Why I Murdered My Newsletter.

Quickly, smoothly, with no regrets.

Brit McGinnis
Jan 28 · 2 min read
Image source: Pinterest.

It took no time at all.

I had the motive, means, and opportunity.

On January 21st, I killed The Copy Crypt.

I killed my newsletter, something you’re apparently “never” supposed to do when you have a content business.

Maybe I should feel upset. But I’m not.

Newsletters work for most people. They gather leads, they deliver information, and they prove that the person writing it is a wonderful expert and worthy of pay. Valid.

Except not for me.

I loved writing The Copy Crypt. I loved writing a newsletter that delivered marketing news with some actual sense attached. No pretension. No gargling on the imaginary magnificence of Facebook. I loved providing those roundups. I made the entire back catalog public for a reason.

But it wasn’t working.

My audience was loyal.

My open rates were regularly above 30%.

I even sold a few dedicated issues for products I really cared about and that I thought my audience would dig.

But it wasn’t working. And if something isn’t working, you stop doing it.

It’s really hard to come to that decision.

The Crypt filled a hole in my heart and a gap in the industry I still have seen no one else fill. I’m proud of the fact I provided people with information they weren’t getting anywhere else. I was voicing my true opinions about the industry. I was indulging in my horror aesthetic in a way that felt safe.

But the newsletter took hours each week to complete. Hours I could have been spending on work that paid me immediately and regularly.

Is that lazy and un-entrepreneur-like? Yes. Do I feel bad about getting that time back? Hell no.

There’s also the constant moral dilemma that goes along with covering social media, an industry run by clinical narcissists that may be psychologically enslaving us with our own dopamine. I have to come to my peace with working in that industry. I’m still figuring out how I feel about it.

There is no universal standard for getting leads as a business. There are certain things that work more often than not, and you should try them. But nothing is gospel and quitting while you’re ahead is noble.

Here’s a list of all the things that gave me more leads than my newsletter:

  • Dropping GIFS in Facebook posts.
  • Giving tarot readings.
  • Warning someone about broken social media buttons.
  • Telling someone how to spell “indica” correctly.
  • Responding to Craigslist ads.
  • Travelling to Alaska.
  • Using a hidden recorder to prove that someone had tried to give me a cannabis-infused cupcake for free (SUPER illegal).

Do what works.

Anything else shouldn’t eat your time.

Brit McGinnis

Written by

Copywriter and CEO of Black Bow Communications. Author of several books. Host of the You’re Not Helping podcast. Tips and leads: @BritMcGinnis

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