Our Philosophy on Email Marketing

What If Email Marketing Didn't Have to Feel Spammy?

We believe email should feel good to send and good to receive. You deserve an approach that respects your audience’s intelligence, builds genuine trust over time, and creates sustainable revenue. Not just short-term wins.

This is the philosophy behind everything we do. Read on to see why doing email this way isn’t just more ethical. But it’s actually more effective.

Let’s be honest…

Most email marketing feels gross.

You know the kind we’re talking about.

The desperate “ACT NOW!” subject lines.

The fake urgency timers.

The endless discounts that make you wonder if anyone ever pays full price.

That feeling of being manipulated into buying something you’re not even sure you want.

If you’re a personal brand who’s built real relationships with your audience…

The idea of doing that to them makes you uncomfortable. And it should.

Because… well… you wouldn’t want other people doing the same thing to you, right?

The good news is…

There’s a completely different way to do email marketing.

One that actually respects your audience’s intelligence, maintains the trust you’ve probably spent years building on social media, and…

Here’s the kicker…

it works better than the pushy stuff out there.

This is our approach.

And it’s based on a philosophy that might sound a little crazy at first…

But stick with us.

Because today, you’ll learn a lot…

Important Note I should mention that the way we do email marketing is heavily influenced by the philosophy and ideas of the thinker and OG of email marketing, Andre Chaperon. Andre is a real legend when it comes to storytelling and email marketing. More than 20 years of experience in the field. I don't know if he still takes clients, but if he does (and of course, if you have the budget)... I highly recommend you leave this page right now and go hire him. Anyway, if you know Andre and you've already consumed his content, you'll notice a lot of similarities between our approach and his. We've also shaped our personality-driven email copy by studying other famous email copywriters like Justin Goff and Jason Capital.

Sorry for interrupting your reading experience. I had to give credit where credit’s due.

Anyway, without any further ado, let’s dive in…

The Big Idea: Relationships Before Transactions

When it comes to email, most marketers think this way…

“I need to sell fast before this person forgets about me or moves on to someone else.”

So they hit you with offers immediately, sometimes before you even know who they are.

But here’s what legendary marketer Dean Jackson discovered after analyzing thousands of customer journeys…

“85% of people who eventually buy don’t buy in the first 90 days.”

Read that again.

If you have 100 people on your email list and 15 of them buy in the first month, most marketers would call that a success.

But what they miss is that there are another 85 potential customers already on that list who will buy when the timing is right for them.

So why would you optimize your entire email strategy for the 15% at the expense of the 85%?

You spent a lot of time, effort, and money building your audience. If you sell too fast, without any segmentation, you’ll get some returns from the 15%, but you’ll turn the other 85% off.

That’s exactly what happens when you lead with aggressive selling.
You might get those quick wins, but you’re actively undermining the much bigger opportunity sitting right in front of you.

Now…

Someone might say, “Hey, I have loyal followers. I’ve already gained their trust. I can sell directly.”

Unfortunately, that’s not quite true.

People have a different perception of email than social media.

If you start selling aggressively from day one, they’ll put you in the same box as every other marketer.

Our approach flips this completely.

Just keep reading.

You’ll get the full picture, I promise.

People, Not Metrics

Here’s another uncomfortable truth…

Most email marketing treats people like numbers.

Open rates.

Click rates.

Conversion rates.

Unsubscribe rates.

These metrics matter, of course.

But behind every number is a real person with real problems to solve and real desires to fulfill.

Someone just like you.

When you view your email marketing through the lens of “people, not metrics,”

you start playing the game by different rules.

Instead of asking “How do I get more clicks?” you start asking “How do I actually help this person?”

Instead of “What subject line tricks can I use?” you think “What would genuinely matter to them right now?”

This shift sounds subtle, but it’s profound.

Because when you genuinely care about creating value for people, and not just extracting value from them…

they can feel it. And they respond differently.

We’re not trying to create customers through any means possible to maximize immediate sales.

We’re trying to create happy customers who:

- - Feel an emotional pull to engage with you
  - Stay loyal for long periods
  - Tell others how satisfied they are
  - Keep buying more over time

There’s a massive difference between those two outcomes.

And it all starts with how you show up in someone’s inbox.

Building Worlds, Not Funnels

You’ve probably heard about “sales funnels.”

That linear path where you push people from Point A (stranger) to Point B (customer).

