I have a friend who loves cars.
(weird opening, but I promise this has everything to do with marketing)
He would travel across the country every year to check out car shows. And no, he goes with his wife, so he’s not checking out the girls. He subscribes to every possible car magazine to stay on top of the industry. He scrolls through automobile blogs when he’s having lunch. He stops in the middle of the street when he spots a new model.
Now…
Do you think my friend would be “annoyed” when you send him more emails about cars?
Of course not.
But here’s the other side of the story –
My friend has a delicate tongue.
(or you can say he’s very soft on spice)
(or you can say he sucks at eating spicy food)
What would happen if I emailed him about the neighborhood’s greatest spicy restaurant? INSTANT UNSUBSCRIBE
Even if I only send one email a month, that’s one email too many.
Nobody reads emails.
People read what interests them, and sometimes it’s an email.
Cheering for you,
– WYH
PS – Brands often struggle to create a cult-like following. It’s not about “convincing” people how great their product is.
It’s about identifying people who already love what you have… and attracting them into your world.
This is how you build a list of subscribers eagerly wanting more emails (stories) from you. A cult-like following.