Getting Clients from Newsletter Emails — I Love Her Format and Structure

Below is a video talking about Dianna’s Newsletter, The Positive Pull. I love how it’s evolved over the year into something on topic, structured well, and got me reading it almost word for word. And it’s not because the topic matters to me, but that the beauty of the flow makes it enjoyable. And I couple this with a song and dance article about structure. Enjoy!

The YT Video: Love Her Email Format

And here’s my song and dance about structure, format, and flow …

On the web, anything that’s hard to use — hard to read, confusing, cluttered, or requiring too much effort — gets ignored. People don’t engage. They don’t read, don’t click, and eventually won’t take the steps that lead them toward becoming your client.

Readability isn’t a nice-to-have — it’s the backbone of online engagement for the written word.

Structure makes your content usable, scannable, and followable.

You can have great ideas (most coaches do), but if they land in a big dense block, the reader’s brain hits friction and checks out. It’s like “open the email, see a wall of text, close the tab.”

But short paragraphs with space to breathe and clear headers, and readers glide instead of grinding.

Readability and Engagement Tips

When guiding coaches on their written marketing, such as blogs and newsletters, do they bring big improvements?

• Get the title or subject line right so it entices people in. It’s the doorway.
• Start with the situation or struggle to connect immediately.
• Chunk content, like paragraphs, into 2-3 lines, no oceans of text.
• Keep the structure simple and logical for flow.
• Make headers obvious, like a bigger font to guide the eye.
• Make sure your invitation for coaching (or other action) is clear.

These small readability decisions make it fun and easy — like popcorn at a movie theater.

Movies, books, and plays all have structure, and your chosen content should too.

Your subscribers already like you and want to hear what you have to say. After all, they chose to subscribe. You’ve got their permission.

Make reading your emails feel effortless, and they’ll like and trust you more, eventually asking how you can help them.