The problem is…

Real life isn’t linear. People don’t make decisions in straight lines.

That’s why we build worlds instead of funnels.

Think about your favorite TV shows.

The ones you binge-watched and couldn’t stop thinking about.

Like Breaking Bad, or Game of Thrones, maybe.

The ones where you got completely sucked into the world the creators built.

These shows didn’t just have good plots.

They created rich, immersive worlds that felt real.

Characters you cared about.

Details that mattered.

Stories that pulled you forward episode by episode because you had to know what happened next.

That’s what great email marketing should feel like.

We’re building an attractive world for your ideal audience to explore:

Every piece of content connects to a larger whole

Your values and personality shine through consistently

People discover insights that genuinely shift their perspective

The experience feels cohesive, not random

They want to spend time there because it’s actually valuable

Different people will explore your world differently.

Some will dive deep immediately.

Others will lurk for months.

Some will consume everything you create; others will skip around.

And that’s perfect. Because we’re not trying to force everyone down the same path.

We’re creating an environment where the right people naturally gravitate toward you and toward your offers.

The Power of Story

Here’s something most marketers miss…

The best way to move people isn’t to push them.

It’s to pull them forward with story.

Stories do something special to our brains.

When we hear a compelling narrative, we can’t help but keep listening.

We need to know what happens next.

We feel the tension between where the character is and where they’re trying to go.

In your emails, you’re creating that same kind of tension.

Sometimes just by telling stories in your emails.

But the best approach is to do more than just tell stories.

You want to put the reader inside stories.

Let’s say your reader is struggling with low productivity (Point A), but they want to be highly productive to get ahead in their career (Point B).

That gap between A and B creates natural tension.

And your job isn’t to “sell” them a solution…

It’s to help them see the path from where they are to where they want to be.

We use techniques borrowed from master storytellers, like:

- - Contrast between current reality and desired future
  - Thematic arcs that tie everything together
  - Open loops that make people want to keep reading
  - Implications that let readers connect the dots themselves
  - Serialized narratives that unfold over multiple emails

The result is…

Your emails won’t feel like marketing. They’ll feel like valuable letters from someone who gets it.

One of our favorite quotes comes from Pulitzer Prize-winning journalist Tom French, talking about serial narratives:

“You have to go to sleep at night with the story unresolved, and these characters in these situations seep into your dreams and into your waking hours… You live with them. Serial narratives have more of the rhythms of life.”

That’s what we want your audience to experience.

Not another marketing email.

But something they genuinely look forward to.

Something that stays with them.

Permission Before Promotion (Not Kidding)

Here’s where our approach gets really counter-intuitive.

Most marketers think this way…

“I have an offer. I should send it to my entire list to maximize potential sales.”

We do the opposite. We ask for permission first.

Before we send any promotional email, we send what’s called a Bridge Email.

This email essentially says…

“Hey, we have something that might be relevant to you. If you’re interested, raise your hand. If not, no worries, we’ll keep sending you valuable content either way.”

This sounds insane to traditional marketers. “You’re adding friction! You’re leaving money on the table!”

But here’s what actually happens when you do it our way:

The people who raise their hand are genuinely interested because they actively said, “Yes, tell me more.” That completely changes the psychological frame. They’re leaning in, not resisting.

Everyone else keeps their trust in you intact. They didn’t have to sit through a sales pitch for something they don’t need right now. You protected their attention and respected their time.

Remember the 85% and 15% rule we mentioned earlier?

Think about it this way…

At any given moment, most of your audience won’t be in the market for what you’re selling. Maybe they’re not ready yet. Maybe the timing isn’t right. Maybe they have other priorities.

So why burn trust by pitching to them anyway?

When you ask for permission first, you’re basically saying…

“I value our relationship more than I value this one potential sale.”

And your audience will notice.

They will remember.

The System Behind the Magic

Okay, we’ve talked a lot about philosophy. But how does this actually work in practice?

Our email approach has seven core components that work together like a well-oiled machine.

You don’t need to understand all the technical details, but here’s the basic structure:

The Trust Engine (where relationships are built):

- - Relationship Building Series: When someone first joins your list, they get a carefully crafted welcome experience that establishes who you are, what you stand for, and how you can help them. Here, we don’t sell. At all. Never. This one is just about value and connection.
  - Value Newsletter: Regular emails that can be sent daily, weekly, or biweekly (we always suggest daily for personal brands). These emails deliver insights, stories, and genuine value. They are your ongoing relationship-building vehicle.
  - Soap Opera Series: Occasionally, you’ll send a serialized sequence of emails (think mini-series) that dives deep into a specific topic, tells a compelling story, or takes people on a journey. These create intense engagement and pull people deeper into your world.

