So Much to Say

You’re sending out something to your customers, potential customers and/or other pertinent contacts. In this case, it doesn’t matter in what format you’re sending it, or what platform you’re using. It could be a simple email blast. It could be in a newsletter or news release. It could be MailChimp, A. Weber, Constant Contact, beehiiv, MailerLite or any one of the dozens of other email marketing platforms at your disposal. (Note: They all have advantages and disadvantages. Choose the one that’s right for you.)

You have so much to say. It’s all so important to your business. There’s no argument there. But there are two caveats to keep in mind.

One, if you want that email to yield the kind of results that will ultimately help your business, be certain that what you’re saying is important to them – your audience. Sure there are a lot of things that are important to you and your business, but if your audience doesn’t share your interest and enthusiasm, it won’t resonate with them. Before you hit that send button, it’s critical that they will find your content relevant, interesting, engaging, etc.

Two, there’s a phrase that’s been in the ad business for decades (if not longer) that will dictate how much return you get on your investment in that email. It’s a very simple “call to action.” In other words, what do you want those recipients, your audience, to do after reading your email? Do you want them to visit your website? Do you want them to respond directly to the email? Do you want them to phone you, text you? Do you want them to come to your bricks & mortar establishment? Whatever it is that you want them to do, you have tell them. Tell them clearly and directly. If you don’t, they won’t respond.

“However beautiful the strategy, you should occasionally look at the results.”

– Sir Winston Churchill, British statesman, military officer, and writer

who served as Prime Minister of the United Kingdom during World War II