The #1 Reason Newsletters Fail (and How to Avoid It)

Are You Stuck in the "Messy Middle"? (Niche Selection Secrets Ahead)

I see it everyday on substack: Newsletters that try to be everything to everyone... and end up appealing to no one. Sound familiar?

I call it the everything bagel.

Here’s a real example I saw last week: I share thoughts on life, productivity, marketing, thought leadership, and change management.

In the spirit of the everything bagel, I want to tackle the question I get asked all the time: What niche should I choose for my newsletter?

The answer isn't always obvious, and many creators get caught in what I call the "Messy Middle" – not broad enough to attract scale, but not focused enough to build a loyal following.

Let’s explore two powerful strategies – hyper-scale and hyper-niche – and how to find the perfect niche for your newsletter.

Hyper-Scale vs. Hyper-Niche: Which Path is Right for You?

Let's get straight to the point: Your niche is the foundation of your entire newsletter strategy. Choose wisely, and you'll set yourself up for growth, engagement, and monetization. Choose poorly, and... well, let's just say you'll be spinning your wheels.

The key is to avoid the "everything bagel"—that uncomfortable space where you're neither broad enough to appeal to a mass audience, nor focused enough to truly resonate with a specific group. I see so many creators get stuck here, and it's a real momentum killer.

Hyper-Scale: The Mass Appeal Strategy

What it is: Targeting a very broad audience with content that appeals to a wide range of interests. Think general news, business, lifestyle, etc.

Pros: Huge potential audience (millions or even tens of millions), attracts advertisers seeking maximum reach.

Cons: Intense competition, lower engagement rates (harder to build a personal connection with readers), requires significant resources to create killer content consistently.

Examples: News aggregators, general business publications.

Ask Yourself: Do you have the resources and expertise to consistently create high-quality content for a very broad audience? Are you comfortable competing with established players in a crowded market?

Hyper-Niche: The Laser Focus Strategy

What it is: Targeting a very specific audience with content that caters to their unique interests and needs. Think a newsletter for left-handed guitar players, artisanal cheese enthusiasts, or AI-powered accounting for startups.

Pros: Less competition, higher engagement rates (easier to build a loyal following), more opportunities for targeted monetization (selling specialized products or services).

Cons: Smaller potential audience, requires deep knowledge of the niche, can be challenging to scale beyond a certain point.

Examples: Industry-specific newsletters, newsletters for hobbyists or enthusiasts.

Ask Yourself: Are you obsessed with a specific topic with a dedicated audience? Can you create content that truly solves their problems or enhances their lives? Are you comfortable serving a smaller, but highly engaged, audience?

Moving Beyond Theory: Finding Your Niche

Okay, so you understand the difference between hyper-scale and hyper-niche. But how do you actually choose the right niche for your newsletter? Here's my simple four-step framework. I use this with all my clients, and it works like a charm:

Start with Your Passion: What topics genuinely excite you? What do you enjoy learning about and sharing with others?

Identify a Problem: What problem can you solve for your target audience? What need can you fulfill?

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