Newsletter Shoutout Copy

This drill produces a ready-to-publish co-marketing blurb tailored to a specific partner's newsletter, with tracking in place to measure clicks and leads.

Input

• Partner company record from Attio (from partner-prospect-research drill)
• Partner newsletter audit data (tone, format, audience, constraints)
• Your landing page URL for this campaign
• Agreement from the partner on placement date and format

Steps

1. Prepare the landing page and tracking

Before writing the blurb, ensure your landing page is ready:

• Confirm the landing page loads and converts (has a clear CTA: signup, demo request, or download)
• Build the UTM-tagged URL using this format: {base_url}?utm_source={partner_slug}&utm_medium=newsletter&utm_campaign=co-marketing-shoutouts&utm_content={variant_id}
• Use the posthog-custom-events fundamental to verify PostHog captures pageview events with UTM parameters from this URL
• Create a PostHog event co_marketing_click that fires when a visitor from this UTM source takes the primary CTA action (signup, demo request, etc.)

2. Write the blurb

Use the newsletter-blurb-copywriting fundamental to generate 3 blurb variants:

• Variant A: Curiosity-driven (open loop that makes the reader want to click)
• Variant B: Data-driven (lead with a specific stat or insight relevant to the audience)
• Variant C: Story-driven (short anecdote or scenario the reader relates to)

Each variant must:

• Match the partner newsletter's tone and voice
• Be under 100 words (unless partner specifies otherwise)
• Contain exactly one CTA link with UTM tracking
• Lead with the reader's problem, not your product

3. Select and refine the best variant

Review all 3 variants against the partner's newsletter style. Pick the one that reads most native. Tighten the copy: remove any word that doesn't earn its place. Verify the CTA link is correct and clickable.

If this is a repeat placement with the same partner, check past blurb performance in PostHog. Use the highest-performing angle as the starting template and iterate from there.

4. Send to partner for approval

Email the selected blurb to the partner contact. Include:

• Plain-text blurb (easy to copy-paste into their email editor)
• Image/logo if their format supports it (provide in 2x resolution, PNG format)
• The tracked CTA link (ask them not to modify it)
• Suggested placement in the newsletter (after their main content performs best)
• A note: "Feel free to adjust the wording to match your voice — the link is the one thing that needs to stay as-is."

5. Confirm placement and track

On the scheduled send date:

• Confirm with the partner that the newsletter was sent
• Monitor PostHog in real-time for pageview events with the UTM source matching this partner
• Log the placement in Attio on the partner record: date, newsletter issue, blurb variant used

6. Log results

After 7 days, pull results from PostHog:

• Total clicks (pageviews from this UTM source)
• Leads generated (co_marketing_click events)
• Click-to-lead conversion rate

Log these metrics in Attio on the partner record. This data feeds the threshold-engine drill for pass/fail evaluation and the partner-performance-reporting drill for ongoing optimization.

Output

• One approved, tracked co-marketing blurb placed in a partner newsletter
• PostHog tracking capturing clicks and leads with partner attribution
• Performance data logged in Attio for future optimization

Triggers

Run this drill for each newsletter placement. At Smoke level, run once. At Baseline, run 5-10 times across multiple partners. At Scalable, templatize and run 20+ times/month.