This is a real story:
This happened in September.
One day, I received a brochure in the mailbox. (For Gen Z on my list, a mailbox is a physical metal box where you receive physical mail and letters… think of it like the ACTUAL real-world version of your inbox. *sigh*)
I picked it up with 2 fingers, headed toward the trash can…
Right before I drop someone’s advertising budget into recycling…
I skimmed over the cover and saw –
“Costco. September.”
Huh…
Fine. I’ll read it.
I flipped through the pages — not sure what to expect — when something caught my attention.
“[Brand] Vitamins C – on sale”
“Honey~~~ Is this the one you’re waiting for?” I shouted to Tracy.
My wife glanced at the picture and nodded.
“Well. Too bad. It’s on sale when we’re traveling in Japan.” I teased.
Tracy shrugged.
And told me she’ll just grab it online when the sales start.
…
..
.
Then, she forgot.
🤣🤣🤣
(Tracy: *^%!@4!@96 *censored*)
Not surprising.
When you’re dealing with a needy 17-month-old every day… and you barely have time to eat dinner… it’s impossible to remember “a discount is happening this week.”
This is the BIGGEST mistake I see with Launches.
(aka Promotional Campaigns)
(aka Flash Sales)
(aka Sales)
E-commerce owners THINK people are paying attention to their business… all day, every day.
When in reality, no one cares about your business but you.
No, I’m not saying this to be mean.
I’m saying this to give you the cold, honest truth.
You are the only one thinking about your business, product, and your sales all day.
Because THIS IS YOUR LIFE.
Other people? They are busy with their own lives.
Want proof?
Do you know how Matt Damon met his wife?
He was running away from publicity when he hid in a bar. He saw a young girl working in the bar and asked if he could hide there for a while.
She told him…
“Only if you work.”
Yup. She has zero idea who he is — despite being a world-famous actor.
(she probably thought he was crazy)
Now…
Are you more famous than Matt Damon? I doubt it.
So… why would you think people are thinking about you all the time?
That’s why I laugh when business owners send ONE SINGLE email during a promotional launch and claim:
“I don’t want to annoy my subscribers.”
“I don’t want to be salesy.”
“I don’t want to send too many emails.”
No.
What you’re really saying is…
“I don’t want to make too many sales and accidentally grow my business.”
Because you cannot send too many emails.
Rule #1 in email marketing –
The more you send, the more you’ll make. Guaranteed.
(You can send too many boring emails… we’ll talk about this in another email)
To be continued…
– WYH