Yesterday, I shared with you the #1 most costly mistake when it comes to running holiday sales – “Sending too few emails.”
…and I gave you 2 solid proofs.
When I wrote that lesson, I knew I was going to get a lot of…
“But Wuyen…”
NO BUTS
I’m going to answer all your objections with a story I heard from Daniel Throssell (arguably the greatest email copywriter alive).
Daniel told a story about meeting the famous author Matthew Reilly at a meet-and-greet.
During that meeting, Matthew pulled out a newspaper with an article criticizing one of his books. Then Matthew pulled out another letter from a disabled teenage fan, thanking him for how much the book helped him.
Matthew concluded:
“This is why I do what I do … I don’t write for my critics. I write for my fans.”
Such a powerful line.
Same for you.
You are doing the promotional launch (whether it’s BFCM, Mother’s Day, or whatever event you’re promoting) for the FANS, not the critics.
Who cares if critics are mad because you send a few more emails?
Who cares if critics “hate” your stories?
Who cares if critics unsubscribe?
When you send more emails… more reminders… more stories during a promo… your true fans will love you even more…
…and more importantly, buy more from you.
To be continued…
– WYH