I’m a mid-level writer.
Yet every time I send out
a newsletter,
I receive hundreds of email replies
from readers.
These readers don’t view
my newsletters
as promo.
They see them
as interaction,
as a personal communication
from me to them.
And they respond to my newsletters
maybe because
they’re lonely,
maybe because
they view me as a friend,
maybe because
they think that’s the polite thing
to do.
So I respond back.
To each and every email.
“Nancy was
the CEO
of Dosomething.org,
the largest teenage charity
in the world.
In order to keep up
with its members,
Dosomething shifted
their communications
from email to texting
(yes, that’s obvious,
but that’s not what
she discovered).
Monitoring the effectiveness
of the texts,
she realized that
even though
the millions of texts
they were sending
were clearly announcements,
not personal notes,
kids were texting back.”
If you’re lucky
to have customers
who view your promotions
as personal communications
(and not spam
as others might view them),
maintain that misconception.
Respond to your customers.