Start a Newsletter

01 Your Newsletter Vision Role: Intake braindump. Cleve reads your answers here to generate [[02 Branding and Positioning Strategy]]. Rule: Rough notes are fine. Bullet points work. Do not over-polish. 4 Intake Questions 1. Topic What do you already talk or work on for free: the thing people already ask you about? Your answer: 2. Reader Who is one real person that needs this? Name them or describe one specific human (role + situation). Your answer: 3. Struggle What bad advice are they getting right now? What are they told to do that is not working? Your answer: 4. Transformation After reading for ~3 months, what can they do that they cannot do today? Your answer: What to do next Keep this document open, then copy and paste the prompt below into Cleve chat. [Interactive block: Generate Positioning Strategy Prompt]

02 Branding and Positioning Strategy Role: Finished strategic asset generated from [[01 Your Newsletter Vision]]. 1. Locked Premise [1-sentence premise: Target + Outcome + Problem avoided] Substitution check: [Verify that swapping in a competitor or different topic breaks the sentence. If any creator could say it, sharpen the audience or mechanism.] 2. Reader Profile Who: [Specific human: role, context, current workflow] Secret fear: [What keeps them stuck or anxious about this problem] Immediate want: [The concrete win they need this month] 3. Core Tension [Status Quo / Bad Advice vs. Your Point of View] [Contrast the mainstream advice that fails them against the specific mechanism you advocate.] 4. Positioning Model Model: [[01 Newsletter Positioning Models]] ([Selected Archetype]) Angle: [How you approach issues: Practitioner, Curator, Teardown, or Contrarian] 5. Publication Name Selected: [Recommended Name] Alternatives: [Option 2] | [Option 3] Rationale: [Why the recommended name signals the premise clearly] 6. Minimal Branding Rules Typography: System sans-serif default or Inter. Accent: [Single hex color or neutral slate]. Format: Plain-text emails. Short paragraphs, bolding for actions only, no multi-column layouts. Sender Name: [Your Name] | [Publication Name]. Next Milestone Head straight into drafting your first piece. Do not set up an email platform or design logos yet. Give your intake in [[04 Write Your Weekly Issue]], and Cleve will generate a new numbered document inside your Newsletter Issues folder.

03 Newsletter Funnel Map Role: Architecture of the subscriber path. Cleve uses this to explain where a user is stuck and what to build next, not as a vanity metrics dashboard. Voice: Direct & Plain. Subscriber Path Overview [Interactive block: Subscriber Funnel Diagram] Stage Notes (What to do) 1. Traffic (Social / Warm DM) Point warm people at the opt-in with a clear promise. Use scripts in [[05 First 50 Subscribers Playbook]]. Do not buy ads in month one. Watch: DM reply rate, click-through to opt-in. Ignore month one: Follower count, viral impressions. 2. Opt-in Page Headline + subhead from [[03 Welcome Email Copy Templates]]. One field. One CTA. Keep the premise from [[02 Branding and Positioning Strategy]] on the page. Watch: Subscribe conversion if you have traffic; otherwise just ensure the promise is unmistakable. Ignore month one: A/B testing 12 headline variants. 3. Welcome Email (Reply Trigger) Day-0 template from [[03 Welcome Email Copy Templates]]. Ask one low-friction question. Instruct readers to drag the message to Primary if needed. Watch: Welcome delivery, reply count. Ignore month one: Complex 7-email nurture automations. 4. Weekly Issue Draft via [[04 Write Your Weekly Issue]] using one format from [[02 Three Repeatable Issue Formats]]. Ship on the same day each week. Watch: Sends completed, bounce rate, direct replies. Ignore month one: Open rate obsession, click heatmaps, growth percentages. 5. Reader Reply Treat inbox replies as your core health metric. Answer each one personally. Feed good replies into your next issue Spark. Watch: Reply rate and conversation quality. Ignore month one: Unsubscribes under a handful (normal list hygiene). Month-One Metrics Cheat Sheet Care About Defer Deliverability (primary inbox placement, zero spam flags) Follower growth on social media Direct replies to welcome and weekly issues Open rate rankings vs "industry benchmarks" Weekly publishing cadence maintained Paid conversions, sponsor outreach, RPM Bounces and spam complaints kept near zero Complex tagging and segmentations Standards and Compliance Permission standard: Keep only the promise made on the opt-in page. If you would not miss this email as the reader, rewrite the promise before scaling traffic. Compliance nodes: Clear sender name, non-misleading subject lines, visible unsubscribe link, and valid postal address (see [[03 Welcome Email Copy Templates]]).

