Hey, it’s Payton!

Some people say, “Don’t waste time, get right to the content.”

But I’ve learned not to listen to most people.

My 4-year-old is in a praying phase right now.
(Which sounds weird to call “cool”… but honestly? That’s exactly what it is.)

One of the most meaningful moments this weekend came while he was hanging over a toilet, throwing up his dinner.

Sorry for the imagery.

But in the middle of belly aches, sleepy eyes (it was 2 a.m.), and real discomfort…he looked up at me and said, “Daddy, can you pray for me?”

And I did. Happily.

Never forget why you do what you do.

The most meaningful moments usually come when you least expect them.

Alright, on to today’s issue:

• The new trust metric for content creators to monitor

• Can I give you a LinkedIn shoutout?

• The strategist behind Alex Hormozi and GaryVee

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VERY GOOD EMAIL

A few weeks ago, I scribbled six words on a yellow sticky note and slapped it on my laptop.

Not exactly profound. Definitely not theological.

But it’s been useful.

Because now, every time I sit down to write an email—for myself or a client—I see it.

And I’m forced to ask:

Is this just going to be read...

or is it going to be used?

That’s the shift.

Because there’s a difference between content that’s consumed and content that becomes a tool in someone’s life.

And here’s what I’m learning:

If your content doesn’t help someone do something,

…it won’t help them become someone.

Not in a lasting way.

We don’t need more “wise” Christian creators posting hollow inspiration in a clever font.

We need content that actually reshapes how people lead.
Write.
Decide.
Parent.
Pray.

Content that makes someone pause mid-scroll and say, “Oh, I needed that.”

Daily-use content is the new trust metric.

So if you’re using email to grow your business, build your audience, or multiply your ministry, ask yourself:

Do people just read my content, or do they rely on it?

That’s the difference between applause and traction.

And here’s the good news:

You don’t need a bigger list to be effective.

You need deeper trust with the people already on it.

Trust is built through utility.

Through reliability.

Through content that moves people forward, day by day, decision by decision.

So here’s your challenge:

Write one thing this week someone can use.

Not admire.

Not clap for.

But use.

Could be:

• A 60-second prayer for anxious mornings

• A framework for making tough leadership calls

• A question that opens up a stuck conversation

• A story that reminds someone of who they are in Christ

Grab a sticky note.

Write your version of: Create something people use every day.

Tape it to your desk. Then build like it matters.

REPLY with a photo of your sticky note and I'll give it a LinkedIn shoutout.

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

• What’s the difference between a story, fable, anecdote, brand story, etc….here’s a fun look.

• Worthy of all 1 million views, Writing Advice from Matt Stone & Trey Parker @ NYU (YouTube)

📧 Email

• This is the strategist behind Alex Hormozi and GaryVee, and he blew my mind about how people should “create a brand” in 2025. Excuse the language (Creator Science Podcast)

• Is this really the best FREE email marketing tool? (Steve Builds Websites)

✝️ Faith

• These 5 disruptive church trends will rule in 2025 & directly correlate with the stories we tell.

• This book is actively changing the habits in my household. Has anyone else found this book yet?

👀 ICYMI

• How to use AI in your writing that is ethical and readable.

🔦 Spotlight

• A few of my friends on Kickstarter are creating a Cyberpunk Anthology that is worth checking out.

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