right now.”
Business owners face unique pressures. They worry about attracting new clients, retaining great employees, managing cash flow, standing out from competitors, and balancing the endless demands on their time. When your content speaks directly to those challenges, readers begin to feel seen and understood.
For many years, I’ve written from the perspective of a business owner who is still learning, still growing, and still facing many of the same challenges my readers face. I believe that is one reason many of you continue to open these emails.
When you share authentic stories, lessons learned, and honest observations, readers start to feel like they know you. More importantly, they begin to trust that you understand their reality.That connection is powerful because people are naturally drawn to businesses and leaders who make them feel, “You get me.”
3. It Reflects Your Values and Brand
Every piece of content you publish contributes to your brand.
Your newsletter communicates much more than information. It communicates what you believe, how you think, and what matters most to you.
Readers are paying attention to the values behind your words. They’re learning how you approach customer service, leadership, culture, relationships, and business growth. They’re deciding whether your philosophy aligns with theirs.
This is one of the core principles of the B.R.A.N.D. Method. A brand is not defined by a logo, website, or tagline. Your brand is the experience people associate with you and your company.
When your newsletter consistently reflects your values, readers gain clarity about who you are. Over time, that consistency builds credibility, trust, and connection.
If you’ve been thinking about starting a newsletter, or if you’ve wondered whether it’s worth the effort to continue writing one, I hope this newsletter inspires you to take action.
The value of a newsletter is not measured by a single issue. It’s built over time through helpful insights, shared experiences, and genuine connection.
And if you’re one of the readers who has been following me for years, thank you. Whether you’ve been here for a decade or this is your first issue, I appreciate you more than you know.
My goal has always been simple: to share ideas, experiences, and lessons that help you build a stronger business and stronger relationships.
If, along the way, I’ve made you feel a little more confident, a little less alone, and that someone truly understands the challenges you’re facing, then this newsletter is accomplishing exactly what it was created to do.
Until next time,
Lisa
