Our last post was about making sure your newsletter is relevant
, and before that, the effect of ensuring it's anticipated
. The final post in this short series is about how being personal
trumps them both.
When a stranger interrupts, it's offensive, annoying.
When a close friend interrupts, it's probably just conversation. We do it all the time. Sure, in some settings we're careful to be more formal, to listen politely until the other person is done speaking, to use active listening and all those cool techniques for really connecting.
But if you and I are chatting about music and you start raving about Eric Clapton and I butt in with "Clapton has gotten boring; have you heard Steve Winwood play guitar lately?" that's just conversation — friends talk over each other and interrupt and generally treat conversation like a rugby scrum.
And we love it. … more … "Personal: Trust Trumps All"
Our last post was about making sure your newsletter is anticipated
. Today: what happens when it's relevant.
If your favorite show is interrupted so Bob can yell at you about his low low life-insurance prices, you'll resent it. (Maybe you'll just numbly endure, but we'll call that "resentment" for now.)
If your favorite show is interrupted so the National Weather Service can alert you to a life-threatening situation hovering over your rooftop, you won't resent it, you'll appreciate it.
It wasn't personal.
It wasn't anticipated.
When the level of relevance reaches 100% personal and anticipated can drop to zero and the message will still be appreciated.
… more … "If It Is Relevant They Will Read"
If you were to ask us why you get Ausoma's newsletter, we could tell you that there are only two possible ways: you signed up for it yourself at the website, or you asked to be on the list.
We didn't add you just because we wanted to.
We didn't get your business card at a mixer, and add you to our list without telling you.
We didn't sell you a book, and add you to our list without telling you.
We didn't connect with you on Facebook, LinkedIn, Twitter, Pinterest, or Bob's Social Media and Lawnmower Repair, and add you to our list without telling you.
Your email newsletter is your most valuable marketing asset. Well, it's how you access your most valuable marketing asset.
… more … "Personal, Anticipated, and Relevant: Keep Your Email List Up to PAR"
One of your goals for this coming year could be to learn a new skill that you can offer to your clients.
Here are just a few:
- Learn all you can about Pinterest. Create Pinterest boards for your clients.
- Create photo memes for clients and post on Pinterest and other social networks.
- Create and manage your client's newsletter using a tool such as Constant Contact.
- Learn how to add plugins to WordPress sites.
- Learn how to use Photoshop to create images.
What new skill would you like to learn this year and offer to your clients? I want to hear from you!
How well do you know your list?
Who are the people on your list that receive your newsletter or blog? Do you have hundreds on your list? If so, do you know where they all came from? If you had to write each one of them an individual message, could you include something specific that you know they would want to hear?
We have an extensive network of people around the world that we stay in touch with via blogs, emails, newsletters, forums, etc. Some have opted-in to a newsletter or blog that we don't personally know. Otherwise, I can tell you something about just about everyone we to whom we send out a mailing.
Joel and I were recently getting ready to send out a mailing about our web design company, Spinhead Web Design. We wanted to announce our new service, Kindle Formatting. It had been a while since we'd sent anything out so we decided to review the list first to make sure that only people who would really be interested received our email.
We started out with over 300 on the list and pruned it to about 120. But I could tell you where every one of those 120 contacts came from - how we met, whether in person or online. We knew these were people that had either done business with us or were fans of ours. These all are people who are our fans. If they don't need our service, we know they'll refer someone else who does.
It's not effective to send eblasts out to those who are either going to ignore you or feel annoyed. But targeting our fans - that's effective!
Thank you to all our fans!