Jobs-To-Be-Done: A framework for writing newsletters people want to read

Most newsletters don’t fail because of bad ideas.

They fail because the writer never stops to ask:

What job is my reader hiring this newsletter to do?

So today, I’m going to show you how to use Jobs-To-Be-Done to make your newsletter something people need—so you can effortlessly pull them into your ecosystem.

Here's what we'll cover:

• The Harvard study that flipped market research on its head—and why applying it to your newsletter makes it a 10x more addictive read

• The real reason your audience opens (or ignores) your emails—and how to write directly to the job they’re hiring you to do

• A 5-part prompt sequence that reveals why people subscribe, ghost you, or never even consider your content in the first place

Let's dive in!

The Jobs-To-Be-Done Framework

A “Job-To-Be-Done” has three parts:

When [situation], I want to [action], so I can [outcome].

• The "when" is the situation your reader is in.

• The "want" is what they’re trying to do.

• The "so I can" is the result they care about.

If you want to write content to help your reader, you need to understand both their situation and their goal.

Here’s a classic example from the creators of this framework:

A restaurant chain wanted to sell more milkshakes. So, they improved the flavors. They made them creamier. But nothing changed. Then they noticed a lot of people were buying milkshakes early in the morning—and drinking them alone in their cars.

They realized the milkshake wasn’t a treat.

It was a solution to a boring commute.

Once the chain understood this, they changed their product. They made the milkshake thicker (so it lasted longer) and added fruit chunks (to make it more engaging). Then they marketed it as a smart breakfast-on-the-go.

And sales finally went up.

You can listen to the talk from Harvard Professor and legendary innovator Clayton Christensen here:

Your newsletter has a “job to be done.”

People “hire” your newsletter because they want to DO something.

You don't hire Netflix because you want a streaming service. You hire Netflix because you want to be entertained, relax after work, or have something to talk about with friends. The same is true for your newsletter.

Think about your email inbox.

The newsletters you open week after week are the ones that help you:

• Make more money

• Save time on work

• Learn something specific

• Look smarter in meetings

• Get ahead of your competition

These are "jobs" you readers need done.

When you know the real job your newsletter is doing, your content gets way more useful—and 10X more valuable to your reader.

Here's how to uncover those jobs (and find a never-ending supply of high-value topics for your newsletter).