The Email
Newsletter

People do not leave you because they got angry. They leave because they forgot. A client books a wonderful trip, loves you, fully intends to use you again, and then eighteen quiet months go by and a coworker mentions an advisor, and they book with that person, not because they liked them more, but because that person was simply in front of them at the right moment. That is the leak: not a complaint, just a fade. A newsletter plugs it, gently and at scale. It keeps you in front of everyone at once, so when the someday trip finally becomes a real one, your name is the one already in their head.

The reason most advisor newsletters die after issue two is that they were too ambitious. A glossy magazine you dread building is a newsletter you stop sending. So keep it dead simple and the same every time: a warm personal note from you, one genuinely useful idea or destination, and one gentle invitation to reach out. That is it. A format you can fill in your sleep is a format you will still be sending a year from now. Boring and consistent beats brilliant and abandoned, every single time.

Once a month is plenty. Once a quarter still works. What matters is not frequency, it is that you actually keep it, because a newsletter that shows up reliably builds trust, and one that vanishes for a year and reappears feels like a stranger. Pick a cadence you can sustain on your worst, busiest month, then protect it. And here is where it stops being a burden: your Second Mate can turn a few bullet points into a finished, warm newsletter in minutes. You bring the idea and the personal note, it does the heavy lifting of the writing. That is how the dread disappears and the rhythm survives.