James Schramko here. Today, I ask this important question, when are marketers going to realize that we don’t need more stuff? I just got a promotional email, somehow made its way into my inbox which is very rare, and it just loaded up on this amazing thing that I have to have. And I get this and this, and that and this, and this and that, and this and that.
Wow! The wow, I think they intended for me to think, ‘Wow! This is amazing, and I just absolutely have to have this 20 gigabytes worth of information.’ But the wow I interpret is, ‘Wow! Does someone actually think that’s going to compel someone to buy?’ Because the very worst thing that you could do to someone is bombard them with this massive amount of information. Even when you have an all-you-can-eat buffet style membership, the goal is to segment out and just show people what they need right now.
A big part of what I’m doing when I’m helping people is seeing what can we remove. So, I encourage you, how could you send a shorter email? How could you, with precision, get to the exact specific point? How could you be more direct? How could you resonate with the specific clear pain point of your customer and help them without overloading them? That surely should be the goal. Less really can be more and when it comes to marketing, be precise, get to the point.
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