May 31, 2017

Force people to make a decision about you

I went to the blood donor centre last week. My blood type is B-, which apparently makes me ‘rare’.

(I already know I’m rare, thanks…)

The NHS blood service is a case study in exceptional follow-up. If you’re eligible to donate and it’s been more than three months since your last donation, they will not let you forget about them. I’ve had emails, phone calls and text messages. It’s actually easier to book a donation than it is to delete all the messages.

I’m not suggesting you harass your customers, but there are prevalent lessons here. It’s better to risk annoying a few people than to let people forget about you. The people who get annoyed were never going to buy anyway, so the sooner you get them off your list the better.

One thing about being on my list is you can always unsubscribe, but I will not let you forget about me. You’ll eventually decide you like what I have to say, or you’ll unsubscribe.

There is no middle ground.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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