I’m one of those people who like to subscribe to almost anything. If I come across a website or blog that I find valuable in any way, I will usually subscribe to their newsletter, if they have one available.
However, more often than not (actually, about 95% of the time), I end up unsubscribing.
Why? I find that a lot of these people sending out a newsletter are just trying to sell you their products, or other people’s products!
They are really just internet marketers, and although they may provide some value, and their website content could be quite good, the emails are all about buying this or buying that. A big one is the dreaded “webinar”. I love the idea of a webinar – people connecting with like-minded people from all corners of the globe to learn, share and discuss ideas, thoughts and strategies. That’s fantastic, right?
Well, usually (again – about 95% of the time) that webinar is only a glorified sales letter. Just once, I’d like to be on a webinar and NOT have them try to sell me something or sign up for something at the end of it.
I realize these folks are only trying to get their product or service out there, and I’m all for that.
I believe, however, that they would have a lot fewer UNSUBSCRIBES if they didn’t try to push their stuff on people all the time.
The better way? I think a much more pleasant, accepting method would be to provide something of value in a newsletter, once a week for example, and build a relationship with the reader. Build a community of subscribers, sharing and learning from each other.
Then perhaps 2 or 3 times a year, send out a newsletter (or have a webinar) selling a product or service.
People would value a newsletter (and its author) much more if they thought they actually cared for the reader.
Once the author has that trust built, people would be less inclined to unsubscribe. I think a good ratio of valuable content to sales pitch should be approximately 8:1 (10:1 would be even better).
There are people out there doing it this way, but they are definitely the minority. A couple of my favourite bloggers who embody this ideal approach are Seth Godin and Randy Gage. (Click their names to visit their blogs.)
I’d love to hear your thoughts on this too. Please leave a comment if you feel so inclined.
Peace & Blessings,