Lesson 27 - Help different readers find different starting points

Hi [FIRSTNAME],

A beginner, a capable improviser, and someone choosing a more developed system can all read the same newsletter.

They do not necessarily need the same starting action.

That does not mean you need to build three separate publications. It means you can be clearer about where a lesson begins and who may want a different route.

Picture a series about meal planning. One reader needs to choose a manageable first routine. Another already has a routine and wants more variety. A third wants help coordinating plans with somebody else.

A recipe collection, a basic planning lesson, and a shared organising tool serve different parts of that picture.

If you recommend the same thing to everyone because they all like food content, you lose the useful distinctions.

I would describe starting points by the task, rather than labelling people as committed or uncommitted. The reader who does not want a larger system may be making a sensible choice for their week.

Your content can offer a simple route. If someone has not defined the task, point them towards a first decision. If they understand the task but need a comparison, explain the relevant requirements. If they want more support, investigate suitable resources.

Keep the paths manageable. Too many options can become another decision the reader did not ask to make.

For the business, this helps you connect offers with a recognisable need. It also prevents a larger or higher-priced option from being presented as proof that a reader is taking the subject seriously.

A suitable purchase should have a practical contribution. The reader does not need to buy an identity along with it.

Write three starting points

Choose one topic in your publication. Describe a reader who is defining the task, a reader who is comparing approaches, and a reader who wants help carrying it out.

Give each one a next action that fits their situation. At least one should be entirely possible with the teaching and resources they already have.

Then note which potential offer categories belong at which stage. Keep the reason concrete, and mark anything you still need to investigate.

Personally, I think this exercise makes recommendations warmer as well as clearer. You are giving someone a way to recognise themselves instead of telling them what every sensible person supposedly needs.

A short sentence about who a resource suits can do a lot of work (far more than another paragraph insisting it is for everyone...).

Tomorrow, we will check what needs to be true before you expand into another savings topic.

Explore more ideas for understanding savings readers and building useful content here.

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