email marketing

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The lifeblood of my business is contacts. When I’m in full-blown biz/dev mode I’m emailing lots of people I know and many I’d like to know.  Cold emails have been a building block of What’s The Idea?. If you’ve been on the receiving end you know what I’m talking about.

My intent with email solicitation is to be personal, business specific and very much “not about me.” The value I hope to produce is value on the topic of branding that speaks to the reader from their point of view.

If I write about “you” and things of interest to “you,” I may get your attention.

As an outbound writer of business development emails, I have open eyes and ears to other sellers. Therefore, I subscribe to many, many email lists and am a member of more websites than most. Sadly, I allow most of these emails to clutter my in box with nary an open. It’s time to unclutter.

Today I’m going on a crusade to unsub all the flah flah flah. Maybe it will save a tree or a planetary degree. If the email sender does not start sharing real value in my email box — value to me not them — they are gone.

Maybe next I’ll start to unfriend Twitter followers.

Dumping a little marketing cache ain’t a bad thing. Peace.


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Ideas are hard to trust. Tangible things like design, ads, copy, promotion, and user experience are easier to trust.  You can see them, ask your friends about them, test them.  “I love that logo. That ad brought in 100 new customers.  My email campaign had a 1.25% click through rate.”

But ideas? You can’t scientifically parse and evaluate an idea.  Brand strategies are ideas. Volvo makes you safer.  Coca Cola refeshes. Cottonelle is softer.  These brand strategies, like all good ones, are indelible.  I’ve written a great deal about ROS or return on strategy.  So far, ROS is just an idea.  Though one can calculate ROI ( return on investment/tactic), return on strategy is much harder to calculate.  Why? Because ROS tries to understand the value of an idea. When I sell “rebooting the phone business” to a VOIP client along with 3 organizing principles to support the claim, I’m selling an idea. This idea might be measured in year over year sales, but on paper, how it is dimensionalized and quantified is not easy. (I still have work to do.)

Because ideas are easy to understand but harder to trust, branding has lost ground in today’s marketing world.  I joke that digital has created tactics-palooza and it’s true.  The best brands are idea-driven. Tight ideas and tight supports. Ideas create new products. Ideas motivate armies. Ideas make you happy or sad.

Ideas are hard to sell but the top tier CMOs get them. And live them.  What’s your brand’s idea? Peace.

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