“You’re such a hypocrite,” I told myself, staring at my notes.

I was reflecting on what makes a good product last month ahead of the revamp of High Impact Writing, trying to work out why I loved certain products and not others.

I took two that had stood out over the past year:

1. Eric Jorgenson’s Mountains of Levers
2. ​John Bejakovic’s Simple Money Emails (this is an affiliate link but for good reason, my favourite explanation of email writing so far)

As I peeled apart why these were my favourite, the usual answers popped up:

• High quality
• Highly actionable
• Clear explanations

But that wasn’t the secret sauce that set them apart — there were others of the same calibre. What made them special was something more obvious.

And herein is where my hypocrisy lay.

They were written courses.

See, when I created High Impact Writing last year, I made it fully video because video = higher perceived quality — especially with a ruggedly handsome British man on the other side (we’ll leave the balding part out).

I even asked my audience, and the majority preferred video too.

Seems fair enough, right?

But here’s the problem.

I love reading. I can do it much faster than watching. I can do it wherever I want. And I can learn without having to listen to someone speak (goddamn, I sound grumpy — but which writer doesn’t love a bit of peace and quiet).

Ironically, I was breaking one of the core rules of High Impact Writing:

Your One True Fan comes first.

Let me explain…

Online, you will constantly be tempted to cater to the masses. The allure of the majority will sometimes pull you away from what intuitively feels right. This is the case for what content to produce, what problems to solve, what business to build, and what direction to take.

But a golden rule you must follow: Fans Come First.

That’s why in module one, we spend time defining who your One True Fan is. Great writing is much simpler when you know who’s reading.

Now, in my case, Kevin — my One True Fan — likes written courses (you should give your OTF a name because the more real it feels, the more real your writing becomes).

And what Kevin wants, Kevin gets.

So the good news is High Impact Writing v2.0 is fully written and video.

That’s right, double Kieran Drew, you lucky bugger.

I’m grateful to say we’ve had over 1,431 people pick up the course in the past nine months, and there’s been a lot of interest in the new version, too.

If you’re a current customer, I’ll send over 2.0 free of charge.

If you’re not, the relaunch is on the 1st of March. There’ll be some extra goodies available that weekend, so be sure to click this link to hop on the waitlist.

Speak soon,

Kevin

Oops, I mean Kieran.

And if you've got a moment, I'd love to hear what you thought of this email.

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