Nobody wants your lame updates. Think about it. When was the last time you woke up thinking, "God, I hope someone sends me some updates today"? Never. That's when. Yet here we are, slapping "Sign up for updates" on our websites like it's 2003 and people still get excited about email. Your opt-in page needs to promise something specific. Something valuable. Something that makes someone think, "Yeah, I need that." For the London Coworking Assembly, we stopped the vague "updates" nonsense and replaced it with this: "The 5 Biggest Mistakes Coworking Community Builders Make When Starting a Space" Specific. Useful. Solves a real problem. Result? More signups in the first month of 2025 than the entire previous year. Fifty people in two months might not sound massive, but for a small organisation, it's a significant achievement. That's transformation. Stop asking people to sign up for updates. Start offering them something they actually want. Your move: Look at your opt-in right now. If it says "updates" or "newsletter," you're bleeding subscribers. Fix it today. This is precisely the sort of strategic email positioning we thoroughly explore in the Community Builder's Email Engine.

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