… received another “wash hands” email.

This one, believe it or not, came from my credit card company.

Two suggestions on how to communicate with clients, prospects and others at any time, pandemic or not:

1. Don’t do what everyone else is doing.
   
   I’ve lost track of how many people and organizations have taken it upon themselves to teach me how to wash my hands. Say something that hasn’t been said a hundred times.
2. Talk about what you know.
   
   If my credit card company had something to say about why I shouldn’t touch my face with my Visa card, that would be worth communicating.Likewise, see if you can zero in on something specific to your area of expertise and/or target market.

Staying visible is always important. But unless what you send is valuable, you’re just prompting people to unsubscribe from your list.

P.S. Forget the “happy birthday twice” advice. I use the opening few verses of Born to Run.