The Quiet Conversion

A free reader is not a lead. That word should make your skin crawl. A lead is something a sales team passes around until it is dead. A free reader is a person who let you into their inbox and has not regretted it yet. The whole game is keeping them from regretting it, long enough that one day paying you feels like a small thing instead of a leap.

Conversion is slow. It is the steady accumulation of small proofs that you are worth more than you charge, stacked one at a time until paying you feels obvious. Here is how the proofs stack.