“Nice to meet you. Buy my stuff!”
This one is a relatively minor mistake, but it’s so telling because it comes from one of the the best. In fact, really the best of the best in my business. His articles (free online) are insightful, informative and always on-target. (They make me say “Yeah! That’s what I say!” or else, “Wow. Why didn’t I think of that?”) I’ve been learning from him for years – and he does almost everything RIGHT. Almost.
Although I’ve read books, online articles, and special reports from this writer, I hadn’t signed up for the newsletter. Last week I finally did. When I got an email shortly thereafter (not the confimation, the next one) I opened it with anticipation. What did I find? A pitch to attend a seminar at which he was going to be guest speaking. An expensive one.
Now this guy has my trust, and he has my respect. In fact, he’s so respected in the field he’d have to – I don’t know – commit fraud or something to really fall out of favor. But would it have been so hard to configure his list so that the very first mailing to a new sign-up wasn’t a hard-sell self- promotion? To make sure they get at least one newsletter first?
Initial mailings to an opt-in subscriber constitute the very first step in what could be a long and special relationship, and at this stage relationships are especially fragile. Say something insensitive on a first date, and you may never get another shot.
If this was anyone else, I could have easily unsubscribed on the spot. Your very first mailing to a new member of your community is worth a welcome message along with the last newsletter that went out. It’s even worth an introductory gift. It’s not hard and it’s that impotant.
For that matter, your free newsletter needs to be as solid as if you were charging for it. There’s just too much else out there. Inboxes are overfull and people don’t have the time. Not to mention that satisifed newsletter readers make very, very warm leads…
Thank you so much, for sharing this important knowledge. Because of what you have given me, I
will go back over my site with this in mind. My blog was off tract as well. Thank You
PS Now you are the person for me to say “why didn’t
I think of that?’.