I first started writing copy for newsletters, websites and social media 10 years ago – but I had one big fear. My fear was the dreaded unsubscribe button; that people would stop reading what I had to share.
This fear would hold me back from writing what I truly wanted to say. From the consistency of sending a newsletter every week to posting on social media, I had worried that I was annoying. I had a fear that I was being too noisy and that people wouldn’t agree with me. I thought that if people didn’t engage with what I was writing, then they didn’t like what I had to say.
As a result, my writing became vanilla. It became so watered down, the essence was gone. The irony was my fear of being too noisy led to unsubscriptions. People would start unsubscribing because they have forgotten who I was and what value I was trying to add. They were thinking “if you’re not adding value and I don’t miss you, then why would I bother continuing to subscribe to your newsletter?”
And this happens a lot with the experts I speak with at events, workshops and in coaching.
The reality is that we’re less noisy than we think we are, and people are paying less attention than they really are.
So what can you do to ensure people aren’t going to hit that dreaded unsubscribe button? There are three tactics you can use straight away:
1. Share all kinds of stories: Tell your experiences. Tell your insights. Take us behind the scenes. Use metaphors and inspiring stories to help people to understand the point you’re trying to say. I was just interviewed on the Today Show with Channel 9 this morning and shared the morning behind the scenes in my stories on Instagram. So much fun meeting these little guys Poppi and Jax who are the taste testers for a company called Woof Gateaux who specialise in catering for pet parties! Also had some fun pressing the button in the chair from The Voice.
2. Focus on the ecosystem of lead generation in your business: Don’t get fixated on specific things like when to send out your newsletters or post on social media. Instead, focus more on who you’re connected with and that you’re moving people from your social media onto your database and onto your list. We know this special list of people will spend 47% more than anybody else in your business. Focus on your newsletter. Focus on your email list and people will open it.
3. Your data is a gift: Your data is feedback and data doesn’t hide the truth. Have a closer look at the people opening your newsletters – who are they? Where are they from? Think about how often they’re being opened. These will give you some insight as to who you can reach out to. That way, you can be more purposeful and intentional about your sales conversations and create authentic engagement.
Don’t let that fear of unsubscribes prevent you from connecting with your people. Start authentic conversations today. Would love to hear your thoughts.
Jane Anderson is a communication expert, speaker and the author of 6 books including the upcoming “TRUSTED: The Level Above Influence.” With over 20 years of experience helping people step into their personal power, she is obsessed about creating human connection to drive business growth in a world of disruption and automation. To inquire about her working with you or your organisation please contact us here.