Why I Love Unsubscribers

I have big list.

That’s not a boast. It just is.

The email circular list I send my newsletter and other e-based mail-shots to I add to pretty much on a daily basis.

This blog is not a master-class on list building, suffice to say I use all the regular and legitimate methods to add subscribers and send them information about AV Resilience.And every time I send a circular via my list I get emails back stating “Someone has unsubscribed from the AVR Prospect List”.

And you know what? I am glad about this.

 

Yes it’s true. I like people to say. “No thanks, not interested in what you do, or can do for me”

Now at this point you are most likely saying: “Oh come on Iain no one likes to be told that someone is not interested in what they have to say”. Well yes, agreed, I’m only human and there is that email slap in the face of seeing someone clicking “no thanks”.

But that’s the whole point.

800

I was told a story a while ago, by a business mentor friend, a “sit-up and smell the coffee” example of why quantity in business is not the important issue we perceive it to be. When he started out on his business mentoring path, in spite of the years of business experience he had, he knew he needed to spread his message about his service. So he joined business networking group after business networking group. He went to breakfast clubs until he was sick of the fry-ups. He went to after work get-togethers, so much so he was never home for dinner. Not only did these groups take up a lot of his time, but it was costing him a fair sum too.

 

"Look how many of these I've collected though"

He came home one night, late as usual, to find his wife waiting for him with a letter on the kitchen table. It was from their bank saying they had gone over their overdraught limit and where demanding funds straight away.

“How much have got from all these networking events you have been to?” she asked. And by much she meant real, bankable, money. Not leads, prospects or “Let’s meet-up for coffee sometime”

“Um. Not much” was his reply “But I do have all these business cards of potential clients.”

“How many is that?” she asked.

“800” He replied

“And have you got any work from them?” At all?”

“Er no” was his embarrassed faced-with-the–stark-truth reply.

From then on he and his wife developed a targeted campaign to get business, ignoring the “business card harvesting” he had been doing and going for quality not quantity in lead generation.

And he hasn’t looked back.

NOT INTERESTED

And that’s my point when I say I like unsubscribers. We must all realise that. No matter how bloody-brilliant our product or service is: We know it’s great, your clients know it’s excellent.

But some people, in fact, more people than we care to admit, ARE NOT INTERESTED IN WHAT YOU HAVE TO OFFER.

Perhaps never have been, never shall be or perhaps not right now (and when they will be interested even they don’t know).

 

"Nope, and never will be thanks"

So whilst I build my list, expanding the pond that I can throw my net into, of those that unsubscribe I know that I do not need to waste further time in communicating with them.

And that’s a good thing because the ones that DON’T unsubscribe I know are interested in what I have to say, like to be informed about what AV Resilience does and is doing and, when the time is ready for them to buy, will consider AVR over all the other suppliers in said pond.

Of course I do look at the unsubscriber list and it surprises me sometimes who has clicked “no thanks”. Companies and individuals who are an exact fit for what I offer and would certainly buy from me if a need arises but are now not likely to as I will not be in the forefront of their mind when they do make a buying decision.

But I console myself with the fact that that’s their loss, as some will make a purchase of a lesser quality product or service than the one I offer.

But at least I won’t have my desk drawer stuffed up with all their useless business cards.

Iain Betson