I just unsubscribed to a legal newsletter I was receiving. It required an action from me, to click the unsubscribe link. I had nothing against the blog or the information contained in the blog. What prompted me to take such action to not receive the newsletter any longer?
The exchange of value — my attention in exchange for the information the newsletter provided me was not of value to me. I valued my attention more. The challenge we all have who write is to connect with the right audience. It’s what Seth Godin says, is your message personal, relevant, and timely. If not, it’s not of value.