Please Stop Selling Me
Like you, I get email messages all the time from people I know promoting something. These aren’t strangers. They are people I know or have met while networking who make a point of following up with me. That’s all good.
Now I’m the same person who wrote a Follow Up or Fail post recently so don’t get me wrong. Without effective follow up you are doomed.
But a select few of these people, a few that are extremely persistent, are only selling me. They send me listings for properties. They point out a sale they just made. They tell me about another listing. (Sorry. The two that come to mind are realtors.) And then they do it over and over and over again. Relentless is the word I like to use.
Sending me a sell, sell, sell message every few weeks isn’t going to work. I’m not looking for property. I’m a bit turned off their approach so that’s likely to influence my eagerness to refer them.
Now I’m an Internet and email marketing person and make a point NOT to unsubscribe people. But I do take a mental note to quickly delete or ignore their future email messages and when very annoyed go out of my way to adjust my email inbox settings so their future emails go to my junk folder.
I might as well have unsubscribed, but I didn’t. AND UNLIKE AN UNSUBCRIBE, THEY WILL NEVER KNOW.
So here’s my advice. You must always be selling. I’m reminded of the Glengarry Glen Ross movie quote, “Coffee is for closers.” Everything you do MUST be aimed at selling and closing the deal. But you can’t always be so upfront about it.
You’re email communication, the message you convey to your audience must:
- Educate people on the products and services you offer.
- Showcase your talents establishing your credibility as an expert in your field.
- Occasionally, pitch or sell something.
When I get your email message, I’m sitting there at my PC minding my own business. Your message is an interruption. If its craft in such a way that I feel I’ve gotten something of value, I may think more highly of you when I’m done with it.
One realtor that does message me frequently sent me a message explaining the difference between a short sale and foreclosure on credit scores. It was succinct providing very specific information on the topic. I frequently coach people looking for work and here was an article I could use to help them. It provided me with value.
Keep this in mind as you develop email and social media campaigns. Not only do you want to follow up consistently with the people you know. You must do so in a way that reflects positively on you.
Hope this helps.