Starting with a small email list, I am making sure his emails are amusing and less salezzy yet bring him (and me!) some money.
However, on numerous occasions, we had arguments on what should be told to our subscribers. He is more of a "value adding" coach, always taking dictation from his subscribers. For example, he knows there is no such thing as 8-weeks to shred (unless you were a muscle guy before and just recently gained weight) yet he still wants me to write emails that agitate on this fantasy. Why? Because his subscribers love to read them. It gives them good feelzz.
On the flip side, I want to take an authoritative approach on the subscribers. Instead of writing what they want, I am more of feeding them with what the fitness guru genuinely wants them to read.
And I have logics to prove my approach.
The subscribers signed up on his email list because they thought he knows better than them. And holding the good ol' information just because some "feelz good" emails received more replies than the others, is a mere betrayal to the subscriber's trust.
The coach must be dictating his followers. Not the other way around.
Well...well...I know there are 'gurus' teaching to ask your subscribers what they want to read. And then tailor your course/emails/product according to it.
What do you think?
Write what your subscribers want or write what you want them to read?