Or Not, but think about this . . .
Everyone loves a bargain . . . no one more than me. I won’t trade quality for price, though, and so while you may find me in Wal-Mart I only go there for certain things. Towels and Sheets not among them.
In the Internet Age, Free seems to be the new Black. Everyone is trying it on, and more than a few people are making money at it. Directly, they might sell your e-mail address, for example, and indirectly they give something away in the hopes of convincing you to buy something else, or even . . . Better!
That’s fine, right? Most of the time, yes it is. But here’s where free becomes a problem:
No one is listening any more.
In “the old days”, if you wanted to get someone’s attention you sent out a piece of mail. And even when that mail was going to someone who had no idea who you were, the experts said you had about a 3 percent chance of making a new friend, and a one-in-three likelihood of selling that new friend something in short order.
What are the returns now?
Using email, the chance of your communication ever getting opened is about one in twelve, and that’s for the ones that make it to your target’s in-box. SPAM filters make many emails go away altogether, so the real number is way worse.
Even “wanted” communications are often ignored now. This newsletter is IGNORED by between 60 and 80 percent of all its recipients. As in . . . never opened. And everyone who receives it knows us!
We pay to get those statistics, so it isn’t free for us to do this. And we pay to deliver it in a safe and secure way, but what we don’t do is pay by the piece. And that looks more and more like it matters.
What can you do?
Two choices: either send out a tremendous amount of garbage (ugggh . . . please don’t go with that choice), or spend time actually reaching out personally, on a regular basis.
We’ll show you how, by the way, by the way . . .
Enjoy your free newsletter, now . . .
