What I've learned in editorial all these years is that editing is HARD. Its much easier to write something clever in 750 words than it is to do it in 50 words with all the details you want to share. So I think it actually keeps me sharper. For the car coats newsletter, for example, I probably found about 12 I loved but spent a lot of tim…
What I've learned in editorial all these years is that editing is HARD. Its much easier to write something clever in 750 words than it is to do it in 50 words with all the details you want to share. So I think it actually keeps me sharper. For the car coats newsletter, for example, I probably found about 12 I loved but spent a lot of time weighing which really were the best options with the most variety. The whole point of the newsletter, too, was not to overwhelm the reader. I can't tell you how many newsletters excite me with their headline and then I end up zoom scrolling to the bottom because I just don't have the bandwidth. So, I'm not saying its the only good format, but it was the best for me with what I was trying to do, which is give a very real service to the reader. Only the best, visually and click friendly and not so long they get distracted.
What I've learned in editorial all these years is that editing is HARD. Its much easier to write something clever in 750 words than it is to do it in 50 words with all the details you want to share. So I think it actually keeps me sharper. For the car coats newsletter, for example, I probably found about 12 I loved but spent a lot of time weighing which really were the best options with the most variety. The whole point of the newsletter, too, was not to overwhelm the reader. I can't tell you how many newsletters excite me with their headline and then I end up zoom scrolling to the bottom because I just don't have the bandwidth. So, I'm not saying its the only good format, but it was the best for me with what I was trying to do, which is give a very real service to the reader. Only the best, visually and click friendly and not so long they get distracted.