… am writing a newsletter.

After 18 years, it’s still my go-to marketing tool.

But writing it is at least as valuable as sending it.

Writing (especially short-format writing) forces you to organize your thoughts and clarify your point of view.

The thinking involved in writing a newsletter becomes the ideas I share with prospects in talking about my work and the insights I share with clients in doing the work.

So sure, I’ll push the “send” button tomorrow. But I’ve already received half the benefit.