Three months ago, as I strolled along Leeds canal in the blistering UK heat (23 degrees), I listened to Tim Ferris interview Seth Godin.

Ferris asked Godin how he’s kept so consistent with his popular daily blog, of which he’s posted 8,109 times.

Godin replied with a point I loved:

”It’s not your job to say new things. It’s your job to say things that confirm your audience’s beliefs.”

Most writers, myself included, think the secret to success is coming up with novel and unique ideas.

But Godin’s a master marketer, and he shattered that belief—explaining that people don’t want new.

They want familiar.

The key to a great bond is to apply your own spin on ideas that already intrigue your audience.

My mistake as an early writer was trying to be original with every email.

New frameworks. New terms. New concepts.

But it was overwhelming. It made it much harder to stay consistent because I struggled to come up with ideas.

And if I’m honest, most of them sucked. This meant instead of building a stronger connection (the point of your newsletter), I was shooting in the dark and hoping to hit the mark.

…Not a smart writing strategy.

So I shifted my approach—focusing on universal big ideas that fascinated me.

Not only was the writing easier (because curiosity is a great signal to follow), but the reader response was much better. Your audience bonds with you over shared beliefs, interests, values, and worldviews.

The stuff that makes you tick, makes them tick.

Trust me my friend:

Don’t make writing harder than it needs to be.

Your job is not about generating ideas so much as connecting them. That’s what creates insights—the ‘aha moment’. If you can spark a lightbulb in your readers’ minds, they’ll look forward to seeing you in their inbox every day of the week.

This is why ‘Connect to Create’ is Rule 7 of 10 in my upcoming course Magnetic Emails.

I wish I heard this tip years ago. It removes the pressure from ideation so you can keep consistent and focus on what’s most important—giving emails your unique spin.

If you’re writing emails or want to start, I’ve created a six-step process to help you succeed.

The course launches in 9 days and there are several awesome bonuses available for founding owners.

To make sure you don’t miss out, you can join 2200 the waitlist by clicking here (if you haven’t joined already!).

And remember:

Don’t try to reinvent the wheel. Spin it in your way.

Hope this helps,

Kieran