Tag: email marketing

A small step

FabrizioLeave a comment

When you talk about change, you might get a lot of resistance or a lot of cheering. Most likely, a mix of the two.

In both cases though, you are not one step closer to the change you are seeking.

And that is because telling about change is only one small step on a highway that also features telling about change again, finding supporters and aids, telling once more, showing what change is, buying in those who are against it, preparing everyone for change, reshaping the change story and spread it a bit farther, measuring change, following up to change, and initiating what comes after change.

A meeting or an email might be a good start, they are never the end of it. Even when everyone agrees. Particularly when everybody agrees.

Ideas out

FabrizioLeave a comment

When you put your idea out, it is the whole world to you.

For anybody else, it is just one of the hundreds heard in the past few days.

This is a gap that drives a lot of misunderstanding (“that’s not what I meant!“), frustration (“they do not care!“), and missed opportunities (“I give up!“).

It is a gap that is your responsibility to fill.

And so, when you put your idea out.

Go straight to the point. We might get interested in the background story at some point, definitely not the first time we get in touch. What do you do? Why do I care? Keep it short, actually shorter.

Make it stand out. You will not break through the noise if you just repeat what others are saying. The way they are saying it. My idea will increase your team’s productivity! It will save you money! It will make your floors shine brighter! Pass.

Make it relevant. And I am not sure if I should rather say specific. Generic messages that aim for the masses are doomed these days. Aim carefully, and craft it as if your audience’s well being would depend on it.

Bandaid

FabrizioLeave a comment

When you launch a rebrand, it’s often better to just rip off the bandaid.

One piece of evidence.

Google launched Workspace today, as a replacement to Google G Suite offering.

Microsoft launched Microsoft 365 six months ago, as a replacement (?) to Office 365 offering.

Judge for yourselves.

Google Workspace above the fold
Microsoft 365 above the fold

Crisp

FabrizioLeave a comment

Writing long email messages is a disservice to your audience and to yourself.

Your audience does not have time for long, they will at best skim through the message and forget about it the moment they close it (hopefully they will not decide to follow up with another message). You will fail to get through to them, your idea will be diminished, your questions and concerns drowned in adjectives and adverbs, and you will inevitably feel the urge to explain yourself, to add more, to elaborate, in short to add to the confusion.

The time you take to make your message crisp is time well spent.

What might be

FabrizioLeave a comment

If you only look at what was and what is to shape what might be, things are going to be extremely difficult.

At any point in time, the market is cluttered. It is challenging to compete with incumbents, new players, alternatives, and outsiders. If you want to excel, it is going to be an uphill battle, on many fronts, and more often than we care to admit we do not have a good enough product or service to win this.

If we take a look at the future from any point in time, instead, a wealth of possibilities open up. Among those is the market that is not cluttered now, but will be soon enough.

That is where you want to be.