Hey, it’s Payton.

I‘m getting back into the flow of things since returning from my mission in Liberia, so please continue to bear with my inconsistent sending.

There are also big changes coming in my future, which I’m excited to tell you more about in the coming weeks.

For today, I’m ready to dive into something I’ve been chewing on for a few weeks.

In today’s issue:

• Don’t give value on social media

• Newsletters avoiding this are DEAD

• A Very Good Email Playbook

• And more…

First time reading? Sign up here. If this email is clipped by Gmail click “Read Online”.

VERY GOOD MARKETING

Last week, I was talking with an agency owner who’s built a solid business. Clients were steady. Systems were mostly in place. But the conversation took a familiar turn.

“I know I need to be marketing more, but honestly I don’t even know what to post on social media anymore.”

He’s not alone.

Christian creators, writers, and business-minded leaders keep running into the same brick wall, trying to grow their work online and feeling like they’re shouting into a void.

The hard part is that they’re usually trying everything.

• They test paid ads and light their money on fire.

• They hear email is king, but they’ve got no system for what to write.

• They push long-form thoughts on LinkedIn or Threads, but their profile’s a mess and nothing sticks.

• Don’t even get them started on podcasting or videos.

It’s too much, too fast, and it all feels like a second job on top of the one they’re already doing (i.e., putting out fires, running payroll, staying up late to meet deadlines, and praying that something starts to click soon).

So, what if I told you that all that chaos is actually good news?

Because if you can avoid one simple mistake, you’ll already be miles ahead of most people trying to grow something meaningful online.

Here it is:

Stop posting “valuable content” on social media.

I know. I know. It sounds like the opposite of what most online marketers say. But that’s only because most people are solving the wrong problem.

They think their content is supposed to teach people something. They think value means education. Information. Thought leadership.

But social media doesn’t reward education. It rewards emotion.

Think about the last time you logged on to scroll. Were you hoping to take notes…or hoping to feel something?

We don’t go to social platforms to learn.

We go there when we’re lonely, bored, overwhelmed, or distracted. We open the app for a little relief, a little connection, a little spark.

That’s what you’re up against: Not bad creators, but better dopamine.

You’re competing against cat videos, shocking headlines, NBA highlight reels, and your cousin’s toddler doing something hilariously off-script at a wedding.

So what gets attention in a scroll?

Emotion.

You have to,

• Make someone nod their head

• Make someone spit disgust

• Make someone mad

• Make someone cry

• Make some laugh

That’s the beginning of trust.

And trust (not content) is what moves people.

Once that trust is built, that’s when they’ll click. That’s when they’ll subscribe. That’s when they’ll give you the one resource you can actually build on: their attention.

And where do people go when they’re ready to actually pay attention?

Email.

That’s the quiet place. The deliberate choice. The “I want more from this person” signal.

So if you’ve been grinding away, posting long, thoughtful content that no one reads, pause and ask if you’ve reversed the flow.

• Use social to spark emotion.

• Use email to deliver value.

Don’t switch the two.

This one shift might save you months of wasted content, and help you build a real audience who’s not just watching, but waiting to hear from you.

MY BEST FINDS

Here are Payton’s Picks for the week. If you find something worth sharing with the rest of the Lab, reply to this email!

🧙‍♂️ Story

• 9 side character mistakes new fantasy writers make (YouTube)

• The best book on turning a phrase and making your stories irresistible (Book)

📧 Email

• Clickbait: Newsletters are DEAD (YouTube)

• How to get email subscribers from social media (YouTube)

✝️ Faith

• “Honey, I’m home” energy is a real thing and can multiply faith in others around you.

👀 ICYMI

• How I avoid the writer’s slump after coming off vacation.

• The only sports team I follow (Oklahoma City Thunder) are now NBA Champions

Before you go, here are 3 ways I can help:

1. Very Good Email Playbook: If you’re tired of writing “meh” emails that get ignored, I’ll show you how to write ones people actually want to read. It’s free, and it’s packed with everything I’ve learned the hard way.

2. VeryGoodGhost Agency: I handle every aspect of content creation, from research and writing to editing and optimization, so you get scary good results.

3. Reply to Book a Free Call: Want to chat about your story, email strategy, or how to do this whole thing without losing your soul? Reply to this email, tell me what you’re working on, and I’ll send over a calendar link.

Keep writing what matters,

— Payton