The BEST email ever
It was my birthday last week, so I went to the theatre three times in five days.
I know how to party.
I noticed, however, that every single play included a standing ovation.
They were all good, but were they all that good? I’m not sure.
This reflects a growing trend in EVERYTHING being the MOST AMAZING thing EVER, ALL the TIME.
There’s very little quiet appreciation or nuance.
I blame social media. Scroll through any platform and you'll see how everything is presented as being important, whether it’s your friend’s new job, a sandwich someone’s made for their lunch or an advert for the perfect toilet brush.
This is exhausting. It means we’re in a state of constant alert. Like a caveman permanently responding to danger. We're always on.
I’m tired of it.
This is why I like email newsletters so much.
Regular email newsletters know their place
The tone is different. Calmer. Readers know what to expect. Reliable, informative and engaging content. I can read it straight away or park it for later. I know how to handle it.
But it also helps me as a client understand that when you do have something operational you want me to look at, I’ll believe you and I’ll probably action it.
I saw this myself recently with an adviser who had to ask his clients to sign new letters of authority as he was swapping network. We had 100% response rate.
Unless they just have the BEST CLIENTS EVER.
So long live the email newsletter.
You might not get a new client straight away, or thousands of likes or followers, but that’s not what you want. You want people to feel good about you, and glad you didn’t shout at them for no reason, and demand their precious attention when there was actually nothing to say.
Shameless plug
Track 6 of my ‘money story’ Smells like teen spirit is out now. “Faith’s serialised story of her childhood in southern England in the eighties and nineties is addictive stuff…”
Fight club
A Malaysian man is offering his services as a ‘villain for hire’ – for men who want to act like heroes by fighting him off in front of their girlfriends.
Snow joke
A tourist village in China known for its snowy landscapes has apologised for using cotton wool and soapy water to make fake snow during unexpected warmer weather in order to lure in tourists.
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