If you use an e-mail service to send newsletters or blasts, how did you build your list? If the answer is that you invited people or they added themselves via a form on your website, three cheers for you! No coal in your Christmas stocking.
Email is still one of the most powerful ways to connect with customers or prospects short of having coffee together, even when automated (because you can personalize it). You’re not competing with a stream of cat photos in Facebook or random Twitter chatter. It’s a great way to further your brand and personality, and become a go-to person in your field.
But you don’t want people scratching their heads when your third e-blast of the week arrives in their in-box, wondering if they forgot they signed up for your list.
There are three types of emails from businesses: total spam, almost spam and not spam. If you invited people to your list or they signed up (knowing what they were getting), that’s not spam.
We all know what total spam is.
Almost spam is everything else, such as adding people to your list, even people you know, even good friends, who might very well have said, “Yes, sign me up Scottie!” if only you’d asked.
Perish the thought that deleting your email is easy. Trust and respect rule here. The burden is not on your recipient, it’s on you to inform, inspire and delight. I even ask permission from clients, people who pay for my advice. Read more
Even as I help people unlock and articulate what makes them unique, there’s a simple truth that goes beyond crafting the perfect brand.
It’s about showing you give a damn.
It’s even better when it’s unexpected.
Maybe it’s a gift where a gift would seem surprising.
Maybe it’s helping a client to take a risk where you know they’ll benefit.
Maybe it’s fantastic customer service where people have stopped thinking they’ll get it.
Maybe it’s a personal note to one person even though you serve many just like her.
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”If all you have is the desire to get picked, that’s not sufficient.“
Wandering the aisles at a craft show a while back, I was surprised that the same styles and motifs appeared over and over. Most likely, each artist thought of himself as different. But why didn’t anyone want to stand out, especially in a creative industry?
It is said that there are very few original ideas. But there’s plenty of room for a different kind of originality. Put two or more existing ideas together to form a new product or service. Put a new spin on an old idea. Use your voice. If you’re an independent business owner and you’re not putting your unique voice to work, you’re overlooking the one tool you have that no one else does. Read more
A recent article in the NY Times about branding your psychotherapy practice sent readers into despair over what they saw as a selling out and a ruining of the profession. They questioned the author’s quick fix solutions and her training and commitment. I might not have panicked as the author did after only three months with no clients, but most readers didn’t see themselves as business people. As if that would diminish the care they delivered.
Branding, at its core, is defining in a deliberate way what differentiates you from others, making it easier for people to find you and make informed decisions about buying your product or service.
Branding, by itself, doesn’t compromise ideals; at its best, it reinforces them.
People in professions driven by ideals can suffer from viewing their services as too precious to be tainted by deliberate business activity.
But in the case of therapists, in order to heal, they have to get people in the door. The care starts before a client walks through the door by making it easier for them to find and choose the best person to work with. The challenge then is to describe who you help and what your philosophy is in their terms, not yours.
The resistance is understandable.
A fear of new territory.
A fear of more work.
A fear of taking a stand.
It’s far easier to think your work should speak for itself. But if you really help people through your work, you have to put your ideals to work in ways you hadn’t considered before.
Design quote: We fail to meet our audiences where they are and we wind up meeting nobody. —Jonah Sachs