Anyone can offer discounts. Flash sales and “members only” offers are as easy as plugging in names into a database and pushing out automated emails to a select group of probable buyers. Do those strategies work? Sometimes.
But, if your whole business is built off the back of a database and email marketing, you’re bound to face disappointment when people stop opening your emails and buying the nonstop “discounts” you’re pushing at them.
Those strategies achieve increasingly worse results the longer you use them.
You find out that the flash part of the sale isn’t so flashy anymore. Being a member doesn’t seem like all that great of a benefit anymore.
Your customers get annoyed. You get full results. No one is happy.
The only way to fix this is to care more. Not about the results that you’re getting, but about the people you’re messaging to.
Caring is transformation. It impacts the words you use and the strategy you deploy . Everything.
People know when you care. We’re wired to know when someone’s genuinely interested in us rather than simply trying to sell something.
Think about that when you’re trying to get better performance.
- Caring more might mean sending fewer sales emails.
- Caring more might mean sending more personal emails.
- Caring more might mean only emailing some of your members some of the time.
- Caring more might mean that you’re less gimmicky and more honest.
- Caring more might mean that you develop a sense of humor.
- Caring more might mean you have a few extra support people to answer questions.
- Caring more might mean you follow up as frequently as you pitch new offers.
There are a lot of ways to care more.
Most of them make great business sense on their own.
But just don’t forget that caring isn’t something you can fake. It’s an attitude. It’s a way of executing the strategy you already have.
Instead of reinventing, start caring. You don’t have to throw away everything you’re doing for the trendy idea of the day.
You probably just need to care a little more.