Yesterday, an email arrived in my inbox. See if you can tell what’s wrong with it:
–BEGIN EMAIL–
David,
First of all thanks you for subscribing over the years. I know
many of you have read my books or taken some of my courses
and I truly appreciate that.
The reason I have been so passionate in creating an online
business over the years is because it is the perfect way to
reach people worldwide and EXPRESS YOUR CREATIVITY.
I have tried the do this in my [Product names] . . . as well as my music.
——————————
QUICK NOTE:
Our once a year World Class [Product Name] Certification
Program starts next Monday June 10. Only a few spots left.
[Link to sign up]
——————————
THE SECRET OF LIFE
In my opinion it is doing what you love and sharing it
with others (and best of all make a living at it).
But rather than talk about it let me SING it to you
with some help from [Famous singer]…
[Youtube link of famous singer with writer of email]
In this You Tube channel you will see a part of me
many of you haven’t. In 1976 I got a Masters in
[Music degree, school]
. . .
–END EMAIL–
Okay, that’s enough. The rest of the email discusses his music and asks us to subscribe to his Youtube channel. He then mentions that he is working on another product and signs off.
So, what’s wrong with this email?
1. Who is this guy?
You can’t tell from the email itself but this is a list I signed up for a long time ago and I haven’t heard from this guy for at least six months. I don’t remember anything about him or what he does.
When people subscribe to your list, you have to write to them regularly or they forget who you are and that they signed up on your list. At best, they delete your email or unsubscribe. At worst, they flag your email as SPAM and now, when you do write to your list, your emails get filtered out and don’t get read.
You must write regularly, and frequently. You want to build a relationship with your readers, so that they know who you are and look forward to hearing from you. You don’t know when they will need to hire you, or know someone who does, and if you’re not in their mailboxes and their minds when that occurs, you’re not going to get the call.
2. “I know many of you have. . .”.
When you write to me, write to me. Don’t write in the collective. Say “you” not “many of you”.
Even if there are thousands of subscribers on your list, write your email as though it is a personal communication sent only to one reader. Me.
3. What’s in it for me?
When you write to me, tell me something that will make my life better. Give me something valuable–a tip, a link to something I can use in my business or personal life. There is nothing in this email that does that.
I’m blazing through my inbox, reading and saving a few emails that have something of value for me and deleting (and unsubscribing) everything else. If you want me to read your email, give me a reason. Give me a benefit. Tell me what’s in it for me.
4. “I have been so passionate about. . .”.
Your readers may care about what you are passionate about, but only if they share that passion or they have a relationship with you. The rest of us don’t care. We have our own problems to solve and lives to lead. We’re busy. We don’t have time to look at what you’re doing and did I mention, we really don’t care?
Ironically, I do share his passion for expressing my creativity. I also like the music of the famous singer he refers to. But I didn’t go watch his videos because I can watch videos of the famous singer any time I want. I don’t care that years ago, this guy played with him. So what? Lots of people did. I don’t know them, either.
On the other hand, when you have a relationship with your subscribers, you can share with them something about you that has no direct benefit to them, and they will pay attention.
When you have a relationship with someone, they’ll read your emails, Like and Tweet your posts, send their friends to your website, and respond to your requests. When they need your help, they’ll hire you. When they have a referral, they’ll give it to you. And when you share a video of you playing with a famous musician, they’ll go watch, because they probably don’t have a relationship with anyone else who did that and it might be neat to go see someone they know in a video with someone famous.
Build your list. Build relationships with your list.
Email marketing for attorneys. Click here for details.
