mastery takes time – but time is precious for business owners

Yesterday, I watched a video from Eater about how a Mackerel Toast launched one of America’s hottest new restaurants.

“The Mackerel Toast is a dish that looks really simple, but takes four or five DAYS to create the end product.”

– Chelsea Coleman, owner of Mabel’s Gone Fishing

I love the interview because it reminds you that – 

Mastery takes time.

Just like how good wines and steaks take aging.

And this is the same for creating winning email campaigns.

“Writing” is what people think you’re doing. But the mastery comes in the form of:

  • Researching
  • Storytelling
  • Re-writing
  • Editing
  • Presenting


Now, my clients could probably write all the emails themselves.

All they have to do is follow my same “process,” putting in A LOT of reps.

But they could probably also…

– Answer the customer support chats 24/7

– Package all their products themselves

– Drive a truck around the country, dropping off packages at the doorsteps

These are potential tasks business owners “could” do… but are these tasks the best use of their time?

I’d argue no.

But it’s your choice.

Do you want to spend 10,000 hours mastering the art of email?


Do you want to hire a professional to help you install a system without you writing a single word?

If the latter, send me an email at “wy<@>” with the word ‘ENGINE,’ and I have a new irresistible offer for you. (limited-spots only)

Cheering for you,