Scenario One
Dear list,
So much has been happening, I have to share it with you . . .
What? Leaving already? Please wait. You won’t regret it.
Phhew, thanks for staying.
Sorry? Am I selling something? No I’m not selling anything. I just want to pass on some important information . . .
You already get more information that you can handle? But this is new . .
No, I’m not selling anything.
Yes, we’re a business . . . And yes . . . sometimes we make irresistible product offers based solely on great value.
Yes. If you took up the offer it would cost you what it’s worth.
You can get it cheaper down the road? The thing is, we run a business based on mutual value . . .
Why do you need to be bothered with all of this? Good question.
It’s how we do business online. We give away loads of valuable information. We build a relationship with you based on trust and reciprocity, and when it’s appropriate, we ask you to consider something of value at an appropriate cost.
So, you were right, it was all just about a sale? Well, I suppose it is, if you call a sale the exchange of a benefit for a cost.
But wouldn’t you say you’ve received some helpful information in between?
Haven’t some of those tips we’ve shared helped you and your business? Just a bit?
What about those amazing people and products we’ve introduced you too?
You’re too busy. I see.
Okay then. Hope to catch you next time . . .
There won’t be a next time? That’s such a shame. Well, thanks anyway.
DISCLAIMER: This fictitious scenario is played out in commiseration for those who’ve had list members ruthlessly unsubscribe the day they asked for a sale. It’s not intended to offend, cause un-subscriptions or solicit purchases!
But maybe there’s another way.
Scenario Two. A different conversation
Dear clan
Wow, what a day! Firstly, let me thank you the work you put in to help our Stay At Home project.
You’re so right! Isn’t it great to know that as a result of your efforts yesterday another ten elderly folk will now be able to stay in their homes.
They’re such great people aren’t they? So dignified, and so grateful for everything you do, even though it’s only a couple of hours of your time.
I know, it’s incredible how much you can get done when your clan joins forces.
Another piece of cake? These seniors sure know how to bake.
By the way, we’re hosting another event soon. All the details are on our Facebook page.
We’re bringing you as builders and renovators together with the folk who you’ve been able to keep in their homes. And they want to bake up a storm.
It’ll be a great opportunity for you to meet some of the other building trades in your area. And of course, if you’re a renovator, it’s a brilliant way to source a good trade.
We’ll also announce our Bob & Bill’s Timber Company Tradesperson of the Month, so make sure you’re there. It could be you.
Yes, I know, we were so pleased that last month’s winner got more business than he could handle from all the publicity.
See you there.
Bob and Bill
PS. We’re organising another eco-tourism tour to Indonesia next year to help do some reafforestation and visit the Oranguatans. Would you be interested?
PPS. Our sales were up a massive 20 percent last month. Our grateful thanks for your endorsement of our new timber frame products.
Aligning your clan to a common cause
Bob and Bill have an active ‘help and be helped’ Facebook page for DIY renovators and builders. They engage members of their clan in a few hours volunteer work each month to support their Stay At Home project. It aims to keep the local elderly in their homes by providing basic maintenance they can no longer do or afford to pay for.
In return, they actively promote local trade people’s businesses and their monthly award for the Tradesperson Of The Month is coveted for the publicity it garners.
They also organise eco-tourism tours to Indonesia in an effort to re-afforest areas previously decimated by logging.
DISCLAIMER: Bob and Bill and their timber window frame business are also fictitious.
They do however, demonstrate how we could have a different conversation!
A piece of cake
These two and the cake weilding elderly they helped to stay in their homes, became dear friends as I wove them through my newly completed book, Clans. Supercharge your business by harnessing the passion of people online.
In outlining the 7C Plan to Clan™, they created the perfect example of how a business not usually associated with building and nuturing a community could do so, to everyone’s mutual benefit and to that of their bottom line.
Both their charitable endeavours align perfectly to their business.
Both allow them to have, and keep on having, a different conversation with their clan.
There IS another conversation to have. It’s a way that benefits so much more than just our bottom line.
Next time you email your list, consider this: What would make them excited to be part of your clan? What could you do together to make a difference that would bind you in a common cause? How could you have this different conversation?
It’s really just a piece of cake!
To find out why, you can read Clans and listen to Bob and Bill, A Bedside Story For Business.
