Archives For Justin

Top-of-Mind Mondays

  • Was last night’s game the second-most lopsided college football championship ever? Yes. Yes it was. Sorry, Notre Dame fans, but that was a drubbing.
  • Here’s what happens when you ask people to leave your email list.
  • Congrats to my friend and fellow church communicator, Scott McClellan. “Oh, the places you’ll go!
  • Win one of five copies of UNTITLED by Blaine Hogan. Blaine’s the jam.
  • 7 thoughts from a recovering pastor. (This post is so, so, so good.)
  • Book Yourself Solid is capturing my attention lately. If you have a services-based business (e.g., consulting, coaching, etc.) you need to read this book.
  • If you’re interested in a social media career and would be up for moving to Nashville, please let me know.
  • Five marketing tactics you’re wasting your time on.
  • Marketing predictions for 2013. Pay close attention to #2. Banner ads have had a good run, but they’re going the way of the dodo. If you generate income with banner ads, it’s time to diversify your revenue stream (information products, speaking gigs, etc.).
  • In my mind, critical thinking skills are fast-becoming the most valuable intellectual assets to possess. If you’re looking to sharpen yours, check out this book. It’s a little pricey, but it’s the best book out there on the subject (plus, you can get a used copy for cheap!).
  • A friend sent me a text over the weekend. It said, “I want to encourage you. Your email newsletter is one of the catchiest, clearest pieces of communication I receive.” If you want to know my secrets, join me this week for the Email Effectiveness Webinar.
  • Below [REDUX]: How do you know if your church website is effective? Please take a few moments to share your evaluation criteria. 1

Church Website Metrics Tracking

Learning what's important for church websites.
  • In other words, how do you know if the website is effective (e.g., more people visiting the "I'm New" section, greater involvement in small groups, more online class registrations, etc.)

Notes:

  1. If you can’t see the survey,click here.

Walk on by.

An artist’s biggest enemy isn’t the critic. It’s the apathetic passerby who doesn’t give their creation a second look.

That’s why I started out 2013 by asking people to unsubscribe from my email newsletter list.

Yep, you read that right. I asked people to leave. Why? Because, as an artist, nothing bothers me more than apathy.

Email isn’t my canvas, but communicating digitally with people is.

There is a skill involved in crafting subject lines that grab attention.

It takes an artist’s touch to build a newsletter that people don’t immediately delete. Crafting valuable digital communication pieces is the art I create.

Here’s Your Chance!

That’s why I sat down and penned an email giving people permission to leave my newsletter list. Here’s a portion of it:

Most folks would think I’m crazy for doing this. But “value” is the name of the game around here and if THINK DIFFERENTLY isn’t valuable to you, you should be free to leave.

It’s not that I want you to go. I just know how easy it is to hit “DELETE” on emails you don’t enjoy anymore, rather than unsubscribing. I don’t ever want to add more noise to your inbox, so now’s your chance.

2013 is going to be an amazing year. This newsletter will be filled with exciting news, giveaways, previews of my new book, and beta testing opportunities for upcoming projects, all wrapped in my finest attempt at self-deprecating humor.

That said, it would be foolish of me think that each and every one of you would be interested in those things. Neither of us gain anything if you’re not here by choice.

Think of this opportunity as a chance to purge your inbox if it’s become too cluttered. I want THINK DIFFERENTLY to be a breath of fresh in your life, not something you dread (or worse yet, ignore).

I wanted to share some lessons I learned from the experience. Some good, some bad, and some just downright ugly. Feast your eyes on these!


1. Don’t Ask People to Unsubscribe Unless You Mean It

Here’s a very important lesson I learned: You shouldn’t ask people to unsubscribe from your email list unless you’re prepared for them to do so.

Ironically, the open rate for the unsubscribe announcement was the highest of any campaign I’ve ever sent. It could be because of the subject line, though. A very simple:

Please unsubscribe!

I wrote something to catch people’s attention, regardless of where they were at.

The harsh, humbling reality is people took me up on my offer. Lots of them. Here’s a look at the unsubscribe averages for the unsubscribe campaign, my list average, and the industry average:

Look at 'em go!

Look at ‘em go!

