Want to take a break from marketing?
Check out this book entitled:
Enterprising Americans: A Business History of the United States.
If you want to download it free (completely legally), reply to this thread and I’ll show you how.
In his book, Purple Cow, Seth Godin discusses the concept of “sneezers”.
“Sneezers” are “experts” who tell all of their friends and colleagues about a new product or service, and are perceived authorities in the area and are therefore influential.
The book is worth reading just for the discussion of “sneezers”.
What relevant does this have for your email marketing campaigns?
In fact, email is the perfect medium to capitalize on the “sneezers” tendency to “spread” the virus. Email is so very simple to forward to any number of people, adding one’s own comments. And today, of course, almost everyone has email.
You can understand why the ease of forwarding makes gives email a nudge over paper-based communications in many applications. If you happen to hit a “sneezer” at just the right time, you can have influence far beyond your original prospect list.
These principles should not be restricted to business. I belonged to a service organization that insisted on mailing a monthly newsletter with news and training opportunities. I asked why email was not used, citing the lower cost, instant delivery, and ability to forward. I argued that the newsletter could be much more effective and we could save money at the same time. Predictibly, my concerns fell on deaf ears.
For the service organization to which I belonged, there was not much at stake. But my story illustrates how organizations can get trapped by inertia, doing things the same way they’ve always been done and not taking advantage of new opportunities.
In the book entitled:
Permission Marketing: Turning Strangers into Friends and Friends into Customers
Seth Godin carefully explains his concept of getting customers to buy-in to receiving more communication from you. What I like about Godin’s approach is he realizes that business transactions are basically just a relationship between two people, at some level. Therefore, principles at work in personal relationships can also be applied to the business arena.
The books has been around for a while but is worth reading. I don’t know of any source that explains permission marketing better.
When building your email campaign or strategy, don’t get so bogged down with the technical details that you lose sight of the relationship aspect.
This book has had a profound impact on how I think about marketing, and I believe it will have the same impact on you.
Although the famous book by Thomas Stanley and William Danko,The Millionaire Next Door is over ten years old, the message of the book is more relevant than ever.
The way most people think about wealth is wrong, and that is why they are not wealthy. They don’t save, or not nearly enough; they don’t build equity; and they fail to live within their means. In all, the authors identified seven characteristics of the wealthy in the United States.
I would summarize all of these characteristics as: self-disciplined single-minded persistence in achieving long-term financial independence, by offering genuine value to customers and getting paid handsomely for it.
There are many lessons to be learned in this book, but you won’t learn them if you don’t read it!
Bottom line: success leaves traces, or tracks. If you have a goal, find others who have achieved what you want to achieve and study what they did to get there. You will find that method much more satisfying than reinventing the wheel.