February 25th, 2024

When you spend time on social media, these practices are spoken about a lot and seen as a key aspects of business growth. There is a big push for getting your followers off the apps and on your email list.

It’s encouraged to use a lead magnet, a free resource that is given in exchange for someone’s email address. This might be an e-book, mini course, guide, templates or something else. Then the next step is to “nurture” them with valuable content on a regular basis.

If you have tried these common practices before and they haven’t feel right, you are not alone. As a sensitive creative, the concept of enticing people with a lead magnet doesn’t feel good in my body, heart or mind.

I’ve noticed other deeply caring creatives see through these tactics as well. They are more fulfilled with genuine connections. They prefer relationships to begin with mutual agreements and value equality.

On an ethical level, conscious and sensitive creatives don’t like forcing people to provide their email address in exchange for something. This interaction feels imbalanced and unnatural.

When we say something is free yet unavailable, it makes our brain go into survival mode. Without thinking much, we give up our email addresses in order to obtain access to that free resource.

After much reflection, I’ve realized I don’t want people subscribing to my list if it is not genuine. I want it to be a whole body “yes, I want to connect” and having the autonomy to make that choice.

~

For me, this is where the friction started along with the highly recommended weekly newsletter.

The weekly email newsletter is meant to keep your subscribers “warm.” Then when you are ready to promote your offer there is a likely chance of converting subscribers to clients or buyers. At least that is what we are led to believe about doing this kind of email marketing.

~

Last year I committed to emailing my subscribers each week. I wanted show myself I could do it, build relationships and hopefully get a few clients from my efforts.

For 25 weeks I consistently emailed my subscribers. I was proud of accomplishing that task each week, even though it took me between 45 minutes to 2 hours to write one email (even with a great reusable outline and knowing ‘my people’ enjoyed it).

Over time, I started to feel resentful because of that rigid weekly structure and the time involved. I also wasn’t experiencing much benefit in terms of booking discovery calls or gaining clients. It felt like an obligation and I was investing a lot of my unpaid time to send thoughtful newsletters.

While there are different factors involved, I think this is more about recognizing when something doesn’t feel right. It is easy to think, “If I just keep giving value and stay consistent, eventually this will help grow my business.” We see others have success with these strategies. So then we fall into that pattern too.

I learned an important lesson and one that stays with me:

When I work against myself; whatever I’m doing will not be fulfilling or sustainable.

From working with deeply caring creatives, I have noticed that burnout happens when we feel we have to do certain things to grow our businesses. We end up doing what we think everyone expects versus what is actually supportive of our creativity.

~

If you’ve been feeling friction with type of email marketing, here are some alternative options:

• Let your email subscribers know that you will email them when you have something meaningful to share. How often this happens may vary month to month, but you will be mindful of when you contact them. You can determine the frequency that is best for your energy and creativity.

• Focus on inviting people to join your email list in spaces where they are already interested. This way you don’t feel that need to convert or keep them “warm.” For example, Danielle Gardner only allows people that have purchased from her to join her email list. Belinda Marie promotes her business through writing blogs that are shared on Pinterest and creating intentional SEO searchable content. Both of these lovely humans are inspiring me.

• Instead of creating a lead magnet, you could simply create a free resource that is available to everyone. They can download or access right from the link you provide. You can include an invitation for people to join your email list within the free resource. Your blog can also be a natural invitation for people to connect further with you. Trust that people are naturally curious and like to connect — the people that feel called to join your list will do so.

• If you have less than 1,000 subscribers, I highly recommend using a free email service such as MailerLite.* I was using Flodesk at the time and while I love it, spending $19 per month added to my frustration. (Side note: As of May 2024, I’m experimenting with Substack to see how it feels).

• Check out The Ethical Move for further information on ethical marketing and resources for growing your business without manipulation.

~

For this moment, listen to your thoughts and your body. There’s a reason why you may feel the way you do with these traditional business practices. Sit with this tension for a bit and give yourself space to think through it. Then when you are ready, decide the next steps that are right for you.

What does fulfilling business growth look like to you?

Trust yourself, you know yourself.

🌱 Angela

*MailerLite affiliate link, this will provide you with 30 days of premium features.

Hello and welcome. I’m Angela.

I support sensitive women solopreneurs as a thought partner, drawing on 10 years of experience as a public educator. I believe a sustainable business thrives when aligned with your natural rhythms and energy, allowing for a fulfilling life and time to create. My writings blend practical strategies with empathetic support. If you seek a business that honors your sensitivity, values, and quality of life, you’re in the right place. I am glad you are here.