October 2019

Too Many Emails from Brands

You Could Have Kept Me if you Gave Me a Choice

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There are many companies that I like to hear from through email. I like a good deal, and want to know about upcoming sales. I also like to stay in the loop on new technology, and trends in the world of branding, marketing, and communications. However, most brands don’t let me control the amount of content they send to me.

That’s a shame, because I often want to stay in touch. But I get too much email at home and at work, and I’m tired of weeding through the marketing emails in order to get to the messages that truly need my attention. Retail brands are especially aggressive in this regard — does anyone really want a daily marketing email from a company they just bought something from?

So, unless you give me the opportunity to limit the amount of email you send me, I’ll unsubscribe. The brands that give me the option to reduce the frequency of communications as part of the unsubscribe process usually keep me as a subscriber. Those that don’t lose me forever.

If you’re a marketer, consider the power of choice and give it to your subscribers. You’ll keep more of them engaged over the long term.

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Brand Messages Need to be Focused

Don’t Be Afraid of Focus

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Focus is sometimes scary because it means potentially missing out on something else. 

But if you’re not focused, you won’t connect with the human beings you want to connect with on the level that makes you engaging and credible. This is true in business and life in general. 

Think about it. When you’re distracted, you can’t participate fully in the task at hand, whether it be a conversation with a loved one, or a personal project you’re working on by yourself. 

In business, when you’re distracted, the noise you create makes your messages unclear. Clients and customers won’t spend much time figuring out if you’re the right fit for them. You need to tell them clearly and quickly.

I’m not saying that we can’t be visionary, entrepreneurial, or open to new opportunities. Just be sure that your communications with colleagues, prospects, and customers are focused and tailored to the human beings receiving them.

Photo by Joyce Romero on Unsplash

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Parents are a Model of Leadership

Parents and Leaders

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I was recently asked a simple question by a colleague: “Who do you admire?”

Wow, what a loaded question. I admire many, many people—they are mentors, good friends, and talented colleagues. I also admire several artists, musicians, writers, athletes, and educators. The people I admire most are those I find talented, honest, kind, and giving. I also admire people who have the courage to lead, whether they are the type that does it quietly or the kind that enjoys the spotlight.

But when I think about who I admire most, it’s probably parents. I don’t have children myself, but when I look at parents today and consider the magnitude of the task of raising children in a world that seems to be moving faster than they can possibly keep up with, I have to give them kudos for being the leaders that they are.

Parents love through the times when those they lead are the most unlovable, guide their children to do what’s right even when it’s not easy, and sacrifice their needs for the health and success of the family. They show up every day, teach and train, troubleshoot, motivate, and lead by example. 

A good business leader shares a lot of traits with a good parent, don’t you think?

And while there are some essential things that make a good parent, everyone finds their own unique way to perform the role. Just like the best leaders.

Photo by Kelli McClintock on Unsplash

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