We’d been at the beach for less than 2 days and already I’d sat under 2 of THEM.

It was quite comfy under the giant shadows my neighbor / friends had offered to share.

Each seemed excessively proud to own the latest in ridiculously-easy-to-assemble-beach-shade technology: the Shibumi Shade.

“My friend told me about it. She said they’re everywhere on Ponte Vedra beach. The Shiiiiii-buuuuuu-miiii.”

“I’ll have you know we had ours before they really caught on and it became a thing. We were the first in the neighborhood.”

It’s a smartly designed wind-powered apparatus that breaks down small (think, tent pole technology). You just assemble the pole, slide the kite-like fabric over it, arch it, then anchor it by filling the carry bag with sand.

One person can mount this thing without breaking a sweat, or their back.



A day or so later my husband was at the local dive shop with the girls and he noticed they were selling them.


He passed.

But what was funny is that the sales lady talked to him about it for a bit and she was very, “I just don’t get what all the fuss is for.”

Well, you try mounting an umbrella by yourself a few times. Or a popup tent. And you’ll get why the very act of watching someone pop this thing up and dismantle it in a few quick minutes could sell you on the dream. To some people, that’s certainly worth $250. If I still lived at the beach I’d pay for it, but we’re only visiting. And I already have friends with Shibumis.


But you know I’m not trying to sell you on the concept of Shibumis.

I’m here to talk about newslettering and what we can learn from the Shibumi craze:

  1. People with Shibumis feel like they know a secret other’s don’t (that you don’t need to waste excessive energy hauling something awkward and heavy to the beach and assembling it).
  2. They want to brag about having figured this out way before you.
  3. They think it’s worth paying $250 to use this secret knowledge to improve their beach experience.
  4. All it takes is someone watching them build or dismantle the thing for a nearby beachgoer to ask, “What’s that and where can I get one?” The word of mouth is contagious.
  5. They like saying “Shibumi.”

What’s your newsletter equivalent to the list above?

Do your subscribers feel as though your newsletter delivers a secret that improves some aspect of their life or work?

Does it take something challenging and make it incredibly easy?

Do your readers feel lucky they discovered you before their peers and brag about it?

Do they think it’s worth the time/money/attention they invest?

Do they tell others about it proudly?

Go forth and throw some (good) shade with that newsletter of yours.

Give them something to love telling people about.

“I read xyz newsletter. Have you heard about it? It’s all the rage in xyz industry.”


It really is fun to say, right? I’ve said it in my head so many times while writing this that it now sounds like a word for when you’ve just done something wonderful and inspiring.

Ashley Guttuso  

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Have You Tried Using Curated To Build Multiple Issues At Once?

Hey, everyone. Seth with Curated Success here.

Did you know you can easily build multiple newsletter issues at the same time in Curated?

You can do this by moving saved links from your Collected Items page to different draft issues. To do this, you’ll need to create a few draft issues by clicking the Issues drop-down, selecting All Draft Issues, and clicking New Issue. You‘ll be prompted to select a target release date and time for each issue. Note: this does not automatically schedule the issue to release. It’s more like pencilling something in.

Once you’ve created a few draft issues, go to your Collected Items page and move saved links to your different draft issues. Click the arrow icon to the right of a link and select a future issue.

This is a great way to quickly assign the curated content you’ll include in future issues if you like to work in batches. It’s a great alternative to working in one draft issue at a time.

If you have any questions about this, let me know!


New to Curated? Make a copy of this Getting Started with Curated Checklist to help launch your newsletter (public, private, or paid).


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Like this newsletter?

Let me know. Reply, email me at Ashley[at], or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.

Happy newslettering,

Ashley Guttuso