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Yesterday I saw a poll that asked, “as a creator, what platform do you focus on the most?”
The options were:
What would your answer be?
I think you know mine.
It continues to amaze me how many creators and business owners underestimate email.
It didn’t even make the list.
And yet email is where all the money is made.
But most business owners and creators are too busy cultivating their brand’s online presence and giving away free value on social media to care about selling their programs.
Who has time for writing emails when there are photos to take, captions to write, and Reels/Shorts to record?
Last week I had a conversation with a business owner who would have answered “Twitter” to the poll above.
Everyone would tell you that he has a great account and gives lots of value. And I enjoy reading his weekly email newsletter.
But to kick off 2023, he decided to test a daily email newsletter.
It lasted one week.
He said that it was causing churn and he wasn’t sure what the purpose was for going daily rather than weekly.
Understand this:
The purpose of content is to build trust with your audience.
The more you create, the more trust you build.
And the reason for building trust is so that you can create customers.
Not buyers.
This is an important distinction.
You’re not trying to guilt trip people into buying your stuff by giving them so much value that they can’t refuse.
Your goal is to create trusting relationships with people who do the work, get the results, and continue to buy from you every time you make an offer.
This is THE win-win. It’s the pinnacle of success for your customers and your business.
And if this is your goal, then a daily email is going to be your best friend.
The simple things that work (like email) always get neglected in pursuit of flashy and sexy tactics.
This is why I created my Content Foundations course. It teaches the basic principles of content creation that work on every platform.
And it helps you create content every day.
It's the perfect way to start your daily newsletter. Especially if you don't know what to write about.
I’m going to run this course live in February.
If you’re serious about creating content that matters—and not just content that takes up space on the internet—then stay tuned for this.