04 Write Your Weekly Issue Role: Weekly intake scratchpad. Rule: Active scratchpad only. Cleve generates finished drafts as numbered notes inside the Newsletter Issues subfolder. This template stays clean for your next weekly intake. Weekly Intake 1. What is on your mind this week? Pick one angle below, or just paste rough notes, bullet points, or a voice transcript: An experiment or result: What did you build or test, and what happened? A sharp opinion: What is everyone getting wrong, and what should they do instead? A cool find: What tool, setup, or prompt saved you time? Your thought / braindump: 2. The Takeaway (Optional) What is the one thing the reader should walk away with? (A mindset shift, a move to try, or a resource to check out). Your answer: Optional Extras Links to include: (For Curated 3-2-1) Real numbers or observations: Preferred format override: (Quick Insight / Teardown / Curated 3-2-1) What Cleve Does Reads intake + locked positioning from [[02 Branding and Positioning Strategy]]. Picks one format from [[02 Three Repeatable Issue Formats]]. Checks the Newsletter Issues subfolder to identify the next issue number (e.g., 01, 02, 03). Creates a new numbered document inside Newsletter Issues with the finished body, 3 subject lines, and reply prompt. Leaves this scratchpad clean for the following week.

05 First 50 Subscribers Playbook Role: Finished outreach copy for warm acquisition. Cleve personalizes these from [[02 Branding and Positioning Strategy]]. Stance: Direct, human, no hustle spam, no fake scarcity. Out of scope: Paid ads, directory blasts, cold LinkedIn sequences, and cross-promo marketplaces. Ladder (In order) Warm 1:1 DMs / emails Public announcement post Email signature link A. Warm DM / Email Scripts Script 1: Close Friend or Colleague Hey [Name], quick one. I started a short weekly email called [Publication Name]. It is for [reader] who want [outcome] without [pain]. I am not doing a big launch. If it sounds useful, you can join here: [opt-in URL] No pressure either way. If you try it, hit reply on the welcome and tell me what you want me to cover. Script 2: Weak-Tie or Former Coworker Hi [Name], We crossed paths around [context]. I am writing a weekly note on [topic] for people like [reader description]. Premise in one line: [premise]. If that is relevant, here is the signup: [opt-in URL] If not, ignore, all good. Script 3: Someone Who Already Asks You for Advice Hey [Name], you have asked me about [topic] before. I finally put the useful bits into a weekly email: [Publication Name]. Same ideas, fewer scattered messages. Join here if you want them in one place: [opt-in URL] Personalization rule: Swap brackets with locked details from [[02 Branding and Positioning Strategy]]. Keep messages under ~80 words. Never attach a PDF pitch. B. Social Announcement Templates LinkedIn Announcement I started a weekly email. Who it is for: [reader] What you get: [outcome] What you will not get: [pain / hustle spam / generic tips] Name: [Publication Name] Cadence: every [day] If that is you: [opt-in URL] If you try it, reply to the welcome with the problem you want solved. I read every one. Twitter / X Announcement New weekly email for [reader]: [premise in one line] Join: [opt-in URL] (Not a growth thread. Just the link.) Tip: Pin the announcement to your profile for at least one week. C. Email Signature Snippet Standard Variant: [Name] [Role / side project one-liner] [Publication Name]: weekly notes on [topic] -> [opt-in URL] Short Variant: Writing [Publication Name] each [day] -> [opt-in URL] How Cleve Uses This File When you ask for help with first subscribers, DM scripts, or your launch announcement: Pull premise and publication name from [[02 Branding and Positioning Strategy]] (or run [[01 Your Newsletter Vision]] first). Output ready-to-send scripts tailored to your offer. Suggest 10 to 20 categories of warm contacts (friends, past coworkers, clients, community members). You supply the names; Cleve never invents contacts. Reinforce the reply trigger: getting replies from your first 15 readers builds better deliverability and feedback than blasting 200 cold contacts.

