The great thing about shipping content that matters to your own audience is that you can let them choose how much they are willing to pay for it. And in average, you will get a fair compensation.
Business models have been turned upside down in a world where everybody is a content creator. There is no reason to stick to what was working years ago or is working now for organisations that are different from your own.
Try something new. Be fair and bold. You will be pleasantly surprised.
It would be liberating if we would all spend less time trying to convince others and more time trying to reach out to those we have an affinity with, and then expand from there.
Growth is rarely forced upon. Telling without listening will cover only a small part of the story.
When you are on the market to buy a house, and you start going around to see some of them, you will probably feel better about those who have furniture in it. Even when you actually plan to get rid of everything and bring your own furniture in.
An empty house is often difficult to imagine with actual life in it. It takes people a huge extra effort to visualise closets, carpets, curtains, chairs, tables, lamps, and so on.
A lot of B2B marketing nowadays feels like an empty house. Huge potential, but what am I going to put in this room? Will a bed fit in here? Will there be enough space for kids to play around, if we bring a sofa and a side table in?
Start with being specific, and it will be easier for customers to apply what they are seeing to their own unique cases. It is a shorter route.
* I owe the empty house metaphor to a customer I was chatting with a few days back. It is unbelievable what insights customers can provide.
It might be that after the hyped launch, the excellent marketing execution, the promise of a new way, the vision of a better future, and much more, Hey.com is just asking too much of its audience.
Because investing time and money in a channel (email) that most people consider as that tiny room in their house nobody ever opens, full of unorganised crap you should have trashed years ago but never did, is a huge ask. We can probably all live with that type of mess in our lives. It is stressful, it is impractical, it is clunky. But we can still go there once or twice a day to see if anything worthy happened (usually not), and then go back to using more modern and comfortable means of communication for the majority of our interactions. Who cares if there are 1,346 unread messages, junk messages, when we will never ever pay any attention to them?
And so, Hey.com might just be misplaced in time, based on the assumption that we actually care while we do not. There is no great product, no flawless on-boarding, no inspiring mission that can revert this.
Unsubscribing from your list should be simple: click a link, unsubscribed.
But if you really decide, for reasons that are probably not really good, to make it difficult for subscribers to unsubscribe, do you have a plan to use the additional information you are requesting? Are you going to extract insights from the answers you get? Is there a way for you to turn those into actions that will, for example, decrease the number of unsubscribes over time?
My guess is, the answer is no.
And so, why bother? Why adding additional steps to a simple process? Why leaving a bad taste in your subscribers’ mouth in the very moment they are signalling they are getting tired of you?
Nobody ever loved something more because they found it difficult to leave it.
You've got this 