There’s an expression my dad would say from his time in the army:

Failing to plan is planning to fail (or, in ‘squaddie terms’, piss-poor planning leads to piss-poor performance).

I found this out the grueling way with Magnetic Emails.

See, I decided the best way to create the course would be to dive in without a plan and see what emerges.

I like to write like that sometimes—searching for gold in the dirt.

So I pumped out thousands of words per day.

Then I wrote a 10,000-word first draft landing page.

But when I asked for feedback from my mentor, he bounced back with one question:

What is your value proposition?

A value proposition is a statement of what something does and who it does it for.

And it was obvious from my fumbling reply that I had no real clue.

Was Magnetic Emails about growing a newsletter? Was it how to write stories? Was it to write emails that sell?

At his suggestion, I slammed on the brakes of product building and did the work I should’ve prioritised from day one:

Thinking.

Because everything you do is downstream from your value proposition.

If you can’t state something’s function in one sentence, how on earth do you expect your audience to stand a chance?

This isn’t just for products.

It’s for your brand, too.

Because your value proposition is a promise. And you can’t fulfill a promise when you don’t know what it is.

There are many people online who are not clear about who and how they serve.

They create generic content for a generic audience and get generic results.

And sure, some are growing a following fast.

But a lack of specificity turns you into a commodity, not an authority—something they’ll discover in a few years.

Reader, to succeed online, you must think deeply about your value proposition.

Because once you nail it, everything clicks into place.

When I decided Magnetic Emails would teach a simple 6-step writing system for relationship-focused sales emails, I had a north star to aim for.

I ended up cutting 80% of the original material.

I had to rewrite the entire sales page.

I felt like the grim reaper of grammar slicing through my semi-relevant rambles. Hundreds of hours of writing spun down the drain.

And sure, it hurt.

But when the culling was complete, the surviving material was clear, concise, and valuable.

As a result, I felt much more confident in my marketing.

Which made selling easier. And my initial customers happier.

So let me ask you Reader…

If I read your offer, would I know immediately what you do and who you do it for?

If your ideal client found your content, would they go ‘Hell Yeah’ or ‘Yeah Yeah’?

If you met a stranger, can you describe your business in one sentence?

Be honest with yourself.

This is the hardest part of building online.

But it’s also the most important.

Kieran

P.S.

If you missed the first launch of Magnetic Emails, it’ll be available again on the 1st November.

If you pick it up, you’ll be invited to an exclusive live training with the 200+ entrepreneurs already inside.

I’ll be teaching how to automate your business through email so you can get 100x the result with the same amount of effort.

If you’re interested in leverage and enjoy writing, this won’t be one to miss.

Hop on the waitlist here.