connection | Peter Fletcher

David Risely says:

Email marketing should be simply about using systems to scale up your personal interactions.Talk TO them. Not AT them.Get them to talk back to you. And answer them.

He’s dead right. All too often, agents stress about the size—or lack thereof–of their email marketing list. It’s false thinking because it misses what email is really all about–relationships.

For those agents who understand that sales flow from relationships, the size of their list doesn’t matter. Instead of focusing on new subscribers, they add value and use their email marketing to both leverage and create real-world connections.

These agents know that email is a tool that can help them communicate with a lot of people in a short amount of time. Yet they also know that a great relationship should never stay online, so they create emails that invite and encourage people to reconnect over coffee, on the phone, or in a person’s home.

Social, without the media.

I can write on walls and comment on posts but nothing will ever match turning up, in the flesh, and being present with and for another human being.

Nothing will ever beat hand-delivered flowers, ones that say ‘I love you’ and ‘thank you’.

Nothing matches a smile that makes the corners of your eyes wrinkle. It’s a gift that lifts and inspires. All the :-)’s ever written will never beat just one beaming, happy face.

Nothing comes close to a hug. ‘*hugz*’ is nice but will never match the real thing, one that says ‘I’m with you’.

And nothing makes magic like the sound of joyous, happy laughter. Smilies never will, nor will emoticons and LOL’s. In comparison they’re but cheap facsimiles of the real thing.

That’s my take on social media. It’s just media. And media means putting something between us. It’s always the second option.

Photo credit: whologwhy on Flickr

Stop stressing about the size of your email list and start building relationships

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