Can you make someone buy from you?
Better yet, can you make them do anything they don’t want to do?
I’ve been reminded of this question once again since embarking on a daily email schedule. I know it’s a lot to email every single day, and it’s not for everyone, so I expected some people to leave when I announced a new daily schedule.
But I do put a lot of time and effort into the content of these emails (this one included). I also make every effort to make them extremely useful and relevant.
What I didn’t expect was to lose over 60 subscribers in the first week of daily emails. Clearly the daily schedule wasn’t for them, but perhaps there’s more to the story than that. I see quite a few possibilities in their departure. For any individual, maybe they:
- Signed up to get something free from me then didn’t need more help
- Were cleaning out their inbox and decided I didn’t make the cut
- Were subscribed from multiple email addresses
- Just aren’t ready for the kind of advice I give
- Decided they didn’t like or trust me
I’ve written previously on the many meanings of the word “no” and it seems that this unsubscribe issue is the same. Maybe some people who unsubscribed don’t like me or found my daily emails annoying, but so what? That unsubscribe button is always available to stop me in my tracks, and 100% of the people receiving my emails did so voluntarily and with double opt in. I don’t feel guilty for delivering additional value.
Rather than taking unsubscribes personally, I choose a different way to take them: my remaining email list is comprised of just the people who really want to hear from me.
You’re still here, and I’m glad.
So yes, I was “hemorrhaging” subscribers last week due to the increased email frequency. But I also heard from over a dozen people replying to my emails, even thanking me for producing more content and sending it more often. Conversations were started, new relationships were born, and old ones were deepened.
For those who didn’t want to be here, I couldn’t change their minds anyway, just as it’s nearly impossible to change someone’s mind and “make them buy” from you. But what happened is a powerful sorting mechanism.
I’m more confident that the people still reading this email – yes, this one you’re reading right now – really want to be here and care what I have to say. More importantly, I’m confident that this information is useful and relevant.
In a way, my daily emails work as a sort of qualification step that you’d use in your sales process, whereby I politely invite the folks who don’t want to hear from me to just unsubscribe. No hard feelings, it just wasn’t for them. And for the people who do choose to stick around, something fantastic has happened: I’ve deepened my connection with them, and you 🙂
Your marketing and your qualification in the sales process should work the same way. There should be some hurdles and minor tests that you put in front of your potential clients so that you can gauge their interest and seriousness in working with you.
Instead of changing someone’s mind, find out what they’re thinking as fast as possible, and invite them to leave if they don’t belong there.
Thanks for sticking it out with me, more good stuff to come.