Last week I led my second virtual newsletter training in as many weeks, both for groups of expertise-based business owners in different group programs.

These are brilliant people who are marketers by necessity, not by choice.

In that second training, someone asked about email frequency. But it wasn't just the question, it was the hesitation in her voice.

She'd sent only a handful of newsletters because she hasn't want to annoy people. I answered her in the moment, but later I kept thinking about it.

I see just how common it is for even the most confident experts to hold back. Not from lack of skill, but from not wanting to be annoying.

By contrast, many big brands could stand to take it down several notches.

On Sunday, while looking for design inspiration for my office, I accidentally clicked through to Pottery Barn's website. That single click set off a cascade of unsolicited emails.

That right there? Sales emails that I did not ask for, did not consent to receive, now invading my inbox?

That’s what’s actually annoying and spammy.

But here's what's different about you as a small business owner: you still have your humanity intact. You CARE about annoying people. And that's actually your competitive advantage.

The people who worry about being spammy are usually the ones who would never be spammy.

Your anxiety is proof that you're already operating from a place of care and respect.

But let's flip it for a moment.

Think about a time you signed up for someone's newsletter, someone you were genuinely excited to hear from. Maybe you were interested in their services but weren't quite ready to work with them. Or perhaps you were seeking their wisdom and unique perspective on something you'd been struggling with.

And then...nothing.

Until one day, maybe months later, they show up in your inbox.

What happens then? Do you stay to see if they'll show up again?

Maybe.

But maybe you unsubscribe. Or mark them as spam because you have no memory of signing up. Or simply delete it, another email trashed with the other unsolicited debris overtaking your inbox.

Here's what I want you to see: When you you've convinced yourself your subscribers will be annoyed by you showing up in their inbox, you're not at risk of becoming Pottery Barn.

You're at risk of letting that discomfort keep you from the people who genuinely want to hear from you.

Showing up consistently isn't annoying. It's honoring the relationship they asked for.

So if you've been hesitating to write your next newsletter or have been sitting on that draft because you're worried about being annoying, hit reply and tell me about it. What's holding you back?

Take it one step at a time,​
Bev​

113 Cherry St #92768, Seattle, WA 98104-2205