2 minute read
It has probably happened to you. You meet a guy at a conference or party who starts talking about himself, and within 15 seconds, you’re looking for an escape.
Guess what! The same thing happens when we send an email about our brilliant products or services. However, we don’t even get 15 seconds–we get approximately 4–and the escape route is ‘delete’, ‘unsubscribe’, or ‘mark as spam.’ The solution? Don’t be that guy.
Digital marketing should be a conversation, but if you’re talking about yourself, it’s a lecture. Frame your conversation by asking yourself why your subscribers signed up.
Did they subscribe so you can tell them you’re “a leading service provider” or so they’ll know when you form a new partnership? Not likely. Most subscribers are with you because they thought there was something in it for them. Make sure there is. Every email or blog post, and ideally every paragraph and sentence, should include a clear benefit to your subscribers.
Next, you need to know their reason for signing up. Developments like Google Inbox make it more important than ever to be relevant to your readers. Do they want offers, or information, or some of both? Check your data, or ask your subscribers to update their preferences.
Here are 7 more ways to ensure your digital messages are about your prospects or customers, and not about you:
Toughest of all may be persuading your boss or other departments that you are not writing or designing messages for them. (The “me” in WIIFM does not refer to the VP of sales!) You may need some A/B testing to convince them.
Remember, in the hyper-connected world of digital marketing, there are lots of people at the party. If you keep going on about yourself, you’ll be stuck in a corner alone.
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