PSA: Yesterday I said that I would ‘send 5 to 7 articles daily’, but that was a typo. I meant ‘weekly’, obviously.
Saw an article that explained the ‘new’ form of email marketing, recommending we all use it.
They called it NaaS: Newsletter as a Service.
Which is a pretty nifty idea, but of course it’s nothing news.
In fact, value-based marketing has been around for ages.
For example, the John Deere tractor company was in bad weather sometime in the last century. I guess someone had figured out a better way to market horses.
Anyway, they did something clever:
They started a magazine for farmers, with actual, proper content. Articles and tips and instructions, on how to work the land and all the things that go with farming.
Obviously, farmers loved receiving the free magazines.
And obviously, John Deere made sure that any reader would see the advertisements of the tractors they made.
Double win: you create marketing that is actually useful, and people don’t mind that there’s also a product or service offer.
Sound familiar? Of course. It’s exactly what these daily articles are about. Hello.
It’s service first (for me, writing these is a public service in itself) and marketing second.
And since you read this, apparently that’s a method that works and delivers value.
This is nothing new – the only new thing, is that marketing and sales degenerated into pushy, sleazy, and often unethical ‘squeeze ’em for all they got’ practices.
That doesn’t make marketing bad – it just ended up being abused by unscrupulous folk.
Marketing done right has value in and of itself for your reader.
Whatever way you want: inform, entertain, inspire, teach, or mix it up… you can easily take the conversations that you normally have with buyers face-to-face, and create content (articles, audio, video, slideshows, photos) that *gives* people something.
And if you do?
Then people give you permission to also market your work.
That what I do, in these emails?
TOTALLY something you can do for yourself.
And, I’ve never seen a client take on email marketing (and stick with it!) and not have it lead to business growth and sales.
Oh sure, you’ll need to be growing your list.
And yes, it takes time before email marketing reaches the tipping point of probability, but personally, I don’t mind that.
I’d much rather plant and nurture an orchard, rather than go picking apples.
Also published on Medium.