There’s been a lot of talk about Atomic Newsletters lately. They have been promoted as a fantastic way to grow a newsletter publishing business when you have very little time spare.

Atomic Newsletters are short – often less than 150 words in length – and focus on sharing curated content.

For example; an Atomic Newsletter on Indian food would link out to three pieces of content online.

  1. One could be a video on YouTube.

     

  2. Another could be a recipe article on a website…

     

  3. and the third could be an article on a travel website talking about the food in a specific part of India.

The point of an Atomic Newsletter is that it is short, easy to create, and it is easy for the reader to consume.

It sounds ideal for a busy person who wants to generate money publishing a newsletter as it allows them to curate content and publish something fast.

I get that…

But I am not convinced that sending people to other people’s content is the best way forward. Not all the time, at least.

Selling the idea that Atomic Newsletters are easy to consume because they are 150 words or less and only share three resources is bad, in my humble opinion that is.

Yes, reading your 150 word newsletter will take a minute or less… but that reader will then spend their time consuming other people’s content instead

That time spent watching a YouTube video or reading articles is time that could be used consuming your content.

The more content of yours that people consume; the more they are warming up to you. 

They are getting to know, like, and trust you which means one thing… when you promote a product… they are more likely to buy from you.

When a person spends a minute on your Atomic Newsletter, and then goes and spends half an hour consuming the content that you shared with them… it shows that they are happy to spend their time consuming more detailed and longer content… so why not give it to them?

Why not have those people read a long newsletter or watch a video of yours?

If you want to build a business where people are willing to buy products from you or pay to receive your newsletters, stop sending them away to other people’s websites.

Yes, you can share other people’s content occasionally, it wouldn’t do you any harm to throw a few bits into the mix, but to send them away all the time is a bad move.

If you constantly share other people’s content then your newsletter is nothing more than a sign by the side of the road directing people to different locations. 

The sign is important for about a minute, but once they reach their destination… that is where they will stay and spend their money.

If you publish an Atomic Newsletter which sends people mostly to your own content, then that is fine, it makes sense… but don’t send readers out to other people’s content all the time.

Social media platforms like Instagram, Facebook, X (former Twitter) etc, restrict people leaving their platforms by showing posts with external links to fewer people. They want people to stay on their platforms so that they can show them more adverts. 

The user is the commodity and showing them adverts is how these platforms make money and so they work hard at keeping them within their fold. Sending people all over the web would mean less money for them.

Sending your readers to other people’s content just so that you can publish a quick short email newsletter may be costing you readers… or at least have them use you as nothing more than a signpost for other good content.

That might be ok if you intend to make money sharing ‘sponsored’ posts, at least you are getting paid for sharing other people’s content.

If you are intending to promote affiliate products or create your own to sell, then you really need to be creating and sharing your own content.

This is where the 80 – 20 rule should be applied. 

I suggest that no more than 20% of the content you share is other people’s content. 80% + should be your own content.

Remember, the purpose of content isn’t just to be read or enjoyed, it is designed to get people to know, like, and trust you and warm them up so that they are more likely to buy from you instead of other people… and you cannot do that if all you are doing is sharing other people’s content.

Ideally, you should be looking at other people’s content and then creating your own content from that. Use other people’s content as a base for something new and unique.

One of the easiest ways to do that is to record a video review where you talk about the subject of someone else’s content.

This is perhaps one of the fastest ways to create content that will allow you to connect with your audience.

Here’s a perfect example of what I am talking about; in the video below I recorded myself talking about this exact subject using both screenview and webcam view of myself. 

I’ve recently read quite a lot of posts about Atomic Newsletters and so I created a video where I discuss them and show a couple of examples to reinforce my ideas.

The main point here is that if you are thinking of creating an Atomic Newsletter of your own, think about who that newsletter is going to help most.

Is it going to help you… or the content creators you are sending your readers too?

It’s OK to create short and fast newsletters, but if you are not benefiting from them but other people are (I’m not referring to the reader here, they should always benefit from your newsletters), then you are wasting your time.

If you want to create an Atomic Newsletter because you are short on time, then I suggest that you also consider creating the quick video content as used as an example in this newsletter. It took around ten minutes to record, and no more than 20 minutes to edit and upload.

If you found this newsletter and video useful in any way, please share and leave a comment.

Until next time.

Have a great day.

Andi

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