Lowering.
The barrier for email.
That's what I want to talk to you about today.
And this kind of spawned from some thoughts that I had, you know,
one of the things that I do is I walk my dog and then I break up my
phone and then I record some audio.
And then I ever, I never ended up using it because the audio is usually no good, or
I'm walking up a hill and I'm sounding out of breath or it's windy or what have you.
But I like to record these ideas on my walks because they that's,
when the best ideas strike me and.
And then, so that's one part.
And then number two was we were having a mind trust call where
a it's the membership program, where we meet every other week.
And now there's a third call per month.
And one of the things we were talking about was writing daily
and then fears around, well, if I don't write daily, I know.
Uh, like eventually I may.
Stop.
You know, I might not make it daily.
And then next thing you know, I'm not creating content and at all, you
know, because it's all or nothing.
And so there's a lot of, you know, beliefs and concerns packed up within
this con this idea of writing email.
Every single day or even just every single week.
And people know that once they fall off the wagon, so to speak, they're not
going to be consistent and it's easy to not ship the next thing the next day.
And that's not really the important thing that I want to talk about today.
Although.
Well, I think we all face some degree of, you know, once we stop with our
momentum, once we stopped with our.
Are consistent.
Publishing that we may just completely stop and fall off the rails altogether.
That's not really what we're going to talk about today, but the really
interesting thing that I want to unpack is a concern around sending
email that doesn't feel relevant.
That's going to make people unsubscribe.
And.
Particularly with daily email, but also with weekly email.
So I write.
Not every day, although many days and for the last, I don't know,
a week or so, I've been back to writing every day just because I've
been feeling inspired and, uh, One of the things I've noticed is that.
There, when you, when you write less frequently, there's a
tendency to want to write a book.
There's a tendency to want to write some grand theory of mathematics and
be able to produce some epic work because it only comes out once a week.
And then on the other hand, when you're writing daily, you feel like, well,
I don't want to interrupt people.
Uh, because they're going to just find my email's annoying or, and,
or unsubscribe, and one of the insights that we had with the people
on the, on their membership call.
Was that.
Yes.
People who send emails.
That are long.
And that require a lot of work to consume the value.
Those are typically the ones that maybe we stay subscribed to, but
eventually we stop opening them.
And so.
Even if you're going to write every week, it's okay to make it short.
Even if you're going to write.
Every month.
It's okay to make it short.
And part of it is people don't want to work necessarily too hard to
get the value out of your emails.
Now they may take that and they may, there are exceptions to this.
And if your content is good, people will typically read it or they'll save it
for later and then maybe consume it in another app or in the case of my work,
I like to put things into audio as well.
So that those that are more audio inclined can get my ideas.
And hence, I do this podcast as well.
Now the thing, the thing is though, is that when you're doing things less
frequently, the desire to publish.
Really epic content.
Feels very strong and it makes it so that you almost don't want to publish at
all because you're worried that maybe.
You won't produce something worthy of someone's time.
And then when you're writing daily, there's still that fear again.
So what I want to kind of get in your head is that email doesn't
necessarily mean need to be sufficiently different than social media.
So I log into Twitter is one of the most logged in things that I do.
I do it when I'm bored.
Um, cause I'm always finding insights and it's great.
I love, I love Twitter and I get to interact with people
and all that good stuff.
But when I publish on Twitter, I don't necessarily think it has to
be the most groundbreaking thing.
Yes.
I want to produce.
Signal.
I want to produce quality.
Thoughts and share those, do this, do so concisely.
But I don't need to really overthink it.
And it's kind of the same with email.
I check my email probably as much as I check Twitter and I go scan
through the multiple inboxes that I have and make sure that nothing
interesting came in or whatever.
And I use it very much as the distraction device as well.
And so.
I don't want more to do's and I don't necessarily want dense.
Content to come through my email, but I will open not every, but I will
open more periodic, more high paced, short bite-sized pieces of content
because I can get a value out of it.
I can get a win out of it quickly Glean a little bit of insight, not too
dissimilar from say a Twitter thread or some other kind of short form copy.
Maybe you're a LinkedIn person.
So I just want to kind of.
Suggest that email doesn't need to be this really high, high, gold standard.
You don't want Bad content because then people won't You don't want to
ship books because then people probably won't read it or else it's just not the
right format for long intense things.
We already get enough emails that are actionable.
But I think if you lower the barrier and say, Hey, here's something I
found, here's an insight I had.
Here's check out this thing.
Here are a few thoughts I have on that subject.
Here's one specific idea that I've been toying with wanting to share
it with you, go check out this book or this podcast, this link.
So this is the element of curation, as well as creation, you can
share your thought leadership.
You can point to things linked to things.
You can find things on the web.
It doesn't need to be much in fact, by doing less.
There's more likely that people are going to keep opening your emails, keep
reading them, keep consuming your content.
And therefore you're going to have and maintain your subscribers for a long time.
So.
Don't overthink it.
If you're stuck and you're not producing content, you're not
sending emails because you're scared.
People are just going to get annoyed and then subscribed.
I think less lower the barrier.
Think how can I make this fun for me?
And the recipient?
How can I share something light and easy to consume?
So just want to leave you with that because I think a lot of people
are kind of stuck with email.
They're worried about if I start and then stop, I won't do it again.
Or if I do it daily and then I fall off the wagon, what am I going to.
Do like I won't publish any more.
So.
Relax.
Publish some stuff that you like make it friendly, just like you're
writing an email to a friend.
And I think if you do You're going to be much more likely to continue doing it.
And to build it into a habit.
And if you're running an expertise business, you want that habit.
You want that relationship with your readers, and that takes a
long time to foster, but it has to be fun and interesting to you.
And it can't be done.
It can be done sometimes it just can't be dense all the time.
And if it's always Maybe send a little less That's all for now my
friends wish you the best bye for now
lowering the barrier for email.
So the other week I had a mind share, mind trust call rather.
We had a group call and we were just talking about wanting to
write daily and then fears around.
What if I start writing daily, and then what if I stop again?
And then doesn't that kind of, you know, confusing or then
I know I won't do it anymore.
And so there's a lot of confusion and unpacking to do.