It’s because yesterday, I sent an email to the list inviting everyone to my annual ice cream party tomorrow.
It’s understandable; some people aren’t local, or don’t like ice cream, or think it’s a waste of time. Or a thousand other reasons that I haven’t thought of.
But I also had 10 additional people say they were coming, and at least a dozen other “happy birthday, sorry I can’t be there” email interactions with people from literally around the world.
The problem with having a point of view, creating content, and yes, throwing your company a birthday party ever year, is that some people won’t like it.
So you’ve got two options: Keep your mouth shut and your head down (so as not to annoy anyone), or talk regularly and authentically so that the people who see eye to eye keep coming closer.
(Hint: It’s the people in the second option who share you, refer you and, in some happy instances, hire you.)
It was from a colleague who thanked me for introducing her to another colleague who ended up becoming her client.
A few things worth noticing:
- People never tire of being thanked.
- Physical stuff (e.g., snail mail) has more impact than electronic.
- Gifts are more appreciated than just cash (even if the value is less).
- Unexpected gifts are appreciated most of all.
To me, that’s the making of a perfect workday. Alone in my office, just cranking stuff out on a keyboard.
Fortunately, I really like fooling with words. I can’t imagine what a grind it would be – even if I were good at it – if I hated every minute.
Being good at what you do is important. But good or not, if you don’t like it, you may be selling the wrong thing.
Eleven years ago, I helped this small firm launch a newsletter.
Ten days ago, they got back in touch to see if I could help develop the communications around a new business they are launching.
This was the sales process:
Them: “Can you help us?”
Me: “I’d love to. Let’s talk.”
Us: A couple of phone conversations.
Me: “Tomorrow I’ll send you a brief email outlining my understanding of what you want and my thoughts on how we would work. Then let me know what you think.”
Them (three hours after I sent the previous email): “GO!”
Here’s the point. Working with people you’ve worked with before is simpler, easier, and faster to get going. When everyone trusts and likes each other, you’ve removed most of the risk and all of the roadblocks.
Now tell me again why you spend so much time trying to get the attention of strangers…
A company had used a drone to make a cool marketing segment.
It “went viral.” 50,000 Facebook views. Sales tripled.
Kind of makes you want to try the same approach in your marketing, doesn’t it?
But here’s the thing … While I have nothing against drone videos (unless I’m in the outdoor shower), this isn’t a tested approach, it’s an intriguing anecdote.
Anytime I hear or read the words “went viral,” I replace it with “bought a winning lottery ticket.”
I don’t doubt it really happened. I doubt whether following the same approach will yield your or me the same one in a million result.