When we launched Shape Up, we consciously didn’t want that book trapped behind a sleazy quid pro quo requirement for an email address. And now we’ve gone back to fix the mistake that was asking for one with Getting Real, our free ebook from 2006 about how to build a successful web application.

If you have a mailing list that’s worth signing up for, you don’t need to trick, cajole, or bribe people in other to get them on board. You only need to do that when you know that most people wouldn’t voluntarily join. That’s a pretty weirdly coercive play.

But that’s true of a lot of the industry BEST PRACTICES. There’s a whole cottage industry of bullshit around how CONTENT MARKETING is supposed to work. Ugh. Even just that word: CONTENT MARKETING. I can’t say without a slight gag.

If you have something to say, say it. If you have something to share, share it. Don’t invent things to say or to share just such that you can package up that pink slime as a golden nugget of truth to trade for someone’s contact information.

That’s the same insincere, manipulative logic behind influencer marketing. It’s all about disguising the sale with a thin, flimsy layer of purchased credibility. No wonder we’re all so skeptical and cynical these days. Because we have a million good A/B-optimized reasons to be.

Not everything needs to be tracked. Not everything needs to pay off. It’s perfectly fine to do things because it’s fun, feels good, is interesting, tickles your brain, or just helps someone out.

Enjoy Getting Real! Keep your email address in your pocket.

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