The Revenue Engine (where the magic happens):

- - Bridge Emails: As we discussed, these ask for permission before making offers. They separate interested prospects from everyone else.
  - Story-Powered Promotions: For ongoing offers, these automated sequences use storytelling to present your offer to people who have expressed interest, making it feel like the natural next step rather than a hard sell.
  - Product Launch Series: For time-limited offers, like course launches or workshops, these create genuine excitement and urgency through valuable content, not manufactured scarcity.
  - Customer Onboarding: After someone buys, you guide them to get maximum value from their purchase, deepening the relationship and setting up future sales naturally.

These components work together as a system, not as separate tactics.

The results you get aren’t from any single email being brilliant.

They emerge from how all the pieces interact over time to create a cohesive experience for your audience.

It’s like the difference between having a bunch of car parts in your garage and having a functioning automobile.

The parts only create value when they work together systematically.

Why This Actually Works Better

At this point, you might be thinking…

“This sounds nice in theory, but does it actually drive revenue?”

Fair question. Here’s the thing…

In the short term, aggressive tactics might get you faster sales.

If you need money this week, a high-pressure launch might convert more people immediately.

But in the long term (and by the way, business is a long term game), the relationship-first approach wins decisively.

Here’s why:

- - Customer lifetime value multiplies. When people buy because they genuinely trust you, not because you pressured them, they stick around. They buy again. They buy more. They become advocates who refer others.
  - Refund rates plummet. Happy customers don’t ask for refunds. Pressured customers do.
  - Your reputation compounds. Every email you send either builds or weakens trust. Over months and years, that adds up dramatically.
  - Marketing gets easier, not harder. When you have an audience that genuinely looks forward to hearing from you, every launch is easier. Every new offer has a built-in audience ready to listen.
  - You actually enjoy the work. This might sound soft, but it matters. When you’re proud of how you show up and feel good about your marketing, you do it more consistently. And as you may know, consistency is everything.

Optimizing for quick wins at the expense of the relationship you have with your audience is like burning your furniture to stay warm. It works in the moment, but it’s not a sustainable strategy.

What This Means for You

If you’re still reading this, you’re probably the kind of person this approach was built for.

You care about your audience. You’ve built something real on social media. The idea of spamming people makes you uncomfortable.

You want to monetize your audience, but you don’t want to lose yourself in the process.

That’s exactly where this philosophy shines.

Because when email is done right…

When it’s built on relationships and genuine value…

It becomes your most reliable revenue source.

Not through force or pressure, but through trust that’s been earned over time.

Your audience starts looking forward to your emails.

They open them immediately.

They read to the end.

They respond. They engage.

And when you make an offer, they’re ready.

Because you’ve already proven you’re worth investing in.

That’s the difference between pushing and pulling.

Pushing exhausts you and annoys your audience.

Pulling creates something so valuable it makes people naturally move toward you.

The choice is yours…

Do you want to be another marketer adding to the noise, or do you want to join our movement?

Ready to See What This Looks Like in Practice?

This is our philosophy.

This is how we approach email marketing for every personal brand we work with.

It’s not the fastest path to a quick sale.

But it is the most sustainable path to building a business you’re proud of

A path where your audience genuinely wants to hear from you and happily pays for what you offer.

If this resonates with you, let’s hop on a quick call.

We’ll show you exactly how this approach could work for your business, your audience, and your specific situation.

Don’t worry, there’s no pressure. It’s not a pitch.

It’s just an honest conversation about whether we can help you.

Because at the end of the day, we practice what we preach.

We’re not going to pressure you into working with us.

We’re going to show you value, and let you choose what feels right for you.

This is our philosophy in action.

"The Personal Brand Email System"

(Coming Soon...)

This is a premium course. The only email marketing course built specifically for personal brands who refuse to spam their people.
Learn how to build your complete email infrastructure, write messages your audience genuinely wants to receive, automate like a pro, and turn your list into your most reliable income source, all without pushy tactics or burnout. From landing pages to launch sequences, this is the step-by-step system that finally makes email work for you.