Why It Can Be Good To Push People Away
Now, I don’t think you necessarily need to push people away in your life unless they:
#1 Are crazy
#2 You genuinely dislike them
Or:
#3 Enjoy the newest Star Wars trilogy more than the first two trilogies.
But in terms of effective marketing, actively trying to turn people away from your offer (for some markets, NOT ALL, use common sense here, reach out to me if unsure) is something I am trying to introduce more often, not only for some my clients, but for myself as well.
A tactic I completely credit to old school marketer Ben Settle. At first I was skeptical, but then I wrote an email for a client that actively pushed people away - telling them all the reasons they shouldn't work with her.
It's been our best-performing email for the past 4 months now.
On that topic, I just recently I added this to my landing page for my personal newsletter:
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Note: I write daily emails, do not subscribe to this email list if you do not want to receive daily emails.
Double Note: If you do not have the attention span to read a full email you will not get any value from this.
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That alone will turn away a vast majority.
On top of that:
Even if people DO sign up, I have a double opt-in on my email list.
Meaning: if you do not confirm your subscription in the email you receive right after you sign up, then you won’t receive any other emails from me, not a single one.
Believe it or not, a decent amount of people don’t confirm their subscription.
At the time of writing this, 20+ people from my list haven’t.
What I’ve learned:
The person who can’t be bothered to confirm their email (a blatantly easy task) was never going to read my stuff anyway.
The person I “trick” into signing up by not mentioning I send daily emails gets upset 3 days in and reports my emails as spam.
A person who does not have the “attention span” to read an email the length of a page of a book (sometimes half of that) is not the type of customer I would like to attract.
Aside from my services, even if I had an offer to sell to them, they wouldn’t touch it with a 10 foot pole. Nor would I want them too. If anything I'm doing them a favor. I’d much rather have 5 customers who appreciate the offer for what it is and are likely to refer their friends (who will also use it for what it is) then 50 customers who buy it and disregard it shortly after.
Gavin
This blog came from my daily email list, if you want to sign up for that, you can check it out here. Note: If you choose to sign up, but do not confirm your email, you will not receive emails from me.
Ben Settle’s Email List: https://bensettle.com/
