How do I know this guy?

I was just in the kitchen with my wife, sorting the mail over the trash, when my phone rang.

Local area code. Didn't recognize the number.

"I probably shouldn't do this," I said nervously to my wife as I answered the phone.

The guy says, “Hey, it’s Zach. Remember me?”

It took me a second to remember...

We met over 20 years ago, about a month after I got to Colorado Springs.

Hadn't talked to him since.

It was cool to reconnect at first.

But then the tone of the call shifted.

Zach is now working at an investment fund and was going through old contacts in his phone, looking for investors.

"Shaking the trees," so to speak.

Ah.

The moment when "Just thinking about you" turns into a sales pitch.

I'm not mad about it.

But it got me thinking...

This is exactly the opposite of how I think about email marketing.

When you email your list, they should know you.

They should trust you.

They should feel like you're showing up for them (and not just when you need something).

This only happens if you play the long game.

You don't build trust by disappearing for years (or decades) and popping back in with a pitch.

You build trust by being a consistent, helpful human over a long time.

Start today.

Even if it feels small.

Even if you feel like you're not ready.

Because someday in the future, you want your people to say, "I've always liked hearing from them. Of course I'll check this out."

Plant the seeds today.

Your future self will thank you for it.

Talk soon,

~ Cody "Stranger Danger" Burch

P.S. Whenever you're ready, here's how I can help you build an email-based laidback business:

The Laidback Business Bulletin