06 Platform Setup Guide Role: Click-by-click setup for Substack and Beehiiv. Goal: Publication name, custom subdomain, opt-in page, sender identity, and welcome email with reply trigger live. Voice: Direct & Plain. Pick one platform to start. Do not attempt dual setup in week one. A. Substack Setup 1. Create Account and Publication Go to substack.com -> Start writing / Create account. Set up your writer profile: real name, short bio, clean photo. Enter your publication name, one-line description (use the premise from [[02 Branding and Positioning Strategy]]), and default URL (yourname.substack.com). Skip list import unless you already possess explicit, opt-in permission. 2. Lock Basics in Settings Open https://[yoursubdomain].substack.com/publish/settings. Confirm publication name and short description match [[02 Branding and Positioning Strategy]]. Keep branding clean: readable system defaults, optional simple logo mark. About page: paste premise, who it is for, and what readers will not get. 3. Subdomain and Custom Domain Default publication.substack.com is completely fine for your first 50 subscribers. Custom domain (optional): Settings -> Domain -> Add custom domain. Requires a CNAME record at your DNS provider. (If using Cloudflare, set DNS record to DNS-only, unproxied). 4. Opt-in Page Use the default subscribe flow on your publication homepage. Align headline and subhead with [[03 Welcome Email Copy Templates]]. Test the subscribe flow with a personal secondary email address. 5. Sender Name Under Settings -> identity fields, confirm your display name. Prefer First name or First name | Publication. Keep it consistent. 6. Welcome Email and Reply Trigger Go to Settings -> Emails. Under Welcome email to free subscribers, click Edit. Replace boilerplate copy with Day-0 welcome copy from [[03 Welcome Email Copy Templates]], including your reply question. Click Save. Profile theme caveat: In Substack's Profile theme, automated welcomes only fire after you have published at least 2 posts. To send welcome emails immediately upon launch, switch your theme from Profile to Custom in Settings. 7. Test Deliverability Subscribe with a test email. Hit reply directly to the welcome email you receive. Remind subscribers in copy to move the email to Primary if it lands in Promotions. B. Beehiiv Setup 1. Create Publication Sign up at beehiiv.com and follow publication creation. Set publication name chosen in [[02 Branding and Positioning Strategy]]. You receive a default subdomain (publication.beehiiv.com) and sending address (publication@mail.beehiiv.com). 2. Configure Subdomain Navigate to Settings -> Domains. Under beehiiv Subdomains, configure your email username and web URL. Note that changing this later can break previous web links. 3. Custom Domain (Optional for Month One) Go to Settings -> Domains -> Set Up Custom Domain. Follow the DNS setup wizard (CNAME, TXT, and MX records). If using Cloudflare, ensure records are set to DNS-only (Grey cloud). Built-in Beehiiv subdomains handle DMARC, SPF, and DKIM automatically. 4. Opt-in Page Use the built-in publication homepage and subscribe module. Match copy to templates in [[03 Welcome Email Copy Templates]]. 5. Sender Identity Under Settings -> Domains, verify From-name and sending email. Keep the From-name human and stable. 6. Welcome Email and Enable Toggle Go to Settings -> Emails -> Preset Emails -> Welcome Email -> Configure Welcome Email. Paste Day-0 copy from [[03 Welcome Email Copy Templates]]. Click Save. Critical: Return to the Emails dashboard and toggle ON: "Enable a welcome email that is sent to new subscribers". If this toggle is off, no welcome emails will send. 7. Test Deliverability Run a test subscription and confirm the automated email arrives. Reply to the welcome email to verify two-way inbox delivery. Platform Chooser Platform Best For Substack Organic network recommendations, Substack Notes, fast zero-friction start Beehiiv Granular ESP settings, visual website builder, advanced newsletter analytics Undecided? Default to Substack for week one. Migrate later only if you outgrow it.

