Lately I've been noticing a number of organizations sending out special brand communications that shout, "It's our 21th Anniversary" or "We Announce Our 8th Year in Business." And these aren't even major anniversaries like the ones that end in a zero or a five. Yet some marketers think they warrant a special communication to potential clients. Would you read that e-mail or newsletter? Do you have time?
Join the W.I.F.M. It's the most important radio station that I know of for smart marketers. And it stands for "What's In It For Me?" That's what you must always consider as you think about the reasons for sending out brand communications. Waste your possible customers' time and you may not get another chance to have their attention when you really do have something relevant to say. The most welcome communications offer valuable information that help people do their jobs better, more efficiently or more happily. Offer one of those things as part of your message and you will be welcomed back with open arms next time you reach out with a brand communication.
Join the W.I.F.M. It's the most important radio station that I know of for smart marketers. And it stands for "What's In It For Me?" That's what you must always consider as you think about the reasons for sending out brand communications. Waste your possible customers' time and you may not get another chance to have their attention when you really do have something relevant to say. The most welcome communications offer valuable information that help people do their jobs better, more efficiently or more happily. Offer one of those things as part of your message and you will be welcomed back with open arms next time you reach out with a brand communication.
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