Founder Diary

August 15, 2023

Is it just me?

Is it just me?

…or product launch promotion in newsletters is totally out of hand these days?

A person with a megaphone shouting "Plz buy" at a closed door
A person with a megaphone shouting "Plz buy" at a closed door
A person with a megaphone shouting "Plz buy" at a closed door
Nikita Kazhin's headshot

Nikita Kazhin

Co-founder at Brick

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Hey friend 👋,

Maybe it's just me...

Or does everyone promoting a product launch these days sends their newsletter subscribers an email EVERY DAY for a week?

You gotta promote it, I get it. More than fine with it.

But when I get pitch after pitch after pitch for a week, I can’t help but think:

“Just launch it already. And get back to being the real you. Not product-launch you."

I unsubscribed from a few newsletters because of this onslaught recently. I just can’t take it anymore.

My inbox is not your marketplace or email dump.

Or maybe it's just me.

And the only way to stop the barrage?

Buy the product.

Then they finally kick you out of the sales sequence and you enjoy the product (maybe) and their regular programming.

But imagine you belong to the 90+% of their subscribers who won’t buy, at least not this time.

When you get the first sales email, you benefit. You're better off:

  • You learn about the offer or the opportunity

  • You might get to know the creator a bit better

  • You get a glimpse of what it's like to create and sell this kind of product

But then you get 4, 5 or 6 more emails.

And if you like the creator, but don't want to buy, you'll have to endure the barrage once in while (or once a months or two in some cases) just to keep the relationship.

Or maybe it's just me?

Imagine you show up at my front door one day and pitch your product. I politely decline.

Or ignore you by not opening the door.

Then, you still show up every damn day for another week until your launch is over. Hallelujah.

Do you know what many folks do on Day 3 or 4?

They call the police.

But there’s no police in emails (I don't count spam because you signed up for the newsletter!) So we keep tolerating the incessant knocks on our email door.

Or is it just me?

I know it’s a funnel and all. And with every email you convince more people to buy.

Good for you.

But not for us. The folks who are here for the regular you, for the content, not persuasion and a battle for their hard earned money.

But again, maybe it’s just me…

Maybe marketers don’t see many unsubscribes because of this tactic. And they take it as validation.

Plus, they entertain us with stories and additional features, and tackle objections in a fun manner. It's not all that bad, huh? They try to make it feel like it's almost not promotion, but storytelling or "value".

Maybe it’s just me and y’all are fine with it.

But in case you’re NOT...

Please tell me:

How do you promote and avoid being spammy?

Is one or two emails max not enough anymore?

Is it really just me?

Thanks for reading.

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