Every other Saturday morning, I send out my newsletter, which typically includes storytelling, personal experiences, and things I have learned over the last 15 years of working online.
Once thought of as yet-another-thing-to-have-to-do, sending emails has become a pleasure. Let’s just say I enjoy writing and have performed the proverbial about-face when it comes to hitting the send button.
You see, it all comes down to knowing who is on my email list and understanding how they got there. It’s about knowing what I want to do, what I want to say, and ultimately, what I want to create. I am realizing email is a big responsibility.
“Hot sauce freebies. Just kidding, it’s actually a very unsexy answer: sending the right email, to the right person, at the right time.”
Sales and marketing aside—because email converts stratospherically better than social media—Paul says it’s personal to him:
“Email is a 1-to-many relationship that feels like a 1-to-1 relationship because it’s a message from you, sent directly to each member of your audience. So it feels personal and special—but only if you make it those things. It’s kind of important to let your own unique brand and voice shine through in everything and not become some marketing robot or corporate-speaker just because it feels like the ‘professional’ thing to do. People signed up because they want more you, so give them that.”
Zing. Fewer clients. Jerry Maguire manifesto, anyone? Jerry writes:
“Forget the dance. Focus. Learn who these people are. That is the stuff of your relationship. That is what will matter. It is inevitable, at our current size, to keep many athletes from leaving anyway. People always respond best to personal attention; it is the simplest and easiest truth to forget. Love the job. Be the job.”
I think the last bit is worth repeating: Love the job. Be the job.
When you’re busy building your personal enterprise, you must enjoy what you do—because people notice when you don’t. They notice when you are faking it, and let’s be real; nobody wants to be seen as a poser. (For you non-Generation Xers, that’s a throwback reference to Milli Vanilli.)
One of the best decisions—and greatest enjoyments—I made was to respond to everyone who replies to my emails. If somebody is taking time out of their day to share something with me, I feel it’s only fair to do the same in return.
It’s refreshing to hear what folks are up to, what they struggle with, and how we can help one another. Because better together, right?
While I am a champion of community and authenticity, I also realize—especially in light of everything that is going on in our world—how important it is to earn a living. This is why, more than ever, it is crucial that we set ourselves up for success.
The experts say that email is marketing, and they aren’t wrong. Seth Godin, in his book, This is Marketing, has this to say about it:
“Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread.”
Email is the quintessential tool to everything you need to follow a 3-step process I truly believe in: Tell your story. Build an audience. Grow your business.
Here is a shortlist of resources about email that I think you’ll enjoy:
- How to start your own newsletter in 15 minutes — Nathan Barry
- The #1 Marketing Strategy Almost Everyone Overlooks — Marie Forleo
- This Is the Exact Opposite of Every ‘Grow Your List’ Article — Paul Jarvis
- How One Entrepreneur Grew Her Email List to 75,000 — Kaleigh Moore
- Build Your Perfect Business: Here’s What’s Working Right Now — Brian Clark
Before I go, I am working on a new project, and this is the first I am speaking about it. It’s not quite ready, but I’ll leave you with this: It involves… email.
Because, in my opinion, email is everything.