Can you build a list even if you have NOTHING to say?

Philip Morgan

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In my coaching and consulting work, I’ve encountered several situations where my client sees the benefit of building a list but feels quite nervous about putting themselves out there by writing content for a list.

I have an idea that I think will help. But first… the problem.

The Problem

Think about it–it’s actually quite personal to create a bunch of content for a list. You’re putting your expertise and your opinions out there for the world to criticize!

I’ve been doing this for a while now and I’ll level with you–people will criticize you.

  • They’ll unsubscribe, which feels like rejection.
  • They’ll react in harsh, negative ways to a sales message, which makes you feel like the jerk for trying to offer more value to your list.
  • And they’ll ignore you, which feels… well, like being ignored!

All these are reasons you might use to talk yourself out of starting an email list.

You Can’t Afford to Let the Problem Stop You

Every successful consultant I’ve talked to says the same thing:

I wish I had started building my list sooner.

The reasons why a list is so important are simple:

  • A list helps you build trust with potential clients
  • A list helps you scale your trust building
  • A list can position you as an expert in your niche

So… what do you do if you want the benefits of having a list but don’t feel confident about writing your own content for a list?

A Solution

Here’s a very simple idea that is picking up momentum as we speak. I’ll explain the idea in a moment, but first I want you to know why it’s going to be a hit.

As you probably already know, content is king on the internet. Both for work and for pleasure, people head online when they want to find useful, interesting, and funny content.

The overwhelming volume of content online and the increasing skill with which marketers promote that content creates a new problem. Information overload.

I don’t need to explain information overload to you because, unless you live in isolation, you already understand it. You live with it every day.

A very relevant solution to information overload is content curation. Curators are those who have the willingness and ability to look at a lot of content, filter out the junk (most of it), and present the world with the best of what remains.

Curators–if they’re good at what they do–solve the information overload problem. Curators do something else too…

They build an audience that trusts them. I hope by this point you’re seeing how content curation is a potential solution to the “I want a list but don’t want to write” problem.

Imagine that you run a development shop that has just decided to position the business as specialists in educational tech software. You’re excited about this new focus on a growing, lucrative ecosystem of clients. But, because this focus is new and you don’t have a long list of case studies to draw from, you feel nervous about writing original content and trying to build a list.

Here’s the question to ask yourself: if you ran the best niche newsletter on ed tech, what would that do for your business pipeline?

If you play your cards right, it would do a lot of good things for your pipeline.

What would publishing a very good ed tech newsletter do for the trust that list members feel towards your business?

If you consistently curate great, useful content, it would increase the trust of your audience.


Why will this be good for your pipeline?

It won’t change things overnight. It won’t flood your inbox with leads.

But… it will:

  • Position you as a leader in your niche
  • Position you as someone with strong subject matter expertise
  • (If you read a lot anyway...) Leverage time you’re spending anyway in a way that helps your marketing

If this idea sounds interesting to you, I’ve put together some resources to help you learn more and get started quickly.

Useful Information

Useful Tools