Start Here (Start a newsletter) Master operating spec for the Start a Newsletter resource. Read this first on every turn. <!-- USER_STATUS --> Mode: [CHECK_ON_FIRST_TURN] <!-- END_USER_STATUS --> 1. Workspace Onboarding Protocol (Self-Cleaning) Check the status block above on every turn: If Mode is [EXPERIENCED] or [GRADUATED]: Skip all onboarding instructions below. Do not give UI tips. Focus purely on writing and execution. If Mode is [CHECK_ON_FIRST_TURN]: Check if the user has custom notes or folders outside this resource folder (EXCEPT: “Memory” note). If existing workspace content exists: Replace the status block with Mode: [EXPERIENCED], delete this Section 1 entirely using str_replace, and proceed directly to Section 2. If no other content exists (brand new user): Update status block to Mode: [NEW_USER: Step 1/2]. If Mode is [NEW_USER: Step 1/2] (First Draft Checkpoint): When Issue #1 is drafted, autonomously create the Newsletter Issues subfolder (if it does not exist) and save the draft inside it as 01 [Title]. Prompt the user to click into the draft note and directly edit or tweak phrasing in the note editor to sound like them. Advance status block to Mode: [NEW_USER: Step 2/2]. If Mode is [NEW_USER: Step 2/2] (Workspace Context Check): Check if the user has created any custom note or folder outside this resource folder. If yes: Replace status block with Mode: [GRADUATED], delete this Section 1 entirely using str_replace, renumber remaining sections, and proceed directly with their request. If no: Continue executing their request (refining drafts, drafting the next issue, or generating launch assets), but add a 1-sentence prompt encouraging them to click + New Note or + New Folder in the sidebar to drop in their own rough notes, client docs, or ideas for Cleve to reference. Keep status at Mode: [NEW_USER: Step 2/2]. 2. Role and Direct Voice Standards You are the user's newsletter build partner, not an abstract theorist, academic coach, or cheerleader. Voice Rules (Direct Voice) High density, low word count: Cut explanation down to the bone. If a sentence can be removed without losing instruction, cut it. Zero corporate or AI filler: Banned: "delve", "unlock", "game-changer", "tapestry", "in today's world", "streamline", "supercharge", "let's explore". No throat-clearing: Start directly with the answer or the asset. No "Sure thing!", "Great job!", or "Here is what I came up with:". No em dashes: Use periods, commas, or parentheses instead. Clickable links in chat: Whenever referring to notes in chat replies, always use Markdown links pointing to the note path: [Title](/notes/<noteId>). 3. Guided Flow Protocol (Linear with Minimal Friction) Guide beginners through one single linear track. Never present multiple open paths or complex dashboards early on. The Linear Path: Intake & Strategy: User answers 4 questions in [[01 Your Newsletter Vision]]. AI writes [[02 Branding and Positioning Strategy]]. Chat Checkpoint: AI gives a 3-line snapshot (Name, Premise, Angle) and asks: Reply 1 to approve and draft Issue #1 now. Reply 2 to change the name or angle. Reply 3: You tell me what you want to work on next. Draft Issue #1: User gives 1 spark or observation. AI creates a new subfolder Newsletter Issues (if it does not exist) and drafts the issue into a new numbered note (e.g. 01 [Title]). [[04 Write Your Weekly Issue]] remains a clean, reusable scratchpad. Chat Checkpoint 2: AI links to the newly drafted issue and presents: Reply 1 to generate launch assets (opt-in page copy + Day-0 welcome email). Reply 2 to refine the drafted issue. Reply 3: You tell me what you want to work on next. Launch Assets & Setup: AI generates opt-in copy and welcome email, then guides the user to [[06 Platform Setup Guide]]. 4. Response Contract & MCQ Rules When processing an intake or draft request: Background execution: Write the finished asset directly into the relevant note or newly created numbered issue note. Chat reply: 1 line: What was generated and where it is saved (with a clickable link). 2 to 3 lines: The core takeaway or draft preview. Always end with a numbered MCQ prompt. The final option must always be an open-ended escape hatch: Reply [N]: You tell me what you want to work on next. 5. Routing Table When the user wants... Open and use Getting started / rough answers [[01 Your Newsletter Vision]] Niche, premise, branding lock [[02 Branding and Positioning Strategy]] Funnel architecture & metrics (Month 2+) [[03 Newsletter Funnel Map]] Drafting weekly issues [[04 Write Your Weekly Issue]] Reading / finding published drafts Newsletter Issues/ subfolder Getting first 50 subscribers / DM scripts [[05 First 50 Subscribers Playbook]] Setting up Substack or Beehiiv [[06 Platform Setup Guide]] Reference: 6 positioning models [[01 Newsletter Positioning Models]] Reference: 3 issue skeletons [[02 Three Repeatable Issue Formats]]

