When would now be the time to pick up my book? That is the greeting on one of the emails I was sent today. So who do you figure that email is going to be about? me or the sender? Would you be excited to open it?
The emails I have been getting from this person have gotten annoying because they are always about him and how I can help him become number one by buying his book or attending one of his programs. Now mind you, I have already attended one of his programs. I enjoyed it.
However, my enjoyment has decreased over time as I see all the emails and marketing being about him rather than about helping me. If he had written "How to reach your full potential by exploring 7 key concepts" I would have felt it was about what I was going to get if I read his book.
ACTION: Test all you do, email, write or send to see if you are really focused on your need or your customer's need. You should have 70% of what's written about the other party and under 30% about you.
Okay he has annoyed me so much I have unsubscribed. Not the result he was hoping for. Don't let that happen with your marketing!
Anne Warfield, www.impressionmanagement.com
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