People Are Not Getting the Message
Written by Dave Lorenzo on December 26, 2018 / Weekly Email
Your sales message is not getting though. I use my weekly email to hammer home that point this week. The text of this message is below. It was distributed on December 26, 2018.
I hope you are enjoying this wonderful time of year with your family and friends and taking stock of all the good things that have been a part of your life during the past twelve months.
During the past ten years I’ve sent out a weekly email to you and thousands of people with whom I’ve connected. I personalize the email, and I write in a voice designed to speak directly to you. The frequency of this communication has been a staple of my sales system. I teach it to my clients.
Well, things have changed.
Email delivery has deteriorated. Less than 30 percent of people to whom this email is sent will even receive it in their inbox. About one third of those people will read it.
Communication doesn’t work if both parties aren’t involved.
During the past six months I’ve tested different email platforms in search of the ideal delivery system to get my message to you. The conclusion: There is none.
But in testing, I came to a huge breakthrough. While no one method is a panacea, there are several methods that will work to make sure I continue to provide great educational content to people who want it.
And this is the gift for you.
Your clients want you to connect with them in a way that is natural for them. At any gathering of adults (or kids) you will find people with their heads buried in their phones. They are on Facebook, Instagram, Twitter, LinkedIn, and YouTube. They are listening to Podcasts on iTunes, Spotify and Google Podcasts.
You’ve got to go where they are. It’s no longer good enough to simply email them once a week.
Here’s how I’m adjusting to this reality (and how you should adjust too):
Use multiple forms of media and multiple distribution methods – as many as possible.
Here is a preview of what you can expect:
I’m now doing a daily show – one minute in length – that will be broadcast on multiple social and video sites.
The first two episodes have been posted and you can find them on my YouTube channel.
Be sure to subscribe, share, and watch as often as you can. This is my way of giving back to people who have been good to me.
You’ll still hear from me every week via email but I’m upping my game in 2019.
I’m looking forward to hearing how you plan to take your business to the next level.
Best wishes for a safe, healthy and prosperous 2019!
Here are some additional articles that are relevant to this topic:
Everyone who sells anything must be perceived as an expert in that area before they try and sell. This article helps you achieve that goal.
This is a direct appeal to starting a weekly newsletter. While it isn’t as effective as it was ten years ago, it is still effective. Do it.
How often do you communicate with people you care about? Probably not often enough. Now think about your best client. When was the last time you spoke with her? Get to work.