Summary

The article suggests that frequent and consistent communication through emails, even if they are not perfect, is more effective for building trust and sales than sporadic, meticulously crafted emails.

Abstract

The author draws a parallel between the release frequency of Dave Chappelle's comedy specials and the effectiveness of email marketing. While Chappelle's infrequent but high-quality specials are successful in comedy, the author argues that in email marketing, consistency trumps perfection. The article emphasizes that aiming for the perfect email can lead to inaction, whereas sending solid, regular emails creates a cumulative trust effect with the audience. Citing radio marketer Fred Catona, the author reinforces the idea that frequent exposure to a message increases trust in the brand, suggesting that regular emails, even if not perfect, are more beneficial in the long run for building a relationship with the audience.

Opinions

Joe Rogan's opinion is cited, criticizing comedians who release a special annually without fully developing their material, implying that less frequent but superior quality work is preferable in comedy.
The author's opinion is that in email marketing, the opposite approach is more effective; frequent, good-quality emails are better than waiting for perfection.
Fred Catona's opinion is that repetition of a message increases trust, supporting the author's view on the importance of frequent email communication.
The author believes that the cumulative effect of regular emails leads to a perception of the messages as more trustworthy, akin to how repeated exposure to a movie can make it seem better over time.
The author encourages readers to use an AI service, ZAI.chat, as

The more you read this email, the more you trust me

Over the weekend, I watched the new Dave Chappelle Special, The Dreamer.

And as expected, it was f-ing funny.

(In the "Dave Chappelle" way)

Before The Dreamer, Dave dropped a special in 2021.

Another one in 2019… then four specials in 2017.

And they're all considered "good shit" in comedy circles and by critics.

If you're wondering, yes, I looked it up. And that's 'cause I recently listened to an episode of Joe Rogan's podcast where Joe was talking about Dave Chappelle's prolificacy.

Then he said this about other comedians:

"Some guys are doing like a special a year, but too much of it was like half-cooked. Like if you just wait 6 more months, this thing would be like an all-time special, but instead, you're banging them out one a year."

The logic checks out.

Why release a special when you can take more time to work on the material and make it a killer.

I mean, dropping a 10/10 special every three years sure beats a yearly 5/10.

That's how it works if you're trying to get more laughs.

But what if you're trying to get more sales.

…Specifically, through email.

Does this idea still apply?

I'd say no.

Tinkering with an email till it's perfect and has the best sales argument may sound right.

After all, sending a 10/10 email to your list is better than a 7/10 email.

But the thing is…

Aiming for a perfect email often leads to not sending any at all.

So, Instead of tinkering with an email till it's perfect…

Just send it*.

(*Sounds like the right tagline if Nike and UPS ever do a merger)

It's better to send solid emails daily than to send perfect emails occasionally.

Why?

Well, I was listening to a Bill Ringle interview when legendary radio marketer Fred Catona said:

"The more times you hear a person, the more trust you have in his message."

And he's right.

This works 'cause of the cumulative effect of the exposure to that message.

(Just like frequently watching Hangover 2 makes you think it's a dope movie. No, it's just meh.)

So frequently sending "solid emails" means people are exposed to your message and brand more.

And that's beneficial in the long run.

So don't wait for perfect emails…

Just send it.