(YOUR WEEKLY NOTE FROM ANGELINE)

Hello Reader,

If you're new here, welcome! In this newsletter, I help coaches and speakers who use speaking engagements create systems for nurturing leads and turning audiences into clients.

Today, I'm sharing the framework I use to help coaches pick the newsletter platform that best suits their needs.

Let's get started!

As a newsletter ghostwriter for coaches, one of the most common questions I get isn't "I don't know what to write" but "what should I use to send my newsletter?"

There's no one perfect platform. The answer depends on what you already have going on and what your goals are.

☎️ If we got on a call right now, here are the THREE questions I'd ask you.

Question 1: Do you already have potential subscribers?

If you've been coaching for a while, you already have an email list from past and current clients. What you need is a way to stay connected with people who already worked with you. You won't need a platform with built-in discovery features for people to find you. If this is you, move on to Question 2.

If you don't have a list yet or aren't active on social media, you might want a platform that makes it easy for people to discover you—like LinkedIn newsletters or Substack. These platforms have social features built in, so your content can be found by people who don't know you yet.

Question 2: How open or private do you want the content and interaction to be?

This is about control and privacy.

LinkedIn newsletters are completely public. Anyone can see the content and all the comments. Every interaction happens in public view.

For some coaches, that builds credibility. For others coaches, especially those coaching on sensitive topics like sobriety, trauma, or executive leadership, privacy matters. You want readers to reply privately, not broadcast their questions to everyone.

Substack offers a hybrid approach. You can make posts public or paid subscriber-only. Comments can be public or turned off. You have more control than LinkedIn, but less than traditional email platforms.

Traditional email platforms (e.g. Kit, MailChimp, MailerLite) are private by default. Your subscribers get emails in their inbox. If they reply, it goes directly to you. The interaction is one-to-one, not broadcast to everyone.

Question 3: What do you want your newsletter to actually do?

This question is about what you want your newsletter to accomplish.

If your newsletter is purely educational—you just want to share helpful content without ever asking them to buy something from you, this is fine.

But if you want your newsletter to drive specific behaviors, you need more robust features.

For example:

• Track who clicked on your free book chapter, and send them a chapter review request
• Share your discovery call booking link (you may not want that listed publicly)
• Welcome your new subscribers with a short series of emails sharing your backstory, testimonials, and pro tips
• Stay top of mind by sharing your slides and a quick guide to the audience at your speaking engagement

LinkedIn newsletters and Substack have limited marketing features. You can't tag subscribers based on what they click. You can't create automated sequences. You can't segment people into groups.

Traditional email platforms are built for this. Kit, MailChimp, and MailerLite give you the automation and tracking you need to turn subscribers into clients.

I made this guide to help you compare traditional email tools (Kit, MailChimp, MailerLite), LinkedIn newsletters, and Substack. Use it to see which fits your goals.

Here are my quick recommendations:

Goal: Stay top of mind with current and past clients for repeat work and referrals

• Use an email tool (Kit, MailChimp, MailerLite)

Goal: Build authority and attract new coaching opportunities

• ​LinkedIn Newsletter (if your ideal clients are on LinkedIn)
• ​Substack (if your ideal clients aren't active on LinkedIn)

Goal: Gosh I'm overwhelmed, just give me the easiest option

• LinkedIn Newsletter (if you already post on LinkedIn regularly)

Goal: I want to use email platforms instead of LinkedIn or Substack

• Kit or MailChimp: Best for creating personalized subscriber journeys and automated follow-up sequences based on client behavior
• MailerLite: Easiest to learn and get started quickly

Goal: Sell and deliver online courses or community memberships

• The newsletter tool plays the marketing role, but you'll need a different platform, like Kajabi for digital courses, or Circle for community membership.

There you have it. That's the framework I use to when I speak with coaches.

If you're trying to figure out which platform makes sense for your business, hit reply and let me know where you're stuck. I'm happy to give you my honest take.

Three more ways I can help you:

1. Newsletter ghostwriting – I write your weekly or monthly newsletter in your voice. You share ideas, I handle everything else (strategy, writing, scheduling). Perfect if you have tons of ideas but translating them into consistent emails feels impossible.
2. Educational email series – I turn your workshop or program into a 5-email nurture series that educates leads and moves them toward booking with you. One-time deliverable that works for you forever.
3. Newsletter setup workshop – I set up your entire email system (platform, templates, welcome sequence, first month of content), then hand you the keys. You own it, you run it.

Not sure which you need? → We can figure it out.

Till next week!

P.S. I'm looking to organize an April meetup with CliftonStrengths coaches in Singapore🇸🇬 and Kuala Lumpur🇲🇾. If that's you or you know someone, please let me know!