Newsletter Crew October 23, 2020

Everyone Jumping on Bandwagon - WHY?


Why is everyone doing and promoting newsletter? I've seen quite a lot of trendy topics how everyone should go into newsletter. REALLY?

I find it absurd. Following latest trends is bad for you. Yes follow, but don't be like a sheep. Be like a wolf, adopt and try different stuff out.

That's like following all this "gurus" and telling oh you need this product, but behind that YOU SHOULD question yourself. WHY is promoting that?

Usually it's one of this :

  • It earns high affiliate commision for promoting
  • It's following TREND to keep up with sales ( buy, buy my eBook : ) )
  • Paid to advertise

I've seen so many "influencers in last year jumping from Facebook Ads to Newsletter to Shopify, 4 years ago it was popular Tshirt selling (Teespring) WHY? - They earn high affiliate (recurring) commision.

Simple as that.

Don't be a sheep. Be a wolf that sheeps will follow.

What do you think about this? Let's discuss!

  1. 2

    My reason is simple: to build an audience.

    You may have a nice LinkedIn or Facebook or Twitter following, but if those platforms go under at any point (or they decide they don't like you, or they make a mistake and delete your account by accident, etc.) then your audience is gone. Poof. You don't own those platforms. You don't even rent them. Which is a big vulnerability.

    Even if you don't want to be in the newsletter space long term but don't yet know what you do want to build, I would recommend starting a newsletter anyway. The idea is to build your email list, because if all the social platforms go under you can at least bring your email list with you anywhere. And no matter what you end up building or wanting to sell, you'll need an audience to tell about it. Besides, the practice of writing on a schedule is a great habit to get good at while you explore a more long term idea. You might even come up with your idea in the process of growing your newsletter!

    Audiences are also valuable. Some people have grown free newsletters around niche topics and sold them for real $$$. Email addresses are gold, and people don't give them up too easily.

    If you're really averse to having a newsletter you should still find some way to build an email list of your own some other way. Gather a tribe! I imagine most people are gravitating to newsletters because it's the most obvious way to do so and involves something most of us denizens of the internet can do (write), but it also lets you put your personality in front of your audience and let them get to know you more personally. If they know you and like you and keep hearing from you in your own words, they'll probably be more inclined to want/trust what you eventually create.

    You could also build a list by creating a free tool or app and requiring an email address to sign up and use it, I don't think there's anything intrinsic about newsletters that's special. Except maybe the fact that sites like Substack have made it easier than ever to get up and running fast, and everyone's audience has one thing in common: they use email.

    Good topic, I'm glad you posted it. I'm not sure everyone is thinking about starting a newsletter for the same reason or for good reasons, so it's definitely worth discussing!


    (No I don't work for Substack. Yes I have a newsletter. It's totally fine if you don't sign up. :)

    1. 1

      Would you say just your SaaS signups are good enough to substitute for an actual email list?

      1. 1

        I would still value emails more highly. If you decide to sell your SaaS or it goes under for some reason you'll still want tell those people about your next venture.

        1. 1

          Yes, but sign-ups are also a list of email addresses, though obviously they didn't sign up specifically to be bombarded by your emails.

          Would you say those emails aren't worth a lot?

          I regularly send reactivation emails to my signups that have gone cold.

          1. 1

            Oh I see. Then yes, I agree. The idea is that direct contact/connection with people is what you want, so if signups allow you to remain in touch then that's just as good.

            I just know anything I had that resembled an "audience" was on social platforms so I needed to start being less dependent on those intermediaries.

  2. 2

    Last time a sheep followed a wolf it did not end well for the sheep... Seriously, innovation is not only about doing something completely new but changing or improving what already exists...

    Things that are completely new, like miracles, often scare people off, or confuse them, until eventually they get used to them.

    One needs to find the right balance between old, popular and new.

  3. 1

    It's not so much people are jumping on a bandwagon or following the latest shiny trend. It's just that, as @markmulvey noted, newsletters are among the very few remaining options creators have to take back control from social platforms and algorithms and communicate directly with their fans.

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