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Your creative magic should exist on your website and email list

I recently saw a Reel of an artist explaining how they weren’t making sales because the Instagram platform was limiting their reach.

I clicked around and found their website (it was a store), and at the bottom they had an email sign up form, so I subscribed.

A few weeks went by, and by the time they sent me something, I had no idea who it was from.

This creative person, this spreader of whimsical words and imagery, posting daily their delights and magic. I subscribed, basically saying “hello, keep in touch.”

But instead of their magic and art, I got a menu.

A list of product images, prices, and the “BUY NOW” buttons below.

Look, it is a fucking MIRACLE that anyone opens any of our emails - including mine. I write emails about emails, for fucks sake.

My emails compete with much cooler newsletters. They compete with cool bands with new albums, cool clothing companies, and Netflix, and even though a lot of us aren’t remotely in this world we’re competing with the recent Met Gala whether we like it or not.

And most of us are getting “junk mail” in our email inboxes.

The race to the bottom is boring.

So easy an unpaid intern could send ‘em.

Now - if you’ve got 20K email subscribers and you’ve been in business for 20 years, fine - you’re probably doing great. Carry on. This isn’t for you, you’ve got bank accounts to look at and you’re doing great. I know this!

But if you’re the small fish in a giant pond, trying to make a name for yourself, and sell a few things to pay your phone bill, whew… it’s gonna take more than just a few product mock-ups and BUY NOW buttons.

I will die on this hill; “repurpose your social media posts - most of your followers don't see em' anyways!”

Re-purposing the content you’ve already posted means less time thinking about your next email newsletter, and gives you a jump on the creative process.

The same magic and delight you put into your socials is the same magic and delight you can put into your emails to your fans, your customers, your audience.

And it’s why they follow you on social media in the first place.

Just copy, paste, add a little text and context, and hit send.

Here’s some ways to support my work:

• Become a paid subscriber

• Support bands & labels and buy me something from my Bandcamp Wishlist