Don’t Put Your Failures In An Email List
However, I’ve received several emails from people whose lists I’ve subscribed to recently.
These guys;
- “Twitter doesn’t work anymore…”
- “I’m being censored on [X] platform”
- “My email list subscribers are dropping!”
- “Conversion rates are low… gonna clean up this email list!”
And I feel it should go without saying, but why-oh-why would you do this? Don’t.
Griping doesn’t work as a marketing tool. Sure, over on your favourite platform, guys are writing polarising takes for controversial viral clout, but let’s be honest; nobody is buying anything from the guy who complains about vaccines being fake or NATO expansionism into Ukraine.
Clicks, clicks, clicks – but it’s temporary, ephemeral, and zero added-value.
Complaining about your email open rates and then selling yourself as an expert on writing or emails; realise that even if you’re an authentic guy and you truly are doing the best you can and providing a decent service; you are undermining yourself by doing this.
So don’t.
“But what if you have to?”
Well, you don’t… but here’s the contingency.
Any Failure Needs Spinning Into An Opportunity
Let’s take a look at how, if I still did client work and someone made me turn these into angles, how I’d approach this:
- “Twitter doesn’t work anymore…” becomes Twitter is yesterday’s news; we’re about the future.
- “I’m being censored on [X] platform” becomes, My info is too valuable, forbidden and classified for social media.
- “My email list subscribers are dropping!” becomes Why I don’t email idiots.
- “Conversion rates are low… gonna clean up this email list!” also becomes I only want the best on my email list.
You write about the same things – and I’m not recommending it because griping is still bad, but each of these is a reframe.
You want to focus on tangible offers so you are not putting as much effort into social media channels. Good.
You want to curate your email list heavily so only those who best suit your offer are on it: good.
It also clears the way for what to do next as well as giving you the basis for a better, more positive email.
If Twitter doesn’t work, de-emphasise it in your plans.
If your emails are losing subscribers and/or they’re not clicking, something is wrong and you fix it.
I’m probably preaching to the choir here, but every time you’re tempted to complain, realise that first and foremost, that is the guide to your new line of attack.