If you’re an entrepreneur who wants to build a real business and stop chasing followers, you need to embrace e-mail marketing. I’ve been building businesses online for over a decade, and the biggest mistake I see people make is putting too much focus on social media and not enough on building their e-mail list.
Let me share a simple truth: followers don’t make you money. E-mail subscribers do.
Followers vs. Builders: Where the Real Money Is
Here’s what I’ve learned after years of consulting and scaling businesses:
- One client I work with has 4,500 social followers, 2,000 e-mail subscribers, and makes $184,000 per month.
- Another has 2,000 social followers, 1,400 e-mail subscribers, and still makes over $100,000 a month.
Neither of them is chasing followers. Instead, they’re focused on using e-mail marketing to engage with builders, not followers.
So what’s the difference?
- Followers are mindless consumers—scrolling for dopamine and shallow motivation.
- Builders are serious about learning and applying what they consume. They crave depth and mastery, not mindless hype.
When you understand that your real job is to serve builders (not followers), e-mail marketing becomes the obvious priority.
The Four Rules of E-Mail Marketing for Builders
To make e-mail marketing work for your business, you have to understand these four simple rules:
- Builders Are Not Mindless.
Stop using cheap tactics like clickbait headlines and dancing hooks. Builders want real value—give it to them. - Builders Are Not Fans.
They don’t care about your morning routine. They’re looking for depth and actionable insights. - Builders Want Depth.
Don’t buy into the myth that no one reads long-form content anymore. Builders will read every word of your e-mail if it’s valuable. - Builders Want Interaction.
Respond to every e-mail you get. Don’t act like you’re too busy or too important. If someone takes the time to reply, take the time to help them out.
The Eight Steps to E-Mail Marketing Success
I’ve developed a framework that works—no gimmicks, no fluff. Here’s how to do e-mail marketing that actually drives results:
- Set Up Your Tech Stack.
I recommend Kit (formerly Convertkit) because it’s simple and effective. No tech headaches. - Create a Free Thing.
Offer something valuable (like an e-book or mini-course) that solves a problem and gets people to subscribe. - Craft a Depth Sequence.
This is where you go deep. Write five e-mails (500–1,000 words each) that truly help your audience understand what you do and how you can help them. - Point All Roads to Rome.
Every social media link, every video description, every profile bio—point it to your e-mail newsletter. - Run Retargeting Ads.
You don’t need big ad budgets. $5–$10 a day can drive serious traffic from social to your newsletter. - Weekly Depth.
Write one high-quality e-mail every week. Show up with depth, not fluff. - Make Offers Quarterly.
Don’t try to sell every week. Build trust and then make a real offer once a quarter. - Prune Your List.
Regularly remove unengaged subscribers. Keep your list lean and engaged.
E-Mail Marketing is the Secret to Real Growth
When you focus on e-mail marketing, you’re not just chasing short-term numbers—you’re building a relationship. Builders want that. And the best part? It’s sustainable. Social media can change overnight, but your e-mail list is an asset you own.
So if you’re serious about building a real business, stop chasing followers. Start focusing on e-mail marketing.
Listen to the episode on Apple Podcasts, Spotify, Overcast, Podcast Addict, Pocket Casts, Castbox, Google Podcasts, Amazon Music, or on your favorite podcast platform.
Time-Stamped Show Notes
- 00:30 – Why you should stop chasing followers
- 01:50 – Real client examples of high revenue with small social followings
- 03:15 – Followers vs. builders: the difference that matters
- 05:05 – Four rules for creating e-mail content for builders
- 07:20 – The eight steps to build a successful e-mail marketing system
- 15:30 – How to start today and build real momentum