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You've got 30 years of experience solving real problems in your industry.

But on LinkedIn, you're competing with someone who read a book last week and posts 47 times a day about "5 leadership lessons from my morning coffee."

The algorithm doesn't care that you've actually done the work. It cares about engagement. And engagement favors hot takes over hard-won wisdom.

So you're stuck. Post daily or disappear. Dance to the algorithm's tune or get buried.

Meanwhile, your inbox has emails from newsletters you actually read. The ones that show up every week. The ones written by people who know their stuff.

You don't remember how you found them. But you keep reading because they're useful.

That's the difference.

Social media is rented land. You're playing by someone else's rules. They change the algorithm, your reach vanishes overnight. They shut down your account for some mysterious violation, your audience is gone.

A newsletter is owned land. You have the email addresses. You decide when to send. No algorithm decides whether your subscribers see your work.

Your experience works better in a newsletter anyway.

Those 30 years don't fit in a 300-word LinkedIn post. They fit in a 600-word newsletter where you can actually explain how things work. Where you can share the context that makes your insights valuable.

Social media rewards the quick hit. Newsletters reward depth.

And here's what matters for building a real business: your newsletter subscribers are worth 10x more than your social followers.

A follower might see your post. A subscriber chose to hear from you. They gave you permission to show up in their inbox. That's a real relationship.

You can sell to newsletter subscribers. You can offer them services, courses, or sponsorships. You own that channel.

Social followers? You're one algorithm change away from zero reach.

So if you're tired of the social media hamster wheel, here's what you do instead:

Pick one day a week. Write a newsletter about what you actually know. Send it to your list. That's it.

No posting 3x a day. No trying to game the algorithm. No watching engagement metrics drop for no reason.

Just you, your expertise, and people who want to hear from you.

The Seasoned Expert Newsletter Academy shows you exactly how to build this. Six modules that take you from zero to launching your first newsletter. We start with finding your angle, move through growing subscribers, and end with monetization strategies that actually work.

Founding members pay $497 and we begin in January.

If you're ready to own your audience instead of renting it, reply to this email and I'll send you the details.

— Greg
Second Act

P.S. — What's the biggest challenge you're facing in building your second act? Hit reply and tell me. I read every response, and your story might be exactly what someone else needs to hear in a future newsletter.