Ever witnessed someone who’s just addicted to something?
They’re rabid, irrational, and sometimes, beyond reasoning with, aren’t they?
Take golfers as an example; they’ll do anything, spend anything, try anything, just to lower their score or hit a drive as straight as an arrow – they’re addicted to getting every kind of tool, insight, information, resources that they can lay their hands on.
Now you can if you want, create a similar insatiable addiction so your subscribers, prospects and clients have for reading your emails.
Possible?
Well think about this for a second; email is simply a way of communicating using a medium, just like reading a book or watching your favourite tv programme, is. And have you ever been rabid about a programme or a book or magazine where you just simply have to know what the next instalment is all about?
It's just like that for email, if you set it all up right.
So let's think about this; what does your email have to contain in order to have your customers itching to receive your email communications?
The first thing is that you must know at a deep core level, are the pains, the frustrations, the problems your marketplace and your customers are experiencing.
Because, once you know this important information, you can then speak directly, sincerely and with authority, where you can tie your communications together by showing how your products and services can fix the equivalent of a poor wayward drive or a sloppy chip shot or a finely tuned mindset when the putt absolutely has to go in the hole.
If you can do that, and you can do that in language and in a voice that’s sincere, that’s authentic, that’s believable, you’ll have a following who’ll be addicted to what you have to say next. They’ll be hanging on your every word. And, just like a soap opera saga that runs and runs; your audience just has to find out what the next instalment is, what the next cure is, what the next surprise will be. What the next whacky zany story or account is going to be.
They’ll be addicted in wanting to hear from you because you’ve established your credentials, you're showing up frequently, you're not just smacking them over the head with continual blatant saleszee messages - you're now perceived as someone who is genuinely interested in what they are going through and in turn, your audience will have confidence in your products and services because as a default of the process, they’ll automatically perceive your products and services will help them fix and solve their burning issues and problems.
Can anyone in any business use this email addiction strategy?
Yes, I think so. However, this kind of good addiction cannot happen if there’s no personality or no identifiable character that an audience can identify with or feel an affinity with.
It just can’t happen without it.
An audience needs to have a deep synchronicity with the business/business owner (and vice-versa) for there to be this rabid, insatiable addiction to the communications.
And the great thing about email is that a business’s personality and character can be built, communicated and transferred via simple, continual, plain text communications, and, where in a short space of time, the audience (customers/subscribers/
Of course, it’ll only last as long as you have something valuable to say that is addiction worthy and, that is communicated in a consistent and timely way.
And that’s the way to do it because you don’t want to communicate in a run of the mill way and be perceived as just an average or normal marketer.
Because that's what'll happen when you aren't adding any kind of value or joy to your readers through your communications. You'll be classed, bracketed, pigeon-holed as someone who's not really worthy of being passed around and referred.
And you'll know when your creating hyper addictive email communications is when you skip a few days of sending your email communications- and you get mail saying (either openly, or saying it inwardly to themselves)...
... where is today’s email, did I miss it, did you send it yet, it’s not gone into the junk folder, can you send it again…
It takes a continual commitment and deep down desire to relate and connect.
And believe it or not,, it’s this very discipline that'll determine how high and how profitable a business can really be -- with the simple email being at the engine room of the entire communication process.
The BIG question --
How's your email communications working for you?
