Image via Wikipedia
If we are driven by self-interest, then trying to attract readers, viewers and customers by telling them how good you are probably is not the best approach. Which is why so many emails fail to get read. They are based on what you offer, why your product or service is better, rather than why I should care; what problem are you going to solve for me?
Ah, but offer me news I might use, information that will help me, suggestions to make something easier...then I will pay attention to your message. I still may not take your bait, but you have a better chance of eventually catching my interest and getting me to find out more. Heck, someday I might even become a customer. Or even blog about you, as I am about to do with Skyline, manufacturers of trade show exhibits and portable displays. (Full disclosure: I do not know anyone at the company, I have never used their services, and have no idea about their pricing or reliability. But I do know about their good idea.)
I first noticed them when I received an email newsletter, part of which was this:
Wow. No hard sell about the company, no "limited time, act now" nonsense. Just bright, witty, "Hey, I want to read this," information. Starting with "19 Chuck Norris Exhibitor Jokes."
Here's the table of contents from their latest newsletter. I don't know when I will next need a trade show exhibit for a client. But I do know who will be on the short list.
Are you thinking about what you customers might want to know, rather than what you feel you must be telling them? What tips and information can you offer to help them solve a problem that doesn't depend on making an immediate purchase.
Got the idea?
Comments