The Newsletter That Makes You Money

With James Sinclair

By the end, you've got a weekly newsletter people look forward to, and a way to sell from it that keeps them opening.

A 29-page workbook, twelve video lessons that help you put it to work, and two tools. How I write the Letter every week, grow the list and sell to it without wrecking the trust.

£49Pay once, keep it

Buy now, £49

Included: 2 online tools, worth £26

The Letter Builder~~On its own £19~~
The Newsletter Scorecard~~On its own £7~~

You're buying the 29-page workbook. The 12 video lessons and 2 online tools come free with it.

Secure card checkout. Your login follows by email. 14 days to change your mind.

Included in this course

Two tools, sold on their own for £26

A workbook is homework. So the pages you'll use most are also tools: open one on your phone, answer the questions, and it does the marking, the totals and the comparison for you. Each one is on sale in the shop by itself. Buy this course and you get both.

~~£19~~ Included

The Letter Builder

Write this week's newsletter the way I write the Letter. Headline, story, lesson, action, with a live word count against my range.

£7 Included

The Newsletter Scorecard

Put your newsletter numbers in after each send and see whether people are staying, opening and acting.

You already know you should be doing this

Everyone tells you to build an email list. Most people do, then send it nothing but offers, or nothing at all.

I've written the Letter every week since April 2024. It goes to 5,325 people, and between 55 and 60% of them open it, as reported by Squarespace. It's generated hundreds of thousands of pounds in sales, mostly from one line in the PS.

The hard part is turning up every week with something worth reading. This course is how I do it: the headline first, three points, the same time every week, and a scorecard that tells me when I'm slipping.

With the templates pulled out, so you can write next Monday's Letter before you've watched a video.

Trust really becomes the offer.

What's in the workbook

Twenty-nine pages. The templates come first, so you can use them before you've watched a thing.

The Letter template: headline, opener, what happened, what it means, what to do, sign-off and PS.Page 5
A real Letter, taken apart: Letter 079, line by line, against the template. It opened at 62.1%.Page 6
Headline starters: the questions I ask myself, and the headlines that opened best.Page 7
The weekly idea bank: so writing day never starts with a blank page.Page 8
The pre-send check: eight ticks before it goes out.Page 9
Invite scripts: the words for social, YouTube and the stage.Page 10
The weekly scorecard: seven numbers, four weeks, four decisions.Page 11
The writing rhythm: Friday to write, the weekend to review, the same time every week.Pages 19 and 20
The first 30 days: four Letters sent, and the habit built.Pages 27 and 28

Plus the eight sections that follow the lessons: building the asset, the inner circle, content, the writing rhythm, subscribers, trust and sales, the scorecard and the newsletter machine.

Six of the 29 pages, as they print.

The twelve lessons

Watch a lesson, then do that section of the workbook.

01
Introduction
Why nothing is as valuable to me as my newsletter, and what the course covers.
02
Building the Asset
Think like you own a newspaper. The one channel where nobody else is in the room.
03
Build the Inner Circle
Make readers feel they're reading your private diary, in words that are yours.
04
Content People Actually Care About
Five tests for writing people want to read, and where to find the stories.
05
The Writing Rhythm
Headline first, three points, about 750 words, and the weekly routine.
06
Bonus: The Pre-Send Check and the Dual Readership Path
Read it out loud, check it, and write for the skimmer and the reader at once.
07
Bonus: Same Time, Same Day, Every Week
Why it goes out at the same time every week, like the ten o'clock news.
08
How Do We Get Subscribers?
A small barrier to entry, and the comment-and-reply route from social.
09
Where Do We Get Subscribers?
Every place you already have attention, from YouTube to the stage.
10
Trust Leads to Sales
Value most weeks, then a light offer in the PS, with no price.
11
Scorecards
Retention and opens over list size, and what to do when they slip.
12
Conclusion
Your first 30 days: four Letters sent, and the habit built.

Use these on Monday, before you've watched a video

Most of the value in here needs no homework. These come out of the workbook as stand-alone templates and scripts.

The Letter template

Headline, what happened, what it means, what the reader should do. Fill in the pink parts in your own words.

Write next Monday's Letter with it

The headline questions

What happened this week? What angered me? What made me happy? What surprised me? Write three headlines, pick one.

Use it on writing day

The pre-send check

Ordinary words, short paragraphs, read it out loud, proofread, facts and links checked. Then send.

Run it before every send

The invite scripts

The comment-and-reply line for social, the YouTube line and the QR line for the stage.

Post one this week

The scorecard

Are we growing? Do they stay? Do they open? Do they act? Four numbers after every send.

Fill it in after each send

The first 30 days

Four Letters, same day, same time. The first win is four sent.

