February 13, 2019

Tip-toeing around new subscribers​

When a new contact opts into your world, you need them to proactively decide whether they want to hear from you. The best way to do that is to send them a series that tells your story.

Telling your story in your marketing is an expressive endeavour. Which if you’re used to talking exclusively about the mechanics of your work, is mildly terrifying.

The terrifying part is that people will judge it.

My experience is that the wrath of judgement isn’t as bad as most people imagine. The people most likely to buy from you will judge your expressive work kindly.

The people who are the biggest pain to work with – who actually cost you money to service – might not be so keen on hearing your personal stories. So when they unsubscribe, it’s actually a good thing for everybody. Good riddance.

If your business is based around long term customer relationships, you have to force the ‘do I want to hear from you‘ decision. Sending someone a daily email for two weeks forces people to decide (even if you DON’T send daily emails after that). Sending someone a monthly email does not. These principles apply to any communications media, not just email.

Are you forcing the decision? Or are you tip toeing around it? If you do nothing a new subscriber will quickly forget about you. It is a limited-time opportunity.

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.