01 Newsletter Positioning Models Use these archetypes when building [[02 Branding and Positioning Strategy]]. Pick one primary angle. Do not mash three into one premise. Schema for every entry: What it is, How it works, When to use, Premise pattern, and Watch-out. 1. Curator What it is: You gather the best signal in a noisy niche and deliver it in a trusted weekly filter. How it works: You scan sources readers do not have time for, cut the noise, and add a short POV on why each pick matters. Your value is selection and framing, not original research alone. Readers trust you because you save them hours and protect them from hype. When to use: You already consume more information in a domain than your peers, and your edge is taste and synthesis, not a single case study or contrarian thesis. Premise pattern: "I help [busy role] cut through [noise] and keep only what moves [outcome]." Watch-out: If every issue is "3 links I liked," you are a feed, not a curator. Always add the filter: why this, why now, and what to ignore. 2. Practitioner What it is: You teach from the work you are doing in public: builds, experiments, client work, or side-project lessons. How it works: Each issue starts from something you shipped, broke, or fixed. You show the before and after, the decision, and the reusable rule. Authority comes from receipts, not credentials. When to use: You have a live side project, consulting lane, or product, and you want the newsletter to compound that work instead of floating above it as abstract advice. Premise pattern: "I help [target] get [outcome] by showing the exact moves I use while building [project type], without [hustle / theory / fluff]." Watch-out: Do not turn every issue into a personal diary. Extract one transferable rule per issue. 3. Breakdown (Case Study Analyst) What it is: You reverse-engineer one company, campaign, product, or creator move per issue and pull out the mechanism. How it works: Structure: What happened -> Why it worked (or failed) -> How the reader applies the mechanism this week. You are the analyst, not the cheerleader. When to use: You love patterns across markets and your readers want "how X did Y" more than personal essays or link dumps. Premise pattern: "I break down [category] wins and failures so [target] can copy the mechanism, without guessing." Watch-out: Skip invented metrics. Cite public numbers or label estimates clearly. Never fabricate quotes. 4. Contrarian What it is: You challenge a popular belief in your niche and replace it with a sharper default. How it works: Name the mainstream advice, show where it fails for your reader, then give the replacement rule and one action. Contrarian is a clear stance, not perpetual outrage. When to use: The niche is flooded with the same tips ("just be consistent," "post more," "AI will replace you") and your reader is exhausted by that advice. Premise pattern: "I help [target] reach [outcome] by rejecting [popular bad advice] and doing [replacement]." Watch-out: Contrarian without a replacement is just complaining. Always end with a usable new default. 5. Field Notes Operator What it is: You publish short operating notes from a specific role or constraint (solo founder, IC manager, freelance specialist). How it works: Issues look like playbooks: situation -> constraint -> move -> result -> template. Voice stays plain and specific. Readers come for usable ops, not inspiration. When to use: Your edge is lived process in a narrow role, and practitioners like you want checklists more than essays. Premise pattern: "I send [role] the field notes I wish I had, so you ship [outcome] without reinventing the process." Watch-out: Do not broaden to "productivity for everyone." Stay inside one role and one clear outcome. 6. Interviewer / Translator What it is: You interview people with scarce experience and translate their answers into plain steps for your reader. How it works: You ask the questions your reader would ask, cut filler, and end with 3 takeaways and 1 action. You are the bridge between expert and beginner. When to use: You have access (or can earn access) to people your reader cannot reach, and your skill is asking sharp questions and editing for clarity. Premise pattern: "I ask [experts] the questions [target] cannot ask, and translate the answers into steps you can use this week." Watch-out: Unedited transcripts are not a newsletter. Always add the translation layer. How Cleve Picks an Angle Read [[01 Your Newsletter Vision]] (Topic, Reader, Struggle, Transformation). Score fit against these six models. Lock one primary angle in [[02 Branding and Positioning Strategy]]. Run the substitution test on the premise: if a competitor can paste their name in, sharpen it. Premise formula: "I help [target reader] get [outcome] without [pain / problem avoided]."

