Recently a friend of mine forwarded me an e-newsletter she subscribes to. She saw an entry that might interest me. She was right, I was interested. The newsletter talked about hiring writers if you need help developing content to keep your business visible.
The person whose newsletter it is, works locally so I went ahead and sent them an email introducing myself. I told them that I’m a local writer and would be happy to meet with them sometime.
Their response back was a conversation stopper. They had no need for a writer, their marketing department develops the newsletters, and my invitation to meet in person was ignored.
So in other words, this person is sabotaging their business’s marketing efforts.
I question: Why bother sending out newsletters if this is the response you give when someone reaches out to you?
What Went Right
The newsletter itself did what it was supposed to do. Someone on the mailing list received it and forwarded it to someone else – extending the reach of the original marketing piece.
The newsletter elicited a response from the reader. The reader actually sent an email to the person who sent out the newsletter.
This is the response that you want from a newsletter. You want your readers to reach out to you with comments, feedback, questions, even an invite to grab a cup of coffee. Your newsletter is helping you build relationships.
What Went Wrong and Why
I’ve touched on what went wrong. The “sender” of the newsletter cut short any potential for a relationship.
It seemed like the person didn’t know what was talked about in the newsletter.
They were not ready to respond thoughtfully to any interest the newsletter might create.
Instead of taking a grateful appreciative approach, they took the “don’t bother me” one.
It’s all too easy to take them up on that sentiment.
The lesson here is to be gracious and engaged when new contacts reach out to you. Make your goal nurturing relationships instead of stomping on the seed.