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Can you make someone buy from you?

Better yet, can you make them do anything they don’t want to do?

I’ve been reminded of this question once again since embarking on a  daily email schedule. I know it’s a lot to email every single day, and  it’s not for everyone, so I expected some people to leave when I  announced a new daily schedule.

But I do put a lot of time and effort into the content of these  emails (this one included). I also make every effort to make them  extremely useful and relevant.

What I didn’t expect was to lose over 60 subscribers in the first  week of daily emails. Clearly the daily schedule wasn’t for them, but  perhaps there’s more to the story than that. I see quite a few  possibilities in their departure. For any individual, maybe they:

  • Signed up to get something free from me then didn’t need more help
  • Were cleaning out their inbox and decided I didn’t make the cut
  • Were subscribed from multiple email addresses
  • Just aren’t ready for the kind of advice I give
  • Decided they didn’t like or trust me

I’ve written previously on the many meanings of the word “no” and it  seems that this unsubscribe issue is the same. Maybe some people who  unsubscribed don’t like me or found my daily emails annoying, but so  what? That unsubscribe button is always available to stop me in my  tracks, and 100% of the people receiving my emails did so voluntarily and with double opt in. I don’t feel guilty for delivering additional value.

Rather than taking unsubscribes personally, I choose a different way  to take them: my remaining email list is comprised of just the people  who really want to hear from me.

You’re still here, and I’m glad.

So yes, I was “hemorrhaging” subscribers last week due to the  increased email frequency. But I also heard from over a dozen people  replying to my emails, even thanking me for producing more content and  sending it more often. Conversations were started, new relationships  were born, and old ones were deepened.

For those who didn’t want to be here, I couldn’t change their minds  anyway, just as it’s nearly impossible to change someone’s mind and  “make them buy” from you. But what happened is a powerful sorting  mechanism.

I’m more confident that the people still reading this email – yes, this one you’re reading right now – really want to be here and care what I have to say. More importantly, I’m confident that this information is useful and relevant.

In a way, my daily emails work as a sort of qualification step that  you’d use in your sales process, whereby I politely invite the folks who  don’t want to hear from me to just unsubscribe. No hard feelings, it  just wasn’t for them. And for the people who do choose to stick around,  something fantastic has happened: I’ve deepened my connection with them,  and you

Your marketing and your qualification in the sales process should  work the same way. There should be some hurdles and minor tests that you  put in front of your potential clients so that you can gauge their  interest and seriousness in working with you.

Instead of changing someone’s mind, find out what they’re thinking as  fast as possible, and invite them to leave if they don’t belong there.

Thanks for sticking it out with me, more good stuff to come.

Notes