02 Three Repeatable Issue Formats These are structural skeletons. Cleve picks one per weekly draft in [[04 Write Your Weekly Issue]]. Do not invent new formats unless the user explicitly asks. Note: James Clear's public 3-2-1 is "3 ideas, 2 quotes, 1 question." This resource's Curated 3-2-1 is different: 3 links, 2 takeaways, 1 reflection prompt. Do not conflate them. 1. Quick Insight (1-3-1) What it is A short issue built around one lesson, three concrete actions, and one closing question. When to use The user's Spark is a single clear lesson (something learned, fixed, or observed), and they want a fast weekly issue without research overhead. Intake mapping Spark -> Hook and Lesson Mistake -> Contrast inside the Lesson (what most people get wrong) Action -> Action #1 (create Actions #2 and #3 only if they stay true to the user's material; otherwise ask 1 clarifying question) Skeleton Hook (2 to 4 sentences): Name the Spark from the user's week in plain language. The Lesson (1 paragraph): State the Insight in one sentence, then explain why it matters for this reader. 3 Actions: Numbered, doable this week. Each action is a verb + object. No vague "think about..." 1 Closing Question: One reply question that invites a short inbox reply (helps deliverability). Sign-off: Cadence reminder + soft CTA (reply, forward, or share the opt-in). Length target: ~400 to 700 words. Readable in under 5 minutes. 2. Teardown What it is A structured post-mortem: what failed, what worked, and how the reader applies it. When to use The Spark is a failure, experiment, or case the user watched closely. Practitioner and Breakdown angles fit this format well. Intake mapping Spark -> Setup Mistake -> What failed Action -> Apply it section Skeleton Setup: What was attempted (context in 3 to 5 sentences). What failed: Specific failure, not vibes. Name the broken assumption. What worked (or what you would change): The salvageable mechanism. Mechanism: One reusable rule in bold or italics. Apply it: 2 to 3 steps for the reader this week. Reply prompt: "Where have you seen this break?" or similar. Length target: ~600 to 900 words.Rule: Never invent outcomes, revenue, or quotes. If numbers are missing, write around qualitative evidence or ask for them. 3. Curated 3-2-1 What it is A curation issue: 3 links, 2 takeaways, 1 reflection prompt with a clear filter, not a link dump. When to use Curator angle. The user has 3 solid sources from the week and a clear POV on how they connect. Intake mapping Spark -> Opening filter + link selection rationale Mistake -> Often becomes Takeaway #1 ("most people collect links; do this instead") Action -> Reflection prompt or a single "do this with link #1" step Skeleton Opening filter (2 to 3 sentences): What this week's roundup is for and who it is not for. 3 Links: For each: title, URL, 1 to 2 sentence "why it matters," and optional "skip if..." 2 Takeaways: Cross-cutting lessons across the links (not restatements of each link). 1 Reflection prompt: A question the reader can answer in a reply. Sign-off: Friendly sign-off with subscription reminder. Length target: ~350 to 600 words plus links.Rule: If the user has fewer than 3 real links, do not fabricate sources. Switch to Quick Insight or ask for links. Format Selection Rule (for Cleve) Signal in Intake Preferred Format One sharp lesson, low research overhead Quick Insight (1-3-1) Failure, experiment, or real case Teardown 3+ real links and curator angle Curated 3-2-1 Ambiguous Ask: "Is this a lesson, a teardown, or a curated roundup?" Output requirement: Always output finished draft body + 3 subject lines using [[04 Subject Line Formulas]].

03 Welcome Email Copy Templates Templates Cleve fills from [[02 Branding and Positioning Strategy]]. Replace bracketed fields. Keep voice Direct and Plain. Always include a reply trigger in Day-0 (trains inbox placement and starts a conversation). Schema: What it is, How it works, When to use, and Template. A. Landing Page Headline + Subhead What it is The opt-in promise positioned directly above the email signup field. How it works Headline = outcome for a specific reader. Subhead = cadence and what you will not do. CTA button = low-friction verb. When to use Building or rewriting the Substack or Beehiiv subscribe page before launch. Template Options Headline options (pick 1): [Outcome] for [reader], without [pain] Weekly [topic] notes for [reader] who are done with [bad advice] The [cadence] briefing on [topic] that actually fits a full-time job Subhead: One email every [day]. Plain language. No hustle spam. Unsubscribe anytime. CTA: Get the next issue / Join [Publication Name] Proof line (only if true): Written by someone building [side project / role] in public, not a guru course. B. Day-0 Welcome Email (with Reply Trigger) What it is The first email sent immediately after opt-in. Confirms the promise, delivers one quick win, and asks for a reply. How it works Thanks and specifies who this is for. Restates the publishing promise (topic and cadence). Delivers one immediate piece of value. Delivers a conversational reply trigger. Soft CTA (drag to Primary, archive link). When to use Always. Do not launch using the ESP's generic default welcome. Template Subject: You're in: here's how [Publication Name] works Preview: One quick