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.
As I often do, at Starbucks.
The lid has simple instructions: “Just Steep 3 Minutes”
Writing is the same way – it gets better when you leave it alone and let it sit a while.
Which is why whenever I write something, if time allows, I put it down and come back (overnight is the best).
I can only imagine how good this post would have been had I waited a day…
She’s been my accountant for 19 years.
Is she a fantastic accountant?
I really have no idea. I’ve never been jailed and she seems capable.
But I have no way to determine (nor do I really care) where she falls in the pantheon of accountants (worst museum exhibit ever).
The same is true of nearly every professional you hire – your attorney, your doctor, your financial planner, your therapist … and you.
Even after you’ve sampled what they offer, you can’t really measure it.
Which is why, when it comes to your marketing, capability is not the area on which to focus. Prospects and clients can’t tell.
Instead, focus on the things they can (and do) assess: relationship, visibility, likeability, and an understanding of what you actually do.
That’s how people decide who to hire, and these are all things you can improve upon.