🌶️ A Spicy (NEW) Deal ​ A couple months ago, my ops manager Lindsey and I sat on Zoom for HOURSSS for one reason: ​ I wanted to do something *BRAND NEW* for you this Black Friday. Here’s a sneak peek: And what we came up with…It’s got us more pumped than a sugar fiend in an aisle of half-off Halloween candy. It’s a greeeaaat deal. ​ And it’s not what you think. ​ Oh, BTW...if you’ve been wanting to buy something from me but haven’t had a chance to yet, speak up! Hit “reply” with anything you’d like to see in my BF sale. I’m still finalizing details and want your voice to be heard. ​ (I may not be able to respond to everyone, but I’ll definitely read your reply).

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But do they trust you?

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On more mornings than I can count, I’d wake up to the sound of my dad, Norm, telling someone on the phone,

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“If it’s so important, put it in the mail!”

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He didn’t trust anyone who called asking for anything — whether they called to confirm his appointment time or to remind him to pay a (definitely) past-due bill.

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“If it’s real,” he’d say, “they’ll send me something.”

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Since he passed away 3 years ago, I’ve carried his Philly-skepticism on as a joke with my husband, Ryan.

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Every time I get a call offering me a free cruise in exchange for my SS# and my mother’s maiden name,

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I smile as I say, “put it in the mail!” as a nod to Norm.

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It’s not just phone callers who have to deal with earning your trust —

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Email marketers like you and I have to work extra hard to gain the trust of our subscribers.

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Your future buyers should be on your email list.

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Once they’re on, they’re judging whether they trust you.

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With so many options available online these days, and an increase in consumer skepticism of the online industry (valid!), they’re side eyeing you to see if you’re the real deal.

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Especially if you’ve got a Norm on your list.

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✈️ So as I type away on this late-night flight on my way home from giving my last keynote speech of 2025 in Austin, TX —

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​Let’s chat about how to grow your email list (& build trust with your subscribers, so they’re ready to buy!). Here’s how:

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1️⃣ Name your newsletter

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One of the reasons I named mine “Sam’s Sidebar” (besides the cute legal play of when lawyers & judges get to talk in private, and I want to bring that same secret, behind-the-scenes feel here) was so that I could have a tangible thing to talk about.

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Instead of saying, “GET MY EMAILS!” try naming your newsletter and…

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2️⃣ Add a tagline to it, so people know who it’s for and what they get from it.

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Ex.: Sam’s Sidebar is a must-read weekly newsletter that translates 7-figure strategies into simple next steps for people who care as much about being present as profitable.

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• “Sam’s Sidebar” —> name
• “Must-read weekly newsletter” sets the expectation/tempo
• “Translates 7-figure…” = value and benefit they get
• “People who care…” = who it’s for & whether you belong here

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3️⃣ If you can add a little exclusivity like, “my newsletter is the only place to get __ in my community!” that’s awesome.

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Remember: it’s about the exclusive value/benefit they get, not what content they get.

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4️⃣ Sprinkle in some social proof by saying things like, “trusted by 55k online business owners already” like I do. Or drop a screenshot of a DM or email you got saying, “your emails are amazing!”

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Don’t have that kind of feedback yet?

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Include a prompt to your email list this week saying, “Hit “reply” and tell me 1 thing you love about my newsletter. Why should someone else sign up for it?”
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5️⃣ Now that you’ve gotten people on it, you need to deliver. Show up when you say you will (each Tuesday? Once per month?) and deliver value.

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And before you ask —

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Selling to them doesn’t break their trust — not showing up like you said you would and delivering crappy emails, does.

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If you want to know how I was able to add nearly 5,000 (!!) people to my email list this month,

Part 2 of my 4-part podcast series “How to Grow an Email List” dropped on my podcast today!

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(Need Part 1 first? 🎧 Listen here.)

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Before you’re like, “Sam, I can’t create another PDF guide… just looking at Canva makes me wanna 🤢…”

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This one’s all about my easy email list strategy™️ — it grows my list like crazy, all without freebies or complicated welcome sequences.

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Can you rate my show on Apple Podcasts or Spotify real quick? It would mean the world to me.

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It just takes a sec ^

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I’m growing my podcast to Mel Robbins-level heights. I’ve got a long way to go, but I’ll make it happen. I can’t do it without you.
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If you want, I can send you my request in the mail ;)

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^ (Don't worry if you don't have a course topic yet! Louise teaches you how to pick one!)

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