There's a problem I've been seeing more and more lately, and I think it deserves a name. So I've given it one.

Nice Newsletter Syndrome.

You send an email, and someone replies almost immediately: "I love your newsletter. It's the best thing in my inbox."

Another one comes in: "This really made me think."

Someone forwards it to a friend. Someone else tells you that they look forward to your emails every week.

And on paper, this all sounds great. Because it is great, in a way.

Your subscribers genuinely love hearing from you. They're engaged, they're invested, and they're telling other people about you.

But here's the bit nobody likes to talk about:

None of them are actually buying from or hiring you.

You launch your offer or service, and the same people who told you your newsletter is the best thing in their inbox go quiet. It's absolute crickets in there.

🦗🦗🦗🦗🦗

So then you're left wondering how it's possible that people who LOVE your emails so much can't seem to take the next step with you.

The answer is uncomfortable, but it's simple.

A nice newsletter and a newsletter that sells are not the same thing.

Plenty of people write lovely emails.

Warm, beautifully-written, thoughtful, genuinely enjoyable-to-read emails.

The problem is when those emails do nothing else.

When they entertain or educate or move people emotionally, but never actually move them closer to a buying decision.

Because here’s what most people miss: every email you send is teaching your subscribers what your emails are for. And if your emails have only ever been "a nice read", that’s all they’ll ever be.

So, when you eventually ask them to buy? It feels jarring. Out of nowhere. Off-brand for the relationship you've built. Not because you've done anything wrong, but because you never set the relationship up for selling in the first place.

This is what I mean when I talk about training your subscribers​

Every email you send is teaching them something about how this relationship works.

And if every email you've ever sent has been pure value, pure story, pure connection with no real ask — when you eventually do ask, it lands weird. Not because asking is wrong, but because they're not used to thinking of you as someone they can (and should) say yes to. Someone they should buy from or buy with.

The fix isn't to start sending pushy, salesy emails.

The fix is to embed selling — and the expectation that you’ll sell — into your email strategy from the very beginning, and at possible every stage:

• A clear call to action at the bottom of your weekly newsletter
• A welcome sequence that doesn't just nurture, but that tells people how they can work with you and trains them to expect sales pitches
• A regular sales email that has one job, and one job only: to invite people to take the next step

Nice newsletters are lovely.

But you didn't start your business to be lovely. You started it to get paid.

Eman

PS. Subscriber-Led Sales is the email marketing course that cures Nice Newsletter Syndrome for good.

Inside, you'll build a strategic email marketing system that replaces your random emails (and random results) with meaningful engagement and predictable sales – so the people who tell you they love your emails actually start buying from them too.

Doors are closed right now since we're in the middle of a cohort, but join the waitlist here to get first access when they reopen.

PPS. If you'd rather not DIY this, you can book a 1-hour email strategy consult call with me ($600 with a full money-back guarantee if you don't find it helpful), or you can hire me and my team of experts to take email off your plate and do it for you :)

Find me online, Reader? 😍👇🏽

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