A newsletter is a relationship
For me, the most significant insight was to understand that a newsletter was a relationship — a chance to serve. Not just to sell.
You have two friends. One who calls you and always wants something. Then the other friend, who just calls to see how you are, and tells you about a film you would love or a podcast you should listen to.
Now, when you are busy, and the phone rings, who do you always take the call from?
We all know the answer.
So why does that matter? Because our competition is not another brand, but the fact that our customer is busy. E-mail for growth