A month ago I stopped emailing you.

Not on purpose. There was no clever pause, no strategy. I just told myself I'd get to it once I figured out the perfect next thing to send. And every day I didn't send anything, the bar for what I'd have to send got a little higher, until doing nothing felt safer than doing something imperfect.

Yesterday it hit me what I'd actually been doing for a month: preparing. Which is a very flattering word for repeatedly opening a draft, staring at it, and then finding something else that suddenly needed my immediate attention. The honest word is stalling. Fear, all dressed up and pretending to be preparation.

I'm telling you this because I'd bet money you're running the same play right now, just with higher stakes than a newsletter.

You've watched the videos. You've taken the courses. You know more about marketing than most working marketers do. And you still haven't sent the message, or made the call, or picked the niche, because some part of you keeps saying "let me think about it."

Here's what I've learned about that sentence, from both sides of it: "let me think about it" almost never means thinking is about to happen. It means nothing is about to happen, indefinitely, while feeling vaguely productive the whole time.

And the reason isn't laziness, and it isn't a knowledge gap. It's that you have too many open decisions. Which niche. Which service. What to charge. What to say if they ask a question you can't answer. Every open decision is another excuse to keep preparing, and preparing feels enough like working that you can spend an entire month doing it and still feel weirdly entitled to a weekend. I just did.

So let me close some decisions for you, the same way I finally closed mine (by picking something good enough and starting).

Sell one boring service: review management. Local businesses live and die by their Google reviews and almost none of them have a system for getting more. Charge $297 a month. Sell it to businesses you already know exist: the plumber, the dentist, the detailer down the street. And here's the part that matters more than the revenue math: once it's set up, delivery is minutes a month, not hours a week. You will not get a question you can't answer, because the whole service is "your happy customers get asked for a review automatically."

That's the niche, the service, the price, and the pitch. Nothing left to think about. The only remaining step is the one that ends the preparing.

This is the system I use to run it, and the trial is free:

​Start your free trial here​

Whether it's your first client or your next one, it works the same way.

Good to be back in your inbox.

Adam