If you’re here in the Divided States, it’s time to break out your best American-flag-as-apparel because our blow-things-up blowout is almost here.

So I’m back again with another round of “Should I send that holiday email?”

Short answer: nope.

I will die on the hill of my belief that our customers’ inboxes are hallowed ground.

And every so often, I must warn you against becoming an all-smoke-no-sparkle dud among the spent casings of marketing messages that emit flames and showers of sparks.

Nobody’s going to be paying attention to their email — maybe as early as tomorrow. Honestly, Paige, I hope you don’t open this because you’re already at the lake and full of bratwurst!

It’s also…just a weird time to be celebrating freedom.

So unless your business sells…

• Flagpoles
• Grills
• Kiddie pools
• Beer
• Long-handled lighters
• Mustard
• ThunderShirts
• Burn ointment
• Something else tangentially related to celebrating the work of our founding father

…you can safely skip this one.

And if you’re at your desk with a little free time, here are four ideas for what to do instead! 👇

1️⃣ Peek at your homepage

Summer is a great time to revisit your website content. Are you…

Helping your customers envision their success and transformation?
Talking benefits, not features?
Seeing any huge walls of text?
Drowning your visitors in jargon or meaningless marketing babble? (Knock it off!)

I can help! If you haven’t done my 5-Day Homepage Glow-Up Challenge, click here to jump in!

2️⃣ Start on a new lead magnet

How are you currently tempting your visitors to share their email addresses?

Are you actually offering something of value? Does it align with your offering and make sense as a lead-in to eventual purpose?

Lead magnets are a great place to play with repurposing content you’ve already got out there.

Turn existing blog posts into a mini-course!
Package up some podcast episodes as a polished series!
Excerpt content from a paid product and share it as a one-page resource!

Start brainstorming or drafting this week. Then ship it and kick Q3 off with a bang. (The good kind, not the kind that triggers PTSD in veterans.)

3️⃣ Revisit your welcome sequence

Has it been more than a year since you touched that series of emails every new subscriber gets? (Just me?)

Give it a gander and be sure it still rings true and feels fresh.

If it doesn’t (just me?), this is a perfect time to dial it in.

::scribbles note to self::

4️⃣ Make a list of testimonial-worthy customers (and a plan to reach out with the ask!)

‘Nuff said.

Not sure how to write a testimonial that gives readers more than a sense of how nice and cool you are?

I’m going to be releasing a quick resource in July on how to write the Best Testimonial Evar™. Want it? Click here to sign up for the Words Matter weekly email and be the first to know when it come out.

Finally: I’m not the boss of you. Send the email if you want (or if your boss is making you).
I’m proud of you anyway.