Cut the Spam and Offer Value

CTA_mailinglistWe have all experienced the deluge of spam emails from companies we have subscribed to with the good-faith idea that we would be getting value, not fluff. On the other hand, many business professionals have been in the unenviable position of knowing that an email marketing campaign converts (and they really do), but not really know what to include in order to get subscribers engaged with the material. No one wants to receive spam, and no one sends out subscriber emails wanting them to end up in a spam filter.

Often, the difference between spam email marketing and good email marketing is minimal. However, if you can’t learn to recognize the difference, then your subscriber base will taper off and potential clients will start to tune you out.

Spam email precludes a relationship with your subscriber base. It demonstrates a lack of understanding for what they want to read, how often they want to read, and how they like to consume information. Whenever your instinct is to send something out in bulk or as unsolicited, then I can almost guarantee you either are meaning to spam or, at the very least, are being an unintentional spammer.

There are plenty of instances of digital communication that qualifies as unsolicited without necessarily being spam, like an email to a potential client or reaching out to a blogger or journalist for an interview even though you had not previously networked with them. Unless you are being very negligent in your prospect research, you will at least address it to the right person, use the correct name, and have a real reason for contacting them.

However, the moment you drop a slew of captured emails into a newsletter and blast a generic sales pitch or clickbait article, you’ve adopted the questionable practice of spam email marketing. Try to remember why people come to your blog (or website) in the first place. Why did they even bother signing up for a newsletter? I can be fairly certain it was not to read generic sales pitches sent to their email with alarming frequency.

So what can you do?

Offer value. A growing trend in content marketing (and digital marketing in general) is offering meaningful networking that nurtures relationships, as opposed to hammering the sales goal relentlessly in each and every communication. Generic content just makes sure search engines pick it up; you want to cultivate content that people read who use search engines to find it. More than half of folks will not even bother reading an impersonal and irrelevant-looking email sent to their inbox. If that doesn’t scream caution when sending out your newsletter, then perhaps spam marketing is for you.

Keep it honest. If they signed up, then, at least initially, they felt like you were someone they could trust. By staying true to your initial focus for creating a newsletter or email campaign in the first place, your subscribers will be more likely to open and engage with your content. Don’t overwhelm them with erroneous or unrelated information that does not speak to why they signed up in the first place.

Keep it simple. There are basic email practices for a reason. Don’t barrage the subject line with titles where all the letters are capitalized or relies on an over-usage of spam-like keywords that people believe work all the time. Learn your email client so that instead of a generic salutation, you can actually include the subscriber’s name. Relevancy rears its ugly head again; don’t bother sending them content that tries to trick them into a sale. The simple math is if you keep sending things people don’t want, there will not be any subscribers to send content to.

Content and email marketing is all about making a real connection with your readers. Why would you bother with spam if you can offer something meaningful?

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Excellence is a habit

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The notion of excellence transcends culture; every nation and tribe has a concept of what it means to have unusually good talent, or being possessed of extraordinary talent. It is not just hyperbole. These precepts were predicated on surpassing measurable standards of performance, whatever the domain.

When you talk about excellence in your company (or in your everyday life), are you talking about something that is an action or how something looks? Are you creating moving targets that create the illusion of expansion and productivity and distinction? Or are you merely removing the ability to turn excellence into a habit?

Excellence has become the parlance of marketing, indie, and business startup culture, and it has been reduced to meaninglessness; to a great abyss full of words meant for statistically improbable situations. Excellence, in fact, is not an act; it is a habit. Engaging in this verbal anemia has diluted the ability to recognize achievement, resulting in new jargon to describe states that were previously subsumed by ideas of excellence.

So what?

A discerning thought leader (jargon alert) needs to understand not only the meaning of the word in the context of their industry, but as well as how one reaches the state they have lavished with overuse: excellence. Habits are created over thousands of hours through a careful and organized approach with a goal in mind.

Excellence is not achieved in the moment; it is earned over time.

Repetition reinforces pathways. Dendritic activity arises from novel situations: taking a new way home, learning to play an instrument, writing a book, or taking a run in the middle of your day. However, repeating activities reinforces the neural pathways that govern that behavior, making it easier to perform. Repetition quite literally makes it simpler to accomplish behaviors over time.

Habit formation depends on the task. The ease with which a behavior becomes a habit can often depend on the difficulty of the task and how much familiarity you already have with it. The broadly touted “10 years or 10,000 hours” colloquialism is not far off for the concept of mastery, and therefore excellence, but it could be more or less depending on the manner in which you practice and the quality of that practice. So the next time you are worrying about perfection, cast aside that fear. Concentrate on knowing what you are doing, why are you are doing it, and how you are going to reach your goal.

Fail forward. Failure is work toward a goal; inaction is just noise. Falling down one time or a hundred times does not make you a failure. Walking away from your goals because it hasn’t happened yet ignores the most important fact: failure hasn’t beat you. It is not worth the fear or anxiety, because you are still standing despite the failure. It is inaction that destroys excellence. Forge ahead undeterred by failure; use it as fuel to drive an unstoppable train toward your goals.

Behavioral chains. Behavior modification conjures images of training a pet or Orwellian measures to guarantee compliance. It is a tool, plain and simple. Textbooks and theses have been written on the subject, and psychological theory driven by innumerable discussions. What matters for habit formation and excellence? Pair a salient reinforcer (reward) with something you want to do (behavior): repeat ad infinitum (I’m speaking metaphorically, of course).

Keep it simple. If you try to master a hundred different behaviors, it is going to take more than 10 years. In what aspect of your life does excellence matter? Commit and doggedly pursue it, falling down and getting back up thousands of times along the way. The process needn’t be complex: I want to be great at (x); therefore, I will approximate doing (x) in the following way (y) for as long as it takes. Simplicity is your friend.

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