If you’re not good at math (like me), that’s a 736% increase in unsubscribes. Ouch.

But truth be told, this is why I sent the email in the first place. My philosophy on email is very simple: Respect the inbox. If people aren’t finding value in my newsletter, they deserve to not have it clutter up their inbox. It’s that simple.

I know how many times I hit “DELETE” on newsletters instead of taking the extra two seconds it takes to unsubscribe. This, ultimately, hurts both me and the person or organization sending the email.

It hurts me by:

  • Not unsubscribing from unwanted emails takes away time from other things. Even if it’s a few seconds, you multiply that by a few dozen or so emails per day and the time starts stacking up.
  • Not unsubscribing builds up resentment. This may sound strange, but when someone sends me an email I don’t want, the thought in my head is, “Why won’t this dummy stop sending me emails!” Of course, they can’t hear the thoughts in my head (yet), so the logical course of action would be to unsubscribe. But I don’t. Why? Because I’m lazy. Give me a blatant option to jump ship and I will.

It hurts the person/organization by:

  • Skewing statistics. Email open and click through statistics are, admittedly, an inexact science. But many publishers depend on them to give a general sense of effectiveness. Some email clients make you open the email to delete it. This, in turn, will show up as a positive open to the publisher, giving a “false positive” of sorts.
  • Resting on their laurels. If someone believes falsely what they’re doing is working, they are less likely to make changes. This, I’m afraid, is the human condition.
  • Duplicate subscribers. Any list offering a free resource will have people who sign-up with multiple email addresses. I’ve seen it happen more times than I can count. As an email marketer, you want to get as close to reality as possible. One person with eight email addresses on one list is, unfortunately, not reality. Close the gap.

Bottom line: We all get enough email garbage. I didn’t want some of my most valuable content getting thrown on the heap.

If you haven’t done so, sign up for my newsletter here.

2. You Cannot Please Everyone

This was an important lesson for another reason. People will find their way into your newsletter list through different avenues. Most will stay, some will leave. This is completely normal and consistent with the order of things.

Some folks will get on board to grab your free resource and jump ship the next time you send something. Let them jump.

Some folks will sign up and, when you give them a chance to unsubscribe, write and tell you you’re being offensive. No joke. Here’s the actual quote from a reader:

The letter asking me to unsubscribe was offensive.

I’m not sure what’s offensive about giving people a chance to declutter their inboxes, but there you have it. Again, Let them jump.

This serves as an important reminder to stick to your mission and execute without fail. Your job is to produce valuable content—information, deals, and exclusives that you yourself would be pleased to have show up in your inbox. People will come and go, but your purpose must remain true.

I repeat: Let them jump.

3. People Can Believe in You and Still Not Subscribe

A reader wrote in the unsubscribe comment box:

Good info but seem to be bombarded by emails from many different sources! Keep up the good work!

I appreciated the sentiment behind this. Why? Because people are still on my team even if they don’t get my monthly newsletter.

It may sound silly, but there was a time when I took unsubscribes personally. I know, I know. “But Justin, your worth isn’t in what you produce it’s in who you are…blah, blah, blah.” I get it. But each email newsletter I wrote felt like one of my little babies, sent out into the world, just trying to make it on its own.

An unsubscribe felt like a big, bold red stamp over the forehead saying, “FAIL!” And no one likes to fail, let alone an artist!

Now, I receive comments like the one above with nearly every newsletter I send out. (Which is why, by the way, I’ve made unsubscribing easier. No one should be coerced, forced, or tricked into staying on my list—especially if they don’t want to be there.) Personal interests come and go. Sometimes those interests shift out of the areas you write about. Don’t take it personally when they unsubscribe. Folks can be for you and have no interest in your content.

Conclusion

To sum up, here’s what we’ve learned:

  1. Don’t make the ask for unsubscriptions unless you’re ready for a wallop. People will take you up on your offer!
  2. You will piss people off no matter what you do. This is a hard lesson to learn, especially when folks opt-in to your list, but it’s important. Once you get past this, it’s smooth sailing. For reals.
  3. People can like you and not read your newsletter. We shouldn’t need to be reminded of this, but many of us do. Say it with me, “I am not what I produce—including my email newsletters.” Got it? Good.