Start this week

By the end, you'll be able to say

Tick each one off as it comes true.

I know what my newsletter is for, and why readers look forward to it.
I write it the same way every week: headline, story, lesson, action.
It goes out at the same time every week.
I've got a route that turns followers into subscribers.
I sell from it lightly, and readers keep opening.
I check four numbers after every send and act on them.

What happened when they put it to work

From reviews of my books and podcast, and from owners who've worked with me. This course is new, so none of these are reviews of it yet.

...it's only when I discovered James Sinclair it dawned on me how little actual business experience most of them have. ... James teaches business and marketing from the position of someone who runs multiple real life, bricks & mortar businesses

Andrew J. GardnerReviewing the Business Broadcast podcast

It has really opened our eyes to what we weren't doing. I am absolutely loving it. You can really see the difference now between me and my manager, as I have stepped away from the day to day operations.

Paul KingPaul J King Funeral Directors. Business Accelerator member

Great book that really puts the growth journey into perspective for your team. It made me realise a lot, and I'm already putting it into action in my business and seeing results. Definitely one for entrepreneurs with bigger teams.

Christopher GeorgeReviewing The Dream Team

A great read for any business owner, I have taken a lot of great ideas from this book. I have used the rules of your business on page 43 within my company already and it has made a big difference.

Darren TaylorReviewing The Millionaire Clown

James showed me what was possible - we were around £400,000 per annum and he just made me push to the next level and we're now turning over £1,000,000!

Carmel JaneOwner, Carmel Jane Photography

In the process of growing my start up I think about what James would say. Sales before operations, E+M=S, you want a business with margin, a business with scale, high barrier to entry, the 4 company philosophy, invest 50% of profits into slow pounds etc etc.

Josh WoodeReviewing the Business Broadcast podcast

I was on the podcast a few years ago, when I was only making £20k per year. I went away and implemented some of the knowledge James shared. Since then, I've done £100k, £80k and £100k. Thank you.

David GottThe Lovely Car Company. Podcast guest

At first I wondered what I could glean from a clown about business, but it turns out rather a lot! A lot of thoughts, beliefs and ideas swirling in my head have been articulated well by James and it's great to hear how they work in his businesses, I'm certainly enjoying applying them to mine.

Scott JonesReviewing The Experience Business

James speaks from a place of passion and experience. He's built a fast-growth, profitable bricks-and-mortar business and a dynamic team culture. His talks are fast paced, funny, irreverent and packed with value.

Daniel PriestleyEntrepreneur and best-selling author

What you get

The 29-page workbook: the Letter template, a real Letter taken apart, headline starters, the pre-send check, invite scripts and the scorecard
Twelve video lessons that help you put the workbook to work
Two online tools: the Letter Builder and the Newsletter Scorecard
Watch on any device, print the workbook

14 days to change your mind

If it isn't for you, reply to your receipt email within 14 days of buying and you get the full price back. Your access switches off when the refund goes through.

James Sinclair teaching a room of business owners

Who's teaching this

You're getting me

I run over 40 businesses: a £55m group of companies, over 3,000 staff and one million customers a year.

Every lesson is me, on camera. I'm teaching what I actually do in my own businesses, with the real numbers and the real mistakes.

The frameworks are mine. The Letter template, the four headline questions, the pre-send check and the scorecard. They're how I write the Letter every week.

I started with a clown suit and a party business. Everything in here is what I learned getting from there to a group I don't have to manage.

Who it's for

You know you should be writing to your customers every week, and it keeps sliding.
You've got followers on YouTube or Instagram, and nothing you actually own.
You've started a newsletter and it reads like an advert.
You want to sell from your list without burning it.

Questions

Is this a book or a course?

Both. You get a 29-page workbook, with twelve video lessons that walk you through it. The workbook is the thing you print and write in. The videos are me explaining how I write the Letter and the thinking behind it.

How do I watch it?

On any device, as soon as your login arrives by email. The workbook is a PDF you print. The two tools open on your phone, save as you go and need no login.

How long do I have?

Pay once, keep it. The workbook, the lessons and the two tools stay yours for good.

Do I need a list already?

No. The last lesson and the workbook give you a first 30 days: four Letters sent, the same day and time each week, before you worry about how many people are reading.

Will this make me money?

I won't promise a figure and neither does the workbook. What it builds is an audience that opens every week and trusts you. That's where my sales from the Letter come from.

Is this the Business Masterclass?

No. This is twelve lessons you watch at home. The Masterclass is two days in the room at Ashridge House, 19 and 20 January 2027. Every course points there in the end.

What if it's not for me?

You have 14 days. If it isn't for you, reply to your receipt email within 14 days of buying and you get the full price back. Your access switches off when the refund goes through.

The Newsletter That Makes You Money