Such sound advice, Josh. I especially agree with writing around the edges, going in for the topics that you (and everyone else) is scared to write about, and doing the opposite of the status quo.

My weekly newsletter has developed into a 1000-word long form and deeply personal exploration of the topics that nobody talks about in freelancing and entrepreneurship.

Its format is the opposite of every other newsletter I follow. I didn’t set out for it to look like this, but I developed my voice and this is what felt right for me.

Plus my followers get something every week they don’t get from anyone else. And despite all conventional wisdom, my engagement rates are awesome. I never would have imagined people would read a 1000 word email so religiously, but they do. Perhaps when all other content is “snackable”, people do crave a 4-course meal once in a while.

So if anyone is sceptical about embracing an unconventional newsletter approach, Just try it. You don’t get to decide what your voice develops into – and you don’t know what your followers might be craving.