What about you? What are some of the things you learn as you create?

Want to get more inertia from your email newsletters? Join me for Email Marketing for the Rest of Us, a webinar focused on amping up your email efforts!

Pigeonholed

People hate feeling backed into a corner.

Think about it. When someone hunts you down and demands something from you, how do you feel?

Frustrated?

Cornered?

Helpless?

Angry?

If you’re anything like me, it can be any one of those–or a bubbling, volatile mix of the four. Something rises up in me that says, “I don’t want to help you out of principle.”

Don’t Assume People Want to Help

I get emails from time to time from people asking for help. You do too. I don’t mind helping out–I quite enjoy it, in fact. I just need to be able to help on my own timetable.

I also need the option to help in the most appropriate way. There is nothing worse than being cornered by an email proposition and feeling guilted into a “yes.” Presumption kills!

Similarly, when I make an ask from someone, giving them space to say “no” is key. Ironically, this makes people more inclined to help out.

It’s easy to think the projects and topics we’re passionate about are on the top of everyone’s list as well. Only, they’re not. Like, ever. People are busy with their own things. But folks more likely to help you if you respect them and their inbox.

How to Get a Response From Nearly Anyone

If you want someone’s help, expertise, or otherwise need something from another human being, I’ve learned that options are key. Give people an option to commit to your ask or gracefully say “no, thanks.”

There’s a formula for letting people off the hook. It looks like this:

Your Ask + Other Viable Option = Opportunity to Gracefully say “No”

This way, you’ve respected the person you’re making the ask from and ensured if they agree, it’s because they want to. Not because you’ve guilted them into doing so.

As I mentioned, this positions people to say “yes” more often. Even if a person can’t help you with your immediate need, they’ll remember how you treated them if you need to make an ask again. Trust me. Respect goes a long way.

How to Give People Options

Here’s what it looks like in practice. Let’s say you’re emailing a person who inspires you. You’d like to invite this person out for coffee. Here’s how to write it:

Hey Simon,

I’ve really enjoyed reading your latest book, The Power of WHY. Amazing stuff.

I’m going to be in the NYC area next week and I was wondering if you might have time for a coffee? We can meet at Think Coffee in the West Village at 2p.

Is this workable for you or do you have previous commitments?

Please let me know what works best for you. Either way, know that you’ve inspired me with your words!

Thanks,

Justin

Another example I used with a coworker. We were on a tight deadline and I needed one last element to complete a project. Rather than sounding like a nag, I presented this option:

Hey Johnny,

Were you able to complete the TPS Report, or did you need more time before the deadline?

Let me know when you can. Thanks!

Justin

I didn’t want to shame my colleague (e.g., “WHY AREN’T YOU DONE YET THIS IS KILLING ME!”), but I also wanted to send the message hitting our deadline was important.

A Word of Caution

One last example. I’m writing a book and I’m going to need all the help I can get to spread the word. Building a list of friends who can help has been a blast. Here’s how I’m presenting the option to them:

Hey [NAME],

I could really use your help in getting the word out about The Social Church when it comes out in early 2014. Can I count on you to help me get the word out now or do you want to wait until we get closer to the publish date?

Let me know what you think. Thanks!

Justin

FOOLED YOU! Perceptive readers will notice there was no option in that example. I basically said, “you’re either going to help me now or later. Choose thine option!” It’s like going on “Let’s Make a Deal” and Wayne Brady saying, “choose between Door A, Door A, or…Door A!”

FAIL.

When you make an ask, make sure there are two (or more) viable options to choose from. People know when they’re being pigeonholed. Manipulating people into doing what you want will backfire.

Conclusion

Much like anything in life, you get out what you put in. If you put in respect–respecting people’s time, talents, and treasure–into your ask, you’ll get respect back.

Giving people an option nearly guarantees you’ll receive some sort of response. It doesn’t mean it will be the one that you want, but it does establish a line of relational credibility you can draw from later.

Respect people, respect their inboxes. Results will follow!

Want to get more inertia from your inbox? Join me for Email Marketing for the Rest of Us, a webinar focused on amping up your email efforts!