There are many poor strategies for finding love.
One of the worst could be relying on love at first sight.
It sounds so perfect: your eyes meet across the room, you cautiously approach the other person, the moment you introduce yourself, it seems like you’ve known them forever…
Why settle for less, right?
You can’t argue against that by saying it’s impossible. Happens all the time!
But the fact that it is possible does not make it the best strategy.
Which brings me to one of my favorite expressions:
As it is with love, so it is with business.
Will people buy from you the moment they discover you?
They could… but it’s not smart to trust that.
It is better to play the odds and go for the winning strategy of regular contact over time.
Most of your friends and lovers didn’t start out that way. It took time to build the relationship, explore your common ground, and cultivate trust.
That’s what makes email marketing so powerful.
Someone flits through your website once and probably isn’t ready to buy. But they may be ready to sign up for your list, especially if you offer them something worthwhile.
Then they read their emails.
Over time, the relationship grows.
Until they are ready to take it to the next level.
You might think that social media is where it is. But social media isn’t intimate: it’s like a packed convention hall, with everyone talking about each other.
How can you build rapport if meticulous algorithms bury your messages?
With email, the only algorithm you need to worry about is the spam filter, and that’s fair too.
If you’re smart enough to avoid mentioning anything that sounds like a scam, your emails will get through. And if the occasional one gets lost anyway, that’s not a big deal, especially when you email frequently.
But will your audience read them?
That depends on a lot of things, many of which you can’t control.
What you can control is how engaging the topic is and how much the words are worth reading.
It’s not enough to trick people into opening up, just like you can’t trick someone into loving you. The simple act of using a cheat shows that you deserve it.
It’s about giving them what they want (or even need) to read.
Do that and your business will become much more satisfying, simple and powerful.