Why it is your duty to sell what you do
If I hadn’t laughed, I’d probably have cried.
I’ve been running some Facebook campaigns recently, which have been doing very well - getting lots of positive response and, hopefully, providing great value to my audience.
Anyway, a couple of days ago someone signed up to get a copy of ‘17 Ways to Grow Your Business for Free’. Let’s call her Val - ‘cos that’s her name.
I’m sure Val’s a lovely person and all that, but jeez…
She clicked through from Facebook and completed the opt-in form on my website at 9:47am.
She immediately received an email from me with the download link for the free guide.
At 9:53am she opened that email, didn’t download the guide but instead clicked ‘Unsubscribe’ and gave her reason for unsubscribing as ‘I never gave my permission to receive these emails, please report this as abuse.’
Can you explain exactly WHAT is going on in someone’s head that would prompt them do that?
Thing is, I absolutely wholeheartedly support Val's right to unsubscribe. In fact, I would positively encourage her to do so. If she doesn’t think I can help her, then I wouldn’t want to waste her time, or mine.
That’s not to say I understand why someone would opt out quite so quickly or aggressively.
And supporting her right to unsubscribe would never stop me offering her something that I genuinely believe will make a difference to her business. I’d be failing her otherwise.
The godfather of direct marketing, Dan Kennedy, maintains that if your refund rate’s not at least 10% you’re not selling hard enough. I’m not sure I completely agree with that.
But the principle’s valid, and it’s the same with email unsubscribes.
If you really believe the product you sell or the service you provide is as good as you say it is, don’t you owe it to your prospects to give them all the information they need to make a buying decision? Shouldn’t you give them every chance to get the benefits for themselves?
If you don’t believe enough in what you do, why should they?
You’ve got to be confident in what you sell - confident enough to put it in front of the right people as much as you can.
It’s not always a comfortable thing to do, I get that. And from time to time people will tell you to f%$! off.
But far better they do that than you not make the offer in the first place.
Good luck to 'em. And Val too. No hard feelings eh?