While at the same time, most people are missing the boat with the most powerful digital tool at their disposal…email marketing.
Just in the past two weeks, I’ve had a few situations where there were missed opportunities. Such as:
1. We needed to get some work done on the furnace in our new house. So, we reached out to a company, and got something scheduled. They came, did their thing, and left. And we’ve heard nary a word since. Why wouldn’t they ask us to join a mailing list to learn about home maintenance, and other tips and tricks to keep our home in good shape?
2. I promoted a wine on Facebook the other day. Some of my favorite stuff, and a future guest on my food + wine podcast. But why wouldn’t they invite me personally to join a mailing list about their product, and other ancillary products and events?
3. I’ve talked with two organizations about doing some web design work for some clients of mine recently. Why wouldn’t they invite me to join a mailing list to learn more about web design, and other tips and tricks about how to maintain and upgrade your website, as well as showcase other tools that I should consider?
4. I’ve asked two companies to give me a quote on lawn maintenance and weed control. As requested, both sent me a quote. And nothing else. Why wouldn’t they invite me to a mailing list to learn tips and tricks about how to better maintain my lawn and landscaping?
Yeah, you might say “Well Todd, since you’ve already initiated conversation with these organizations, why oh why do they need to bother marketing to you any more?”
Because I have a lot going on, and I am busy, and I’d want to keep on my radar. Or, there is a lot of noise, and I’d want to take initiative to stay top of mind. Or, there are plenty of organizations that ARE reaching out to people, and I wouldn’t want to lose my attention to them.
Because losing my attention costs you future profit.
Look, email marketing is a very effective tool, but you already know this. Sending content regularly to people who have given you permission, is the most impactful marketing you can do. But you already know this.
You just aren’t doing it. Get started. Or you will lose to someone who is doing it. Simple.
To learn more about content marketing, join my Workingman’s Content Marketing Course.
[see what I did there?]
Drawing by Hugh.