For seven years, he focused on building up his blog with engaging content, and while he collected email addresses, he never sent an email to a single person in his database.
“I’ve never consciously thought of a personal brand. I’ve thought about pursuing things that excite me and conveying that in a very honest way to my readers,” he said.
However, one day he realized that he had collected around 300,000 email addresses. After an expletive-peppered moment of panic, he realized a strong email program could be built by utilizing lessons he had already learned from running his blog.
“I realized that the reason to email people for me was not to build my lists or to put them into a sales funnel or anything like that,” he said.