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E-ssential
Message # 042:
Unsubscribes and Replies and an Important Lesson in Branding.
The last two newsletters I sent out got the most positive responses as well as the highest number of unsubscribes that I have ever received. (You can view the two previous newsletters by hitting the 'back' arrowhead buttons below.)
For everyone who replied, I thank you for making the time to email me. (Yes, please keep your feedback coming.) And although the people who unsubscribed aren't going to see this, I also want to thank them for making the effort they did too.
Why am I thanking the people who unsubscribed? Because they taught me an important lesson in branding that I had been struggling with -- but before I tell you what that lesson was and how you can use it, let me reprint just a few of the many responses I received...
I enjoyed reading your message. It was so inspirational I went for a 4 km jog at lunch. -- Tina, http://www.cardinalconcierge.com
Just yesterday I was feeling SO down, not being hired for any more contracts, despite the owner saying that the service department's numbers have drastically increased and that I, among others, deserve credit for this. At the end of our conversation he asked how business was going and asked again for how long I'd been doing this. I admitted that for a year-and-a-half, business was doing extremely well .. and that there was still lots of room for growth. Then, after a couple of hours of letting that gremlin eat slowly away at me, my husband -- being the supportive person he is -- reminded me that the beginning is always difficult. Nothing I don't know ... but ... And then your words this morning ... PERFECT TIMING!!! Thanks, Lynne
I keep repeating to myself during the last 6km is "Tough times don't last, but tough people do." -- Larry
WOW! Thanks for sharing this truly inspirational story. It’s very timely for me indeed. You never know how many people you touch or impact. I wonder if Barbara realized when she was hurting and forcing herself to take one more step, that she would end up becoming a source of inspiration for so many others. -- Wendy, www.eventbureau.ca
It was really heartwarming to read your newsletter this week. -- Irene, www.justcoachit.com
Great story! Thanks for sharing it... -- Jeff, www.interactdirect.com
If the positive responses suggested that I hit a chord with people when I wrote those two newsletters, the number of unsubscribes confirmed it.
It comes down to this: The clearer your brand, the more that some people will identify with it -- and the more that some others will not.
Perhaps the most insightful comment came from Bull Pen member Jeanne Bullock. After hearing about the positive responses and the number of unsubscribes, she said, 'It's better to have an impact on one person at the risk of turning off 99 people, than it is to bore 100."
And that, perhaps, is what building a strong brand is all about. How are you building yours?
FYI
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If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
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