Every big brand starts in the trenches—and sometimes the most powerful growth lever is sitting in your inbox. Today, Lauren and Aurrie react to their chat with Ari Murray and go all-in on founder-led newsletters: quick history, what’s working now, and a simple way to structure a newsletter people actually look forward to.

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In this episode, we cover:

• A (very) fast history of newsletters and why the “personal blog energy” is back
• The #1 rule: your newsletter must solve a specific problem (not “updates”)
• How to create a predictable format readers recognize on sight
• Founder tone without the “dear diary” trap: storytelling that serves the reader
• Tools, workflows, and idea capture so you never face a blank page
• Where Substack fits (and when to start there)

Timestamps

• 0:48 – Why we’re obsessed with newsletters (and why this pairs with a Season 2 tactical episode)
• 3:04 – The quick history: from Roman “daily acts” to Substack’s blog-era revival
• 6:38 – ROI, owned channels, and where email still wins for both e-comm and services
• 8:42 – Start here: define the problem your newsletter solves (real examples)
• 11:22 – Format > vibes: building a predictable structure your audience can scan
• 14:10 – Lauren’s format teardown (campaign breakdowns, “second bests,” poll, light CTA)
• 16:21 – Aurrie’s format teardown (cultural tie-ins + signature recipe closer)
• 18:46 – Brand voice without oversharing: micro-stories that pull weight
• 23:00 – The capture system: docs, notes, Slack to self, saved IG folders
• 26:55 – Substack as a no-friction starting line (and why “messy action” wins)
• 27:35 – What’s next: list growth ideas and a tease for our quiz-powered episode

Your Mapped Out Moment (homework)

Audit your newsletter (or the one you’re about to start):

1. Problem: What specific problem does it solve for readers? Write one sentence.
2. Name/Promise Match: Does the title clearly signal that problem?
3. Format: Lock a repeatable skeleton (e.g., Hook → Deep Dive → Second Bests → Wildcard → Quick CTA).
4. Hook & Shareability: What’s the forward-worthy angle this week (story, hot take, or “steal this” template)?
5. Friction-free Setup: Pick your platform (Substack is great to start) and set up a running idea dump (Doc/Notes/Slack).

Navigator’s Resources (mentioned)

• Substack (easy start + built-in discovery)
• A simple capture stack: Google Doc + Notes app + “DM to self”/Slack channel
• Reader poll at the end of each send (tiny habit, big signal)

Meet Your Co-Pilots

Lauren Loreto — Founder, Brand Good Time®
Expert in content marketing and web design
Website: brandgoodtime.com • Instagram: @brandgoodtime

Aurrie Hicks — Founder, Hopson Rae
Expert in digital content and brand strategy
Website: hopsonrae.com • Instagram: @hopsonrae

🎧 Listen & Subscribe

Follow MAPPED OUT wherever you get your podcasts—and don’t miss the next stop in Season 3 as we keep unpacking the real-world playbooks modern brands are using to grow.

P.S.

Want the step-by-step version, templates, and links we referenced?

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