The typography will say something about you. The layout will say something about you. The photos you take will say something about you. Of course, your words will say something about you. But what do you want them to say? How do you want to position yourself: Fun? Serious? High quality? Innovative?

Often we think we will get better results by doing more. But the opposite is true. The single biggest reason for people unsubscribing is mailing too often. Play the long game. Email less. Email better.

And the best way to have a long-term relationship is to stop thinking short-term. Think about how you build this relationship over a ten-year period.

A great newsletter works by you sharing how you think about the world, and not just what you have to sell in this world. Remember, it’s not all about you.

Cal Newport has written a great book called Deep Work. In essence, you need to find two to three hours each day without wi-fi, without your phone, and make that part of your daily routine.

BUILD A COMMUNITY NOT A LIST

In other words,

It is always good to benchmark a rival, but it is more useful to find someone who is pioneering new ways, even if it isn’t your sector. Your sector may be dull, so if you just look at those who are doing it best, it may not push you as much as you need. Here are some questions to ask about those who you benchmark: — What is it they do well? — What

GIVING CREATES TRUST