The Dangerous Trap of Chasing Subscriber Numbers
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Hi Reader I deleted thousands of readers from my email list a few days ago. If you’re reading this, you escaped the cut! Here’s why: When I started my email list, my mission was to get 1,000 subscribers. I asked friends and family to join my list and gave away a PDF on my website. I hit my goal after a few months. Then, I set a new goal of reaching 10,000 subscribers. I used every strategy I could think of to hit it: Facebook ads, content upgrades, outreach campaigns, competitions, and multiple lead magnets. One lead magnet over-performed. I explained how to turn a fancy Moleskine notebook into a system for Getting Things Done (a popular productivity technique). I took pictures for my guide and wrote a lengthy tutorial. The magnet attracted hundreds of subscribers. But they weren’t interested in any of my offers or courses. They wanted the guide only. So, I had to remove them manually from my list. Dozens of hours, a few hundred dollars, wasted. I want to tell you I only made this mistake once. But I also created content upgrades for blog posts. They covered how to get more done in OS X and Excel… things that had NOTHING to do with my core business. Again, I felt good about my rapidly growing subscriber count but less good when they read my emails and were like WTF?! The bill from my email marketing provider was another painful reminder that I needed a strategy, not just another growth tactic. So, I only create lead magnets that align with my core offer these days. I also regularly remove people who are not a good fit for what I write about or sell. My list isn’t for people interested in free PDFs, generic productivity tips, or a low-paying content writing gig. I create for serious writers, coaches, and content creators looking to grow their businesses. Growing a list isn’t just about hitting an arbitrary or round number on the backend of ConvertKit or Substack. It’s more like a dinner party where only the right guests get your invite. Write on,
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