SEND MORE EMAILS

You do the work, you make your magic, then you send a newsletter once a month and nothing really happens.

Your biggest fans (the ones who gave you their email address) get maybe 12 emails a year from you, and chances are they don’t open every one. They might see what you’re doing 4 or 5 times a year.

It’s not that your work isn’t great, it’s that no one knows about it, and it’s hard for people to get into what you’re doing if they forget about you.

You’ve got no problem posting to social media three times a day, spending hours every week engaging, but telling people what you’re doing via email feels like too much.

Think about that!

Imagine you’re a musician, and you reach out to one venue a year to book a show, your odds are terrible. If you hit up ten venues, slightly better. But fifty? Three hundred and sixty-five? Someone’s gotta say yes.

Send more emails about your new song, your new album, your new book, your next class, your next event.

Frequency isn’t some desperate tactic, it’s how you keep from fading into obscurity. It’s not spammy, people signed up for it, and if unsubscribe, then they’re not your people.

But pay attention to the people who stay. As my friend Nikki Learner says, “let’s not hoard our gifts.” Send another email newsletter this week. You’ve got years of “content” that you’ve posted on social media in the last year, start there.

Skip the BUY NOW buttons and product links, you’re not a department store. Everyone does that, then they wonder why they get 10% open rates. Treat your email audience like an ATM and they’ll burn out, then you’re back to square one, posting into the void on social media.

Instead, make your magic, then tell the people who gave you their email address.