Email, Belonging, and the Compelling ‘New’ Element of Persuasion
(Tap tap … Is this thing on?)
Oh, hi! Welcome to the new Copyblogger Weekly … also known (to me) as our Firehose Management Protocol.
The Weekly came from a message we heard from our subscribers:
I love you guys but … holy guacamole that’s a lot of emails.
And, as a person with Way Too Many Emails in my own overstuffed inbox, I feel your pain.
On Thursdays, we’ll be publishing this roundup of the week’s Copyblogger and Rainmaker FM content for you. You can use it to zero in on the content you most want to read or hear, so you don’t miss that one blog post or podcast that you really need this week.
If you subscribe to Copyblogger, The Weekly will arrive in your email inbox on Thursdays.
Clean, simple, manageable.
Email and belonging …
This week, I’m noticing two themes emerging. One is email … not just the Copyblogger Weekly, but the kickoff on Wednesday of Brian Clark’s new 10-part mini course on email. Given that Brian is … well, Brian, I’m excited for this one. Look for a combination of pragmatic tactics you can use right away mixed with Brian’s deep-drill insights into what makes email marketing really work.
The other theme is belonging … whether it’s called membership (Chris Ducker’s Youpreneur podcast episode with Stu McLaren), exclusivity (Sean Jackson’s Copyblogger post), or even tribalism.
Robert Cialdini, author of the insanely useful Persuasion, calls it Unity in his brand-new book Pre-Suasion. I’ve got it loaded on my Kindle to read on my flight today back to the States for our live event and workshop in Denver next week … and I can’t wait to see many of you there.
When asked if this was a new principle, Cialdini admitted it had been there all along — underlying all of the other persuasion principles at such a fundamental level that it was nearly invisible.
What does unity have to do with email?
Email marketing is oddly intimate. You’re sending your messages into someone’s daily routine. Their coffee break, their second breakfast, their two minutes of escape from that weird office mate who eats smelly food and won’t wear headphones.
The inbox is a private space … one that needs to be treated with respect and care. When you plaster spammy content or ads around the web, that’s annoying but expected. But when you shoot crummy, irrelevant messages into our inboxes … we get
enraged homicidal mad.
Email should be for your community of belonging. Your peeps. The folks who believe what you believe, and value what you value.
Is it okay to sell in email? Absolutely. That’s what business is for … to sell products and services. That doesn’t need to be disrespectful or creepy … and if it is, you’re doing it wrong.
Enjoy the week’s content, and I’ll catch you next Thursday!
By the way, Pamela Wilson and I will talk more about the Hows and Whys of the Copyblogger Weekly in next week’s Copyblogger FM, which will air on Monday, October 10.
Chief Content Officer, Rainmaker Digital
Catch up on this week’s content
The Efficient Approach to Marketing Your Business with Content
by Pamela Wilson
The Secret Tactic All Successful Online Marketers Use
by Sean Jackson
Get More Clients With Smarter Email Marketing
by Brian Clark
How to Find the Optimal Pricing for Your Membership Site
by Sean Jackson
How to Sustain a Profitable Creative Agency
by Brian Gardner & Lauren Mancke
3 Important Lessons About Sponsorships That Will Make You More Money
by Jerod Morris & Jon Nastor
How Jay Baer is Navigating New Waters With His Latest Digital Product
by Brian Clark & Jerod Morris
The Inner Makings of a Membership Site Launch, with Stu McLaren
by Chris Ducker
The ‘Obligatory’ Structure of Effective Content
by Sonia Simone
Is the Novel Dead? Part Two
by Kelton Reid
How to Build a Business that Sets You Free, with Sol Orwell
by Brian Clark
Master Class: Lead Prospects Straight to Your Goals with an Appealing User Experience
with Pamela Wilson and Mary Shaw
Friday, October 7
Join Pamela Wilson and user experience (UX) expert Mary Shaw as they talk about how to structure your website so site visitors will understand (and be enticed by) your offers. Discover how your site structure can funnel people directly to pages that help you meet your business goals.
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