How to Sell Advice

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.