There are people out there waiting to hear from you

They just don’t know it yet.

It was a thought that struck me when I started writing my new book — and that thought is actually at the heart of what the book is about: how to use a newsletter to reach the people who need what you have to offer.

Since I published Build Your Audience in 2020, I’ve been thinking about writing a new book. I’ve had two or three different topics in mind along the way, but I’ve always come back to the same one — to the marketing channel I love most of all: the newsletter. And about a year ago, I finally sat down and started writing.

And there’s a reason I always come back to it.

Think of LinkedIn, Facebook or Instagram. You can post a message, a thought, something you want to share — but you’re never sure that your followers will actually see it. There’s an algorithm sitting between you and your readers, deciding who gets to see what.

That’s not how it works with a newsletter

If you have 100 subscribers and send out a newsletter, 100 people will receive it. It’s the reader themselves who decides whether to open and read it. No algorithm. No middleman. It’s the only channel you’re in complete control of.

I feel it myself every week when I send out my own newsletter. There’s something about knowing that what I write lands directly with people who have chosen to be there themselves.

Not because an algorithm served it up to them, but because at some point they said: “Yes, I’d like to hear from you.” That feeling is hard to put into words, but it changes the way you write. You’re not writing to a crowd. You’re writing to someone.

And it is that experience that, over time, has made my newsletter the driving force behind my business.

Not because I cracked a code or found a hack — but because the newsletter gave me a direct connection to the people who share my values, and who, over time, became customers, collaborators and readers of my books. No algorithm can give you that connection. You build it yourself.

And I think that’s more important now than ever. We live in an age where social media is becoming increasingly unpredictable. Reach is falling. The rules are changing. Platforms prioritise paid content over organic.

If you’ve built your entire visibility on a platform you don’t own yourself, you’re standing on ground that could shift beneath you at any moment. A newsletter is yours. Your list. Your connection. No one can take that away from you.

That’s why I’ve written this book. I wanted to bring together everything I know about marketing yourself into one clear guide — with all the steps to build, grow and monetise a newsletter.

Among other things, I write about how to figure out what your newsletter should be about, how to get your first readers, and how, over time, you can turn your newsletter into a real source of income for your business.

This book is written for you who are self-employed — a consultant, advisor, coach, therapist, freelancer or another type of solopreneur — and who know full well that you should be doing more with email, but who perhaps aren’t quite sure where to start. Or who are already on the way, but have a feeling there’s more to be gained.

The book is almost finished and will be out in September.

If you’re curious about how you can use emails and newsletters to build your business, sign up to my launch list here:

Then you’ll be the first to hear the news.