Sample 04 · For creators

One video a week becomes one issue a week.

Jo Lin is an invented B2B marketing creator with a big audience and an email list that hears from her twice a year. This issue is made from one of her videos: no extra filming, a reason to reply, and a sponsor slot that pays for the newsletter.

Sent to: Her email list, about 6,000 people
How often: Weekly, the day after the video
Made from: The video transcript and her comments section
Pays for itself: One sponsor slot per issue

Jo Lin <jo@seconddraft.example> · to you
Subject: Why your demo calls die on the follow-up

Week 32 · Four minutes

Second Draft

The idea from this week’s video, written down properly. By Jo Lin.

Why your demo calls die on the follow-upThis week’s video · 12 minutes

The short version

Most demos don’t die on the call. They die in the 48 hours after it, when the follow-up email recaps everything the buyer just heard instead of giving them something to forward to their boss.

The fix is boring: write the follow-up for the person who wasn’t on the call.

Three lines worth stealing

“Here’s the one-paragraph version for whoever signs off on this.”
“The question you didn’t get to ask on the call: …”
“If this isn’t a priority until Q2, tell me and I’ll stop.”

One thing to try on Monday

Open your last three follow-up emails. Delete every sentence the buyer already knew. Whatever’s left is the email.

Reply with your worst follow-up email (names removed). I’ll rewrite one in next week’s issue.

You’re getting this because you subscribed on one of Jo’s videos. Unsubscribe · Jo Lin and Lumen Notes are invented; this is a sample by Meridian.

The note to a quiet list

Before the weekly issue starts, people who haven’t heard from the creator in months get a short plain note, so the first issue isn’t a surprise.

Jo Lin → her list · Subject: I’ve been quiet. Here’s what’s changingHi, You signed up on one of my videos and then heard almost nothing from me. That’s on me. From next week I’m sending one short email the day after each video: the idea written down properly, three lines you can steal, and one thing to try. Four minutes. If that’s not for you, the unsubscribe link is right below, no hard feelings. Jo

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