There are no secrets around here.
I am busy as crap. Some weeks, so busy that I’ve had to let the blog slide a bit (Horrors!)
I’ve made it quite clear that I expect “well-behaved” readers to be contacting their clients, customers and prospects at least once a month – and not simply to say “Whaddaya wanna buy?”
I’ve also shown that I do this in a number of different ways, using a number of different media.
Why different media?
Different strokes for different folks
Because some people like email, some like using Google Reader, some prefer audio podcasts, some prefer video (still working on that one), and still others prefer direct mail. And so on.
Likewise, some of media is about access and exposure.
Not everyone has (or wants) access to radio or RSS or email or whatever. Are you willing to give up an awesome new client because they aren’t into Twitter or RSS feeds or email?
Just the other day, someone emailed me to ask me about doing some work for them on a big project they’re working on.
They don’t read my blog. They don’t get my print newsletter. They don’t listen to my radio show (or podcast) on iTunes. They didn’t find me on Utterli.
They found me through my newspaper column.
Their comment was this: “Though we are strangers, I feel Iâ??ve gotten to know you fairly well through your weekly articles”.
I’ve never met them, never talked to them, yet they feel they know me.
How much of advantage do you think I have over competitors that they don’t know?
Ideally, my competition just sits around getting splinters from the bench. They never get a chance to take a swing at this work if I have anything to say about it.
The temptation with communication like this is to depend solely on email because its cheap.
That’s a big mistake.
Why? Because cheap only reflects your cost. It doesn’t reflect the results. Cheap ignores the return on investment (ROI).
If you want cheap and you don’t care about results, you can get yourself 50 million email addresses for $30, but you probably won’t make a sale to more than 50 of them (depending on what you sell). Worse yet, by emailing them – you’ll end up on every email blacklist there is.
If the result is your focus, then you should be thinking “I only want to use the media that have a great ROI”. In that case, I might suggest some slight adjustments (ie: don’t use just 1 media regardless of the ROI), but otherwise you’d get no argument.
A long-time client of mine recently switched from printed newsletters to email (still using my service, just a change in media). I suggested *adding* email, not using it as a replacement.
One of the first response emails he received from a client and good friend was “I don’t have time to read another email every week”.
That same person has demonstrated (through their actions/responses) that they do have the time to read a 4 page printed newsletter once a month, yet an almost immediate reply email said they just don’t want more email.
I made note of that irony to the client, pointing out that his client’s reaction to yet another email is a great illustration of why printed newsletters just plain work.
His reply: “No kidding.”
What makes your phone ring?
Where do your customers/clients/prospects get their information? What do they use to consume the news? That’s how you should be providing info to them.