This post, ‘Build A Strong Engaged Email List’, is part of the monthly Word Carnival hosted by Tea Silvestre, Word Chef.
{ 13 comments… read them below or add one }
Love this question, “What would make them excited to be part of your clan?” as it makes me wonder what the answer would be, and when I get curious good things usually happen
Sandi Amorim recently posted…From Head to Heart (unleashing the courage within)
Twitter: shurleyhall
June 27, 2012 at 5:28 pm
I agree with Sandi, that’s a great question – as is “what could you do together to make a difference?”. Love this way of thinking about interacting with your list, Sandy.
Sharon Hurley Hall recently posted…Why My Email List Is like a Cactus
Great article. I think the key is to get into a conversational tone with your readers or subscribers. ALso a great piece of advice about bonding through a common cause. THAT’s got my brain whirling now, thanks!
Jon Rhodes recently posted…Comment on How To Improve Your Creativity by jonrhodesuk
Ooh, I love me a good story! Bob & Bill are kind of awesome, in my book. We can all do a lot more to give value to others, and when we do, I find, they really wanna do something for us in return. Like a plug in their newsletters. Or cake. Cake’s good, too.
Annie Sisk (Stage Presence) recently posted…Getting Your Email Marketing Done In Your Pajamas
I love this angle, Sandy. It’s no easy task but if you’re creative and dedicated, the best way to create value is to create a community with shared values first. People love to belong to something and if you can do a Bob-and-Bill and get people to that point, boy you’ve got a good thing going! Gives me food for thought!
Carol Lynn recently posted…Email Marketing In The Dead Zone: Are You Training Your List To Ignore You?
Twitter: teasilvestre
June 27, 2012 at 3:24 pm
Can’t wait to read the book, Sandy. And I’m already considering your question: What could you do together to make a difference in the world? The common cause thing is VERY powerful!
Tea Silvestre recently posted…The Great Email Experiment (or, Why Your Inbox is the Best Social Media Channel to Grow Your Biz)
Twitter: NicoleAFende
June 27, 2012 at 4:50 pm
Sandy love the imaginary scenarios. Without even realizing it I’ve been pushing a common cause and trying to harness people’s passion. Now I can be more thoughtful in my approach.
Nicole Fende recently posted…5 Easy Ways to Make Conferences Profitable
Twitter: graphicsbyevan
June 27, 2012 at 4:54 pm
I love the “what could get them excited” question, too! That first scenario is funny and devastatingly accurate, and prods at our sensitive and fickle nature as overwhelmed and self-contradicting consumers. Let’s be the kind of sender AND recipient we’d like to see in the world!
evan austin recently posted…When to Send: Feeding Your Email List
It really is all about the delivery, isn’t it? Getting people connected to the purpose makes it a completely different feeling, and helps you share more behind the “why” that makes you so passionate about your work. Thank you for reminding us how to look at those details in our outreach, but also, not to sweat it when people choose to drop off your list. It’s nothing personal, just different perspectives and goals that no longer match.
Twitter: WTFMarketing
June 28, 2012 at 3:50 am
Sandy, so many good points here.
1) Don’t Be Boring
2) Don’t Overload With Generic Info
3) Don’t Expect
4) Don’t Leave them with No Expectations
5) Be Clear About The Call To Action
As they say at Sea World, Whale Done.
Nick Armstrong recently posted…#$%!: a Guide to Profanity in your Messaging
Twitter: clarestweets
June 28, 2012 at 1:49 pm
Nothing teaches better than a real life experience, even if it is fictionalized or maybe I should say especially when it is fictionalized so well. Thanks for the insights, Sandy.
Sandy, yet again I am in awe – in awe of how you think, how you connect, how you clearly, creatively and so very intelligently offer your message; gentle in speech, incredibly powerful in message and I am, as always, inspired. Thank you.
I love your two examples – and your question. It reminds me of an entirely different person (Ash Ambirge at the Middle Finger Project
) who has written several posts about how the best content marketing is focused on how you’re making people FEEL. Not focused on “my stuff is awesome, here, buy it”. Sounds like Bob and Bill come from the same school of thought 
And congratulations on finishing + releasing your book!
Michelle recently posted…Three ways to make writing your next newsletter easier + faster
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