Have you ever tried Austin BBQ?
It’s one of the most incredible experiences.
The knife slides through the brisket. The bark cracks with a crisp but the meat spreads like butter.
You tear off a piece.
Juicy. Smoky. Rich. Peppery.
It almost melts in your mouth… leaving just enough texture for you to savor.
This brisket is the love work of 12 smoky hours.
Now, what if…
Suddenly
You have a bright idea.
“Hmm, I wonder what will happen if I… take the meat off the smoker for a few hours… go “cool down”… and throw it back in the smoker like nothing happened?”
Aaron Franklin, the pitmaster at Austin’s most famous BBQ restaurant, will hunt you down and murder you.
Because you just ruined a perfect piece of meat.
But the funny thing is…
Most business owners (and marketers) are doing this same thing.
They start a promo.
Hype. Salesy. Flashy with their banner-like emails.
They even created 6 different variations for different segments.
(some segments as small as 352 subscribers)
THEN
They wait…
…and wait
…and wait
…still waiting
…”I’m waiting. Stop bothering me.”
*ding-ding*
It’s time to close the cart.
“Why didn’t I get more sales after the first two days?!”
PANIC
“We didn’t hit our revenue goal.”
“IMPORTANT ANNOUNCEMENT: We just extended our deadline for 2 more months so you can stop treating all our future deadlines seriously.”
No. The reason you didn’t get more sales is because…
You took the meat off the smoker.
You should be:
~ Emailing more
(no, I’m not going to say, “yOU mUsT dO dAIly eMAil” but you should send more)
~ Highlighting the deadline (and honoring it every time)
~ Put the promo front and center for every email
~ But make each email worthy of people’s time
To be continued…
– WYH
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