I get scores of really important emails every day. I call them important, yet none of these marketing messages are of any importance to me.
They’re typically irrelevant and of literally zero interest. They are only important to the people sending them!
I know you receive these emails too. The amazing offers, which are not amazing in any way whatsoever. The poorly targeted offers, which aren’t even applicable to you. And let’s not forget the masses of automatically generated spam.
Here’s the thing: If your important news is only really important to you and your business, you’re not marketing to people. You’re interrupting them! And if you do that a second time, you go from interrupting them, to pestering them.
That’s not a good look.
How to get it right
Create something genuinely interesting, which is important to your prospective clients or customers. Then, only send your message to people who have given you permission to contact them, and who you know have a genuine need for that important information.
It’s hard to overstate the marketing power of a valuable message, sent to people who want to hear from you. It’s how you create the best marketing… marketing that’s so useful, people would miss it if you stopped.