There are two kinds of business owners. 
The first sits down to write an email and immediately starts typing.
The second opens a blank screen… stares at it for ten minutes… closes the laptop… and tells themselves they’ll try again next week.
If you’re in the second group, you’re in good company. I can’t tell you how many times I’ve heard someone say, “I know I should send an email. I just don’t know what to say.”
Every time I hear that, I smile.
Not because I’m making fun of them. Because I’ve been there. The truth is, the problem usually isn’t that you have nothing to say. It’s that you’ve convinced yourself every email has to be brilliant.
It doesn’t. Your email isn’t a performance. It’s a conversation.
Once I stopped trying to write the “perfect” email and started writing like I was talking to one of my favorite clients, everything changed.
And I have a feeling it will for you, too.
Your Email Doesn’t Need to Impress People
One of the biggest misconceptions about email marketing is that every message has to teach something groundbreaking. It doesn’t. Your readers aren’t opening your email because they expect you to change their life every Wednesday morning. They’re opening it because they want to hear from someone they trust. They want to hear what is going on in your life. Sometimes they need a reminder. Sometimes they need encouragement. Sometimes they just need someone to say, “You’re not the only one feeling this way.” That kind of email builds relationships. And relationships build businesses.
Start With the Conversations You’re Already Having
When I’m not sure what to write about, I don’t go looking for inspiration. I think about the conversations or things that have happened over the previous week.
What questions came up? What was I explaining over and over again? What made a client say, “I never thought about it that way.”
Side Note: the other day I was at a networking event and I was speaking to someone who had 20 plus years of experience, but she was only telling people she had 2 years because that is how long she was in business. I told her that 20 years is a part of your experience, and why you went into business. Use it! She said, “Thank you, I never thought about it that way.”
Those conversations usually become my next email. Because if one client is asking the question, chances are several others are wondering the same thing. You don’t need to invent content.
You simply need to pay attention.
The Email That Wasn’t Really About a Bird Bath
One of the emails that received the most replies wasn’t about marketing at all. It started with a bird bath. I decided I could move it by myself. HA! Three weeks later and I still have an unhappy back in the morning. My back immediately reminded me that I probably should have lifted with my legs instead of my enthusiasm.
The funny thing is…
That email wasn’t really about a bird bath. It was about trying to do everything myself. About believing I had to carry it all. Apparently, a lot of business owners needed that reminder because my inbox filled with replies. That’s when it really clicked for me. People don’t always connect with your expertise first. They connect with your humanity. Your audience isn’t looking for perfect.
They’re looking for real.
Your Blog Is Already Writing Your Emails
One of the easiest ways to simplify email marketing is to stop treating it like a separate task.
Your blog already did the hard work. Let’s say you wrote a blog this week. Great.
Now ask yourself, “What’s one idea from this blog I want my readers to remember?”
That’s your email.
If you notice my blog and my email intro usually never tie into each other. I do that on purpose so you get to know me better.
If you aren’t ready to be that open about your life, just have your intro be about the blog, but you don’t need to summarize the whole article. You don’t need to rewrite it. Just continue the conversation about how you came up with the idea.
That’s exactly how I approach my own marketing.
One blog becomes my newsletter.
Then it becomes social media posts.
Then videos.
Instead of constantly creating something new, I’m getting more value from something I’ve already created. If you haven’t read my blog about turning one blog into a month of content, it’s a great next step.
You Don’t Have to Have All the Answers
One of my favorite emails wasn’t about something I had mastered. It was about something I was learning. I think we put too much pressure on ourselves to always be the expert. Sometimes your audience simply wants to know what’s working for you. (Remember what works for me may not always work for you. I love Asana but I don’t like Trello). Maybe you’ve found a better system. Maybe you’ve learned to protect your calendar. (YES!) Maybe you’ve finally stopped trying to post every single day. (You don’t have to.) Share that. People appreciate honesty far more than perfection.
Send a Simple Email
One email.
One topic.
One takeaway.
That’s it.
Your readers are busy.
The easier your email is to read, the more likely they are to finish it.
You don’t need a thousand words.
You need one good conversation.
Don’t Wait Until You Have Something to Sell
If the only time your subscribers hear from you is when you’re launching something, they’ll begin to expect a sales pitch every time your name appears in their inbox. Instead, build the relationship first. Share your perspective. Encourage them. Help them solve small problems. Then, when you do have an offer, it feels like the natural next step instead of an interruption.
One Last Thought
The next time you sit down to write an email, don’t ask yourself “What should I send?”. Instead, ask yourself, “What conversation would I have if one of my favorite clients walked into my office right now?”
Write that. Because the emails people remember aren’t the perfectly polished ones. They’re the ones that make someone feel understood. And that’s something only you can provide.
If you’re not already on my email list, I’d love to have you join us. Every Wednesday morning I share practical marketing ideas, behind-the-scenes from my life, and simple strategies to help you stay visible without letting marketing take over your life. Because that’s what I believe marketing should do. It should bring you peace of mind. It should support the business you’re building… and the life you’re living.
