On Sunday, May 26, marketer Justin Goff sent a confessional email to his list, in which he said he will only be writing weekly newsletters from now on.
For 5+ years, Justin had been writing a daily email about marketing and copywriting.
He had been using these emails to sell new offers, like clockwork, each month.
By writing daily emails and selling new offers each month, Justin had become one of the more successful and authoritative bros in the space.
But Justin had had enough. This didn’t jazz him any more.
So he announced he was going to write fewer emails, create fewer offers, and take more time to hang out with dogs and play pickleball by the pool.
Fair enough.
I checked, though. And what I found is that Justin hasn’t been writing regular weekly emails since then.
There have been five Sundays since May 26. Justin has only sent 3 emails since. In other words, he missed 40% of his planned newsletters, even just writing an email a week.
Point #1: It’s easy to slip up with weekly emails.
In theory, weekly sounds easier than daily. And it should be. But in practice, weekly emails can end up being harder, at least in your perception and as a matter of consistency.
Point #2: In a business like creating courses, coaching, or content, or selling yourself as a guide or a guru, regular posting really is the only way to stay relevant.
If you are reading this right now, there’s a fair chance that you were on Justin’s list as well. Both he and I talk about similar stuff, and to the same circles of people.
Assuming you were on Justin’s list, ask yourself, have you missed Justin or his emails?
I can tell you I used to at least skim his stuff most days. But after he went weekly, it never crossed my mind he had been skipping emails until today, when I made up my mind to talk some industry gossip.
By the way, that’s not any kind of special dig at Justin.
I’m sure the result would be the same if I were to stop writing regular daily emails. Some people might notice the first day or two. A couple might even write in to ask what’s going on. But even they would forget by next week.
It’s not that the world is cruel or heartless.
It’s just that when it comes to easy, free attention, the Internet giveth and it taketh away. It’s part of the deal.
All that’s to say:
Write for yourself. Write for your business and your goals. Write because it makes it easier to write again tomorrow, and benefit from the inevitable compounding.
Find ways to make this acceptable and even enjoyable long-term.
Do this, and sooner than you think, you can become one of the more successful and authoritative bros or babes in your space.
And it doesn’t even have to eat too much into your pool time or pickleball with the dog.
I’ve written lots of effective 15-20 minute emails, which sold everything from coaching to courses to cat training guides, and which kept me in the audience’s mind for tomorrow.
If you’d like to find out how you can do the same, and right quick and easy, then take a look here: