Two weeks ago, her initial email asked about my fees.
I said (as I always do): “There’s a lot of ‘it depends’ in the answer.”
So I wrote back with a bunch of questions.
She sort of answered them in her reply, a couple of days later.
So I asked a bunch more.
It’s been a week now and I’ve not heard back. I doubt that I ever will.
Asking lots of questions is a great way to filter inquiries.
The people who are for real love the fact that you are digging in and trying to help them identify problem(s) and talk about how you might fix them. They are eager to respond to your questions.
The people who aren’t are generally just window shopping or simply curious; they have no intention of buying anything.
Ask lots of questions.
It impresses the good prospects and scares away the tire-kickers.
It’s a report generated automatically by my WordPress web site. It notifies me of any links on my site that no longer work.
Every month there are about 20 of them on the list.
Nearly all are links to the web sites of people who have previously commented on my blog and whose sites are no longer active (i.e., the links are broken).
In most cases, it’s solos or small firms that are out of business.
There’s no shame in that. It’s not easy making it all work.
But if you’re still at it, even if things are not exactly as you’d like, you are already “successful.”
It doesn’t hurt to remember that every once in a while.
It turns out that the open rate for this blog/newsletter is literally twice that of my “primary” blog/newsletter.
I’m guessing it’s because this one is much shorter.
So does the favorable open rate suggest I should ditch the other and just do this one?
I don’t think so.
The problem with this one (and with social media overall) is that it’s not long enough for me to dig in deep on a topic or reveal much about who I am personally, both of which I believe are important in establishing yourself as a likeable expert.
Which leads to getting hired. Which, after all, is the point of all this.
What do you think?
Of course I didn’t. That would be weird (I never eat more than five per day).
But I did get you to open this email.
Subject lines matter.
You spend a lot of time writing your newsletter and other, similarly important messages.
Take time to make the front door as interesting and compelling as what’s inside.
The sender had been speaking with a potential client about creating a newsletter for her.
But she said, “I don’t think they are super relevant these days.”
He was looking for information that would help make the case for newsletters.
I suggested he simply move on (despite my strong belief that newsletters continue to be the single best marketing tool out there for professionals).
Being “right” is not the same as being “hired.”
Rather than spending time trying (and probably failing) to make the case for whatever it is you sell, find people who want it in the first place.
Creating demand is way harder than finding it.