Here is the whole framework of what’s coming.

You need to know it ends, so you can decide now whether it’s worth more of your attention.

You’ve been getting a regular series of tips, methods, etc. but you are maybe a bit like me, you don’t do anything with them.

They don’t feel connected with you.

This is different.

There are four stages.

That’s the whole method.

Stage one: decide who is buying what, and when.

Not who might like your emails.

Who is buying, what they’re buying, and the date it goes on sale.

The date is part of the decision, not an afterthought once the thing feels ready.

I know what happens without a date.

I spent years on an app that worked and never sold a copy.

Stage two: work backwards from that date.

You’ve got a person on your list and you know where they are now.

The emails bring them to being ready to buy on the day you open.

The emails between those two points are the steps.

Stage three: write for the reply, not the send.

Every email asks for something a reader can actually do, and every one of those asks leads to the sale.

If an email in a sales sequence has no ask, it isn’t an email, it’s a newsletter.

Stage four: when it works, make it a sequence.

“Works” means people replied, and some of them bought.

Then you keep it, and you run it again for the next thing instead of starting from a blank page every time.

Now the thing to stop.

Stop writing emails because one is due.

Six days a week for months, and the only reason today’s email exists is that yesterday’s went out.

Consistency is important, but writing an email because it’s due is aimless.

The underlying belief is what’s costing you: consistent sales come from writing better emails.

They don’t.

They come from emails that were placed on purpose, in an order, pointing at a date.

You can write a beautiful email into a void.

I’ve watched people do it.

I’ve done it.

It’s the same as perfecting the app, ultimately pointless.

Tomorrow I take stage one on its own and slow it right down. Who’s buying, what they’re buying, and why the date has to be fixed before the material is finished rather than after.

This is the stage most people skip, because deciding feels like it can wait and writing feels like progress.

It can’t and it isn’t.

I lost years to that exact swap.

I’ll also show you what happens to your sending week the moment there’s a date at the end of it.

It’s not more work.

It’s the same work, aimed.

Doors open 15 September.

If you already know you’re in, reply with the word “consistent” and I’ll make sure you see it before the list does.

Regards,
​​​​​​​Brent.