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Every issue of this newsletter gives you the exact systems, strategies, and principles I’ve used to generate 8 figures (almost entirely) with email marketing. So you can build your own systems that will carry you through the next algorithm change or recession. This is what actually works.

I don't believe in soulmates.

I know that's an unromantic position to hold. Stay with me for a minute though, because what I'm about to say also explains why most people fail at building an audience online.

Here's what I actually believe. There's no such thing as a soulmate. What exists is compatibility. Shared values. Similar habits. A worldview that lines up closely enough that two people can live in the same house without one of them slowly losing their mind.

I notice this everywhere I go.

I was born in Ukraine, raised in Israel, and I've watched immigrant communities up close in three different countries since. Almost everywhere I look, the same pattern shows up. Ukrainians end up with Ukrainians. Israelis end up with Israelis. And the kids who grew up in immigrant families end up with other kids who grew up in immigrant families. Same childhoods. Same kitchen smells. Same kinds of arguments at the dinner table when they were ten.

That's not a coincidence. That's compatibility doing what compatibility does.

The soulmate framing makes it sound mystical. Two souls floating through the universe, finally finding each other across thousands of miles. The reality is less romantic and much more useful. You tend to bond with people whose programming roughly matches yours.

And here's where it gets interesting for anyone building a business online.

The older you get, the harder this whole thing becomes. I've watched a lot of people get divorced at 40 or 50 and then spend the next decade alone, complaining that they can't find anyone. And when you actually listen to them describe what they're looking for, you start to notice the problem. By that age, their habits are locked in. Their opinions have calcified. Their daily routine is sacred. Their worldview is non-negotiable.

What they actually want is an audience.

Before we go any further…

81% of Americans want to write a book, but only 1% ever actually do.

The reason is simple. They get stuck trying to figure out the title, the cover, the content, and wonder if anyone will even read it once it's done.

Most people think they need to be a celebrity with an incredible story, have natural writing talent, or spend decades grinding on social media before anyone will care about their wisdom.

None of that is true.

My buddy Rob Kosberg has helped over 1,500 people publish bestselling books using a proven system that extracts the book already inside you without requiring any writing talent at all.

His clients include professional athletes, US Ambassadors, Fortune 500 CEOs, and even a Shark from Shark Tank. He's a Wall Street Journal and USA Today bestselling author himself.

Publishing a bestselling book instantly bypasses the grind and grants you immediate authority, media attention, and the platform to impact thousands of people while getting paid for your wisdom - 

And now Rob has taken his proven blueprint even further - by showing you how to use AI to write your book faster and easier than you ever thought possible.

This Thursday, May 21st, Rob is hosting a free Write Your Book With AI workshop…

Where he'll show you the exact system for writing and publishing your book quickly, how to mathematically engineer a bestseller launch that forces the algorithm to work for you, and how to land TV, radio, podcasts, and media appearances regularly.

Registration is limited but the recording will be available if you can't make it live.

Now, as I was saying…

Someone who will sit quietly while they explain how the world works. Someone who will adjust to their schedule, their preferences, their moods. Someone who will fit perfectly into the life they've already built, without asking for any adjustment in return.

An entire industry has formed around serving those people. Guys in their 50s flying to Thailand. Mail order brides. Whole websites built on the idea that you can pay a fee and import a partner who has been trained, by the culture she comes from, to adjust to her man rather than the other way around.

The motivation is always the same. They don't want to change. They want to find someone who won't ask them to.

I'm not here to judge any of that. People make the trades they make. I want to point out what's actually happening, because the same pattern shows up everywhere in business.

Most people building an audience online are running the exact same play.

They want a soulmate audience. Customers who magically appear, want what they're already selling, agree with everything they believe, never push back, and hand over their credit cards on the first email.

So they tweak the surface endlessly. New funnels, new offers, new hooks, new positioning. They keep adjusting the outside while refusing to touch the inside. And it never quite works.

Then, because the audience isn't materializing, they do the marketing version of flying to Thailand. They buy lists. They run cold outreach. They pay agencies to pump unqualified traffic to offers that aren't really speaking to anyone in particular. There's no relationship being built. They're just paying to import strangers into a funnel and hoping enough of them stick around long enough to buy something.

Call it what it actually is. A mail order business with extra steps, dressed up to look like list building.

The list that actually grows is the one where the writer stops trying to attract everyone and starts being unapologetically specific about who they are.

If you grew up scrappy, write like someone who grew up scrappy. If you have strong opinions about the work-life balance crowd, say so. If you think most online business advice is repackaged garbage, write that down and send it out on a Tuesday morning.

Some people will unsubscribe. The right people will move closer.

That's the same dynamic that makes two immigrants from the same country end up married. Shared programming. Compatible operating systems. A worldview that lines up closely enough that the conversation flows naturally, without anyone having to translate.

A small list of people who share your values is worth a thousand times more than a big list of strangers who happened to click an ad.

The first list buys from you for a decade. They reply to your emails. They forward your stuff to their friends. They forgive your bad days because they trust the underlying person doing the writing.

The second list churns out the back end as fast as you can pour them in the front. They don't know you. They didn't sign up because of who you are. They signed up because a headline caught them for ninety seconds, and the moment the next shiny object appears, they're gone.

When people ask me what the secret is to building an audience that actually converts, I tell them something most of them don't want to hear.

Stop trying to find your soulmate audience. Start writing in a way that filters for compatibility.

The people who match will stay. The people who don't were never going to buy from you anyway, no matter how many times you rewrote the headline. And the list you're left with at the end of that process is the one that funds the life you actually want to live.

P.S. Want to know why I care so much about pitching? I broke it down on this podcast episode. Listen, and you'll see why it should matter to you, too.