This is the brand new customary in terms of publication content material

Consider the madness of this statement: “Recently it has become clear that quality nutrition and regular exercise are vital to health. So I’ve decided to eat a quality meal once a week and ride my exercise bike every Saturday morning.” Everyone understands that engaging in these activities once a week isn’t enough to be healthy…that we eat healthy and exercise every day.

Likewise, I would suggest that the industry standard for email newsletters is wrong. It used to be that “build an email list and send it out weekly, share your favorite articles and use alliteration in the title of your newsletter” as a strategy, but not anymore. While weekly articles might be better than not writing at all, it’s no longer the way to a healthy list, and many entrepreneurs lose their audience’s attention by following it.

Serious business owners email daily, not weekly. Still, myriad numbers cling to a weekly structure, and there are several reasons why they might justify it:

• “Everyone else does it weekly.”

• “I don’t want to upset my audience.”

• “I can’t think of enough ideas.”

• “I do not have enough time.”

Each of these justifications rests on a mindset limitation that can be easily overcome, allowing you to improve your relationship with your list and get more sales. Let’s look at each in detail, and then examine what happens when you decide to email daily.

Related: Here’s how to use marketing to outperform your competition every time

“Everyone else does this weekly”

Just because it’s popular on Twitter doesn’t mean it’s the optimal approach. In fact, the belief that everyone emails weekly is the best reason to email daily. You get seven times more exposure to an audience than your competition, and when your prospect is ready to make an investment, you’ll be at the top of their inbox with a solution.

If you do what everyone else is doing, you get what everyone else is getting. If you want to do better, you have to get better.

“I don’t want to upset my audience”

In relation to this concern, there is no real difference between the weekly and daily mailings. If you think your audience would resent valuable content that would help them solve their problems, then you shouldn’t write to them at all. If you’re creating useful content that an audience loves, why not share more of it? Is it because the audience is busy and you respect their time? You may be very busy… reading your competitor’s content.

If I could give you a $100 bill at a frequency of your choosing, would you prefer it if I did it once a month, once a week, or once a day? The answer is obvious. If you think your audience doesn’t want to receive email, you either need to change the way you think or improve the quality of your work.

“I can’t think of enough ideas”

If you can have one idea a week, you can have seven. The ideas are there, you just miss them. There is a famous line from the English playwright W. Somerset Maugham who was once asked if he was writing on a set schedule or waiting for inspiration. He replied: “I only write when I’m inspired. Luckily, inspiration strikes at nine o’clock every morning.”

Momentum creates momentum. The more you write, the more you’ll find that you have more to write than you have hours to write. To start, spend more time thinking about your life, current events, or the experiences of your prospects and customers, and add to your list of ideas wherever and whenever they come to mind. (If you wait until you sit down to write them, you won’t be able to think of any.)

Related: 6 different types of creative content that writers should know about

“I do not have enough time”

One of my running coaches used to tell us, “If you want more rest, run your intervals faster.” This advice was offered 75% of the way through a grueling workout, a time when we were gasping and despairing at each interval longing for a few more seconds of quiet. Now I can pass this advice on to you: If you don’t have enough time, write faster.

It’s about trust

The success of your newsletter is based on the level of trust you inspire in an audience, and sending it out daily instead of weekly will get you there faster. Daily writing shows consistency. Your potential customers expect an insightful message from you every day. They will get used to your rhythms, your point of view and your solutions to their problems. Consistently and reliably sharing valuable insights with prospects builds a relationship and positions you as a trusted ally in fighting their problems, and trust creates revenue.

These people compare a set of words on your site to words on a competitor’s site. What words do you believe? If your prospect trusts you, he or she will choose your recommendation, even if it’s more difficult and expensive than the alternative. It’s about trust, and the more you write, the more you build.

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