ask: hit reply and tell me... Hey [First name / there], Thanks for joining [Publication Name]. This is for [reader] who want [outcome] without [pain]. You will get one email every [weekday]. Short. Specific. Built from [angle: what I am building / curating / breaking down]. Quick win before the next issue: [1 concrete tip, checklist item, or link to a foundational post: tied to their Struggle from Vision] One question (hit reply, I read every one): What are you trying to get better at with [topic] right now? If this landed in Promotions or Spam, drag it to Primary and reply once. That helps future issues reach your inbox. Talk soon, [Name] [Publication Name]: [one-line premise] Reply Trigger Variants (rotate) "Reply with the #1 mistake you keep seeing in [topic]." "Reply 'map' and I will send you my 3-line positioning worksheet." "What almost made you not subscribe?" C. Optional Day-2 Origin Story What it is A short follow-up that builds trust by explaining why you started, not a sales pitch. How it works 150 to 250 words. Frustration story -> lesson -> reminder of promise -> soft CTA. Skip if you only have capacity to maintain Day-0. When to use After Day-0 is running and you want a 2-email sequence before creating a longer onboarding funnel. Template Subject: Why I started [Publication Name] Preview: The short version, and what you can expect Hey [First name / there], Quick origin, then I will get out of your way. I started [Publication Name] because [specific frustration: borrowed audience / blank page / bad advice flooding the niche]. I am [role + side project], and I needed a place that was mine, not rented from an algorithm. The rule I write by: [1-sentence premise from Positioning Strategy] If that matches what you wanted when you signed up, you are in the right place. If not, unsubscribe, no hard feelings. Next issue lands [day]. If you have a topic you want me to tear down, reply with it. [Name] Compliance Reminders (Not Optional) Accurate subject lines: Must reflect actual body content. Clear sender identity: Do not disguise from-name or address. Visible unsubscribe: Process opt-outs promptly (FTC CAN-SPAM requires within 10 business days; keep opt-out working for at least 30 days). Physical address: Include a valid physical postal address where required for commercial mail. UK/EU readers: Verifiable consent or qualified soft opt-in; clear opt-out on every message (ICO PECR). Note: Add your real postal address. Never invent one.

04 Subject Line Formulas Swipe file for weekly issues and welcome emails. Cleve outputs 3 subject lines with every draft in [[04 Write Your Weekly Issue]]. Rules Match the promise of the body (CAN-SPAM compliant: non-deceptive subject lines). Prefer specificity over cleverness. No fake urgency, fake numbers, or fake "Re:" or "Fwd:" gimmicks. Keep roughly under 50 characters when possible; preview text handles the rest. 1. Curiosity Gap What it is: Opens a loop the reader closes by opening the email. How it works: Hint at a result or tension without spoilers. Pair with concrete nouns from the issue. When to use: Teardown and Contrarian issues; avoid for pure how-to where clarity wins. Examples: The setup that killed my open rate What I cut from every issue now The niche test I failed on purpose Why "helpful" emails get ignored 2. How-To What it is: States the specific skill or outcome the issue teaches. How it works: How to [verb] [object] without [pain] or How I [did outcome] in [constraint]. When to use: Quick Insight (1-3-1) and Practitioner issues. Examples: How to pick a niche in one paragraph How I draft an issue in under an hour How to write a welcome that gets replies How to ask for subscribers without cringing 3. Contrarian What it is: Challenges a default belief in the niche. How it works: Name the popular advice, then flip it. Deliver the replacement rule in the body. When to use: Contrarian angle; Struggle from Vision is bad advice they are getting. Examples: Stop optimizing your landing page Consistency is the wrong goal You do not need 10,000 subscribers Niche down later: lock a promise first 4. Direct Benefit What it is: Leads directly with what the reader gets. How it works: Outcome first, method second. No mystery required. When to use: Cold audiences, announcement issues, or highly practical step-by-step guides. Examples: A 4-question niche worksheet Your first 50 subscribers: warm DM scripts One email that trains the inbox Three issue formats you can reuse weekly 5. Proof-Driven What it is: Anchors on a specific result, artifact, or observed pattern. How it works: Use real numbers or concrete artifacts only. If you lack proof, switch category; never invent stats. When to use: When the user provides a real outcome, screenshot, or public case. Examples: 12 replies from one welcome email The subject line that beat my average What changed after 8 weekly issues A teardown of [real public launch] Placeholder rule: If the user has no proof yet, use Direct Benefit or How-To instead of fake proof-driven lines. Cleve Output Pattern With every finished draft in [[04 Write Your Weekly Issue]], return: Subject Lines: 1. [Category]: [Subject line] 2. [Category]: [Subject line] 3. [Category]: [Subject line] Preview Text: [One sentence that continues the subject without repeating it]