Wednesday, 14 May 2014

If you are not in the habit then stop

I have received a number of emails lately that begin like this:

“I'm not in the habit of sending group messages to my connections so I hope you'll excuse this one.”

I acutally got one last week that had no greeting just this line
“We are sooo sorry about reaching out to you like this... but it is for good reason - I assure you! (please, please, PLEASE keep reading)” I then pressed delete.

Because this is dumb.

As a general rule all messages to the masses are dumb. Think niche, think 1:1 relationships, think permission not interruption.

Messages to the masses I reckon are like TV advertisements. Only people with money to waste can afford them. Most of us ignore ads.

You have something valuable to say, say it to people who care and to whom you have permission to write.

Be the difference you want to see in the world.
Ian
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