How to Lose Your Audience in 1 Email

It's time to break up with lame templates to engage people

Did you ever see the movie How to Lose a Guy in 10 Days starring Kate Hudson and Matthew McConaghey?

Well, I found a title for the sequel: “How to lose an audience with one bad email.”

Let me provide some context and the plot.

I just received an email message from a CEO whom I never met. I feel sorry for him, because someone persuaded this CEO to promote his friend’s new book. Here’s a snippet from the email message:

“Hi, (notice how personalized this is...),”

“I just finished reading (Mrs. XYZ’s) new book… It’s the best she has ever written…This one (has) 500 pages and 100,000 words…it is really a complete blueprint for (pick your favorite type of transformation)…It’s packed full of really good stuff. :-)

Call me crazy or short on attention, but writing 100,000 words does not make a book riveting. Nor does the “really good stuff” entice me. And it’s painfully clear that someone grabbed an email template, added their signature line, then pressed “SEND.”

How many other companies are using this lame content marketing (or influencer marketing) strategy to promote their business, report, or book? 

I imagine that some book coach promising to catapult their book to The New York Times bestseller list recommended this strategy. The author probably paid that coach at least $15,000-$20,000 for the privilege. (I should know—several of these book marketing coaches have approached me over the years, offering similar services).

Today, many authors and experts consider viral email templates an innovative marketing strategy, even a best practice. They’re not marketing innovations. They are imitations. 

I’m guilty, to some degree. The only difference is that I ask my influencers to add a personal note, or to not send it at all. I don’t want to lose my audience with 1 email.

We can do better than this, don’t you think? Otherwise, we deserve to be dumped.

Copyright 2017, Lisa Nirell. All rights reserved.

Other posts you will enjoy:

       The Best Content Marketing Strategy     

       Breaking Bad: Five Content Marketing Habits We Need to Bust.     

       5 Strategies To Break Your Bad Marketing Habits     

Comments open: True
Okay

Related Posts

Energize Growth and SimpleMind are authoring a post and hosting a LinkedIn Livestream this Spring and am looking for a few select people to showcase.

We will feature brands that deliver value quickly and predictably to customers, members, or clients. Some refer to this as “speed to value” programs.

Here’s the background: In this era of touchless and online experiences, customers no longer tolerate slow or sticky touchpoints. We’re looking to showcase organizations that have been successful at rapidly and consistently delivering the right customer value at the right moment, and who have witnessed a jump in revenues, NPS scores, retention, or brand repute….

Read More

It’s estimated that 35% of the world’s top 10,000 companies waste nearly 40% of their daily routines on bureaucracy, bad excuses, red tape, and — my favorite– hanging out with “zombies.”

Common sense needs a comeback and we need to remove those zombies.

When I work with marketing leaders and C-Suite executives during a workshop, keynote, or coaching session, I often describe what happens when you let these “zombies” – projects that nobody is willing to kill off – just roam the halls, eating up valuable time and resources….

Read More