Daphne emailed asking if I could recommend anyone to solve a specific problem that she was dealing with.
I immediately thought of two possibilities.
One of them (Jean) I hadn’t been in touch with for several months. But just yesterday, Jean and I happened to exchange emails.
My question for you: Do you think it’s coincidence that my interaction yesterday with Jean contributed to her popping into my head today (and the referral that followed)?
I hope you said “NO!”
Being capable is important. But none of that matters if you don’t pop into my brain when a word of mouth opportunity arises.
Stay in touch with the people you know.
It’s published daily by FiveThirtyEight, a company in the business of sharing, explaining, and researching data.
Each day, Significant Digits shares a handful of interesting tidbits.
Things like the number of trains that run daily along the Northeast Corridor (2,200), a 457-mile stretch of track connecting Boston to Washington via New York and Philly. And why it matters.
They’ve got a clear and consistent angle to what they publish – “a daily digest of the numbers tucked inside the news.”
That angle is a lot of what makes SD stand out and stay interesting.
What’s your angle?
That’s correct. Staples.
A couple of weeks ago, while attempting to replace a $7 wire that powers the screen of my laptop, the motherboard, apparently, died.
The store manager gave me the news and then immediately said, “Don’t worry, we will either fix it or give you a new computer.”
He could have just as easily said, “Sorry, we didn’t touch the motherboard. Not our problem.”
Or, “I’m happy to give you a discount on a new machine.”
Instead, when I came back a couple of days later, he handed a brand new, still in the box machine.
As a result, he earned himself some free advertising and a new customer for life. Not a bad investment.
We’ve never met before, so we told each other a little bit about our work.
I said that among other things, I help solo professionals create email newsletters.
He said, “Financial planners, management consultants, leadership coaches … sounds like pretty dull stuff.”
He’s right, it can be. But the people themselves never are.
That’s why, I explained, we make sure to fill these with personal stories, first-hand experiences, and the occasional dash of humor.
If you want your content to be more interesting, the answer isn’t to use better words. It’s to use more of you.
He was thanking me for responding to his emailed question yesterday by telling him not to register for my Beyond Email Newsletters webinar next week.
Norm wants help with newsletter content development; this webinar is about taking the content you already produce and using it in additional ways. So it’s not what he needs.
Which means that today, I didn’t make a sale.
That’s okay. Marketing (over the long term) isn’t about “closing” people. It’s about helping them.
Do enough of that and the sales always follow.