Why I write to you

At some point, company newsletters became this automated process of generating a list of recently posts and then blasting it to everyone without a second thought.

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We justify it by trying to stay “top of mind” or have “multiple touch points” or “raise brand awareness”–even though you wouldn’t read it yourself.

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Why do we do it?

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One reason is it’s easy to avoid the shame and responsibility when emails aren’t sent under your own name. You’re not held accountable.

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But that’s not “marketing”.

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Marketing is just being valuable to strangers.

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It’s deeply understanding their worldview and then creating something that connects with that.

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It’s making it easy for people to remember you and tell their friends about it.

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It’s helping people be their true selves, by you being yourself.

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If you equate marketing to spending money on software so you don’t have to be creative—you’ll eventually feel shitty.

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The secret is to keep finding creative ways to be yourself. That level of personal accountability is the best marketing.

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It’s why I write to you here.

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