Let's say you just wrote the single greatest newsletter ever written - a perfect masterpiece. You wouldn't be surprised if you get nominated for a Pulitzer Prize, and your newsletter gets framed for the American Writers Museum.
Too bad it doesn't matter.
Half your contacts didn't even open the email, and the other half were only skimming it while being distracted by a cute puppy video.
Consistency is what matters.
Month after month, after month, after month, after month.
Your content doesn't have to be perfect. It doesn't even need to be great. Good is good enough - your content needs to be good enough that anyone who reads it will be satisfied for their 5 minutes' investment of time.
Send them something good this month. Then do it again next month, and the month after that - infinity!
Or, let me do it for you. (I'm pretty good at it.)
Eventually, after a year or two (or three), your email list will generate a significant part of your business.
- Chris Butterworth