stop chasing followers, boring. brutal. better.

hey builder,

I am saying the same thing in every format I can this week…

you don’t want followers.
you want builders.
if you missed my video from Tuesday…
here’s the recap:

I recently consulted for two brands that prove follower counts are a joke:

brand 1: 4,500 total followers, 2,000 email subscribers, pulls in $184k every month.
brand 2: 2,000 total followers, 1,400 email subscribers, clears $104k every month.

80-90% of that cash comes from email…
not instagram reels or viral tiktoks…
email.
and these brands are just getting warmed up.
next step: I try to break their frontend lead acquisition (scale, baby!)…
break it in a good way.
i.e. how many new customers is TOO many…
but I am getting ahead of myself.
let’s chat how they got to where they are.

I’m going to show you how they do it.
the 8 steps below are EXACTLY what I had them do.
you probably won’t do it, because this is a free newsletter.
but if I charged you what I charged them for the same info…
you’d probably be implementing like hell right now.
feel challenged? GOOD.

seriously, you don’t want followers…
you want builders.

a follower mindlessly consumes. a builder applies.
a follower chases dopamine. a builder chases depth.
a follower rides trends. a builder builds systems.
a follower wants motivation. a builder wants mastery.
a follower scrolls to escape. a builder subscribes to evolve.

think these two companies are unicorns? nope.
we’ve coached thousands of businesses…
the average six- and seven-figure client has under 3,000 followers!
the small-list, big-revenue pattern is real.

this all clicked when I consulted for a guy with 250k instagram followers.
my own following was 1% of his…
yet my revenue was 10x

difference?
he collected fans; I built relationships with builders.

first rule of the game: if you can’t deliver real value in email, go dance on tiktok instead.
builders expect more.

so, four ground rules for building an email list of builders (yes, I consider YOU a builder):

don’t treat builders like mindless followers. all that click-bait garbage you post for views? builders hate it.
remember builders are a different breed. they aren’t here for my morning routine…they want to learn.
give them depth. whining about short attention spans is for amateurs. 400-700 words of useful is perfect; ai fluff is not.
interact. reply to people, help when you can, build relationships.

break those rules and email marketing isn’t for you.

ready to build an email list?

here are the eight steps my clients use:

grab a ConvertKit account.
create a free lead magnet. report, video, template. something that proves you go deep.
after the download, drop them into a depth sequence: 3-5 emails, 400-700 words each, teaching your core topic. mine is 5 emails, ~600 words apiece. earn the right to go longer later.
point every social bio straight to that newsletter. one job: move scrollers to builders.
run a simple ad to the free thing once the funnel works organically.
send weekly emails that are worth at least $10 in real value. if it’s not, rewrite.
make an offer once a quarter, more often only if you’ve earned the trust.
prune the list. if someone ghosts for 60 days, delete them. dead weight kills deliverability.

build a list you control, full of humans who actually implement, and watch your conversion rates jump to 5-15 % instead of the sad 1-2 % “industry average.”

stop chasing followers.
start cultivating builders.

need some help on HOW to create a good newsletter.
I got you.
Click below for a simple template you can use right away.
👉 here’s a newsletter template that will work magic for you

talk soon.

try harder,