You Can’t Spam Your Audience

                          Image credit:  Smithsonian

                          Image credit: Smithsonian

Founders often tell me and Ed they’re wary of spamming customers with too much content.

It’s never going to happen.

Your clients and prospects don’t read every email and social update they receive. Even if they wanted to, they couldn’t. We’re all bombarded with content by an almost infinite number of brands and individuals. There simply aren’t enough seconds in the day or cells in the brain.

So, unless you’re sending several messages every day, you cannot spam your audience. And you certainly won’t spam them by emailing once a week with an update or a lovingly crafted blog post.

Of course, quality matters. If your output is lacklustre it will be interpreted as spam, even if you only communicate rarely. So, be sure to put some thought into it.

Holding back ideas and opinions through fear of overwhelming customers puts you at a competitive disadvantage. It prevents you from competing with other brands who are vying for their attention.

How can you engage your audience and sell to them if they don’t know you exist? How can you expect to capture the attention of a decision maker with one update a month, when they receive hundreds of emails every day?

To compete in a frantic world, stop worrying about spamming people and start thinking about how to reach them and make a meaningful contribution to their businesses and lives.

They’ll reward you for your efforts with their time. And their money.

Edward Rhys