Let them find the exit

You walk in to a pizza place. The girl behind the counter says…

“before we get started, there’s the exit. Feel free to leave at any time if you don’t want pizza from here. Do you want to leave? You decided to have pizza a little while ago. if it’s not still the best choice for you, there’s a nice salad place next door.”

or

“If you’d really like our pizza, here’s the address you gotta go to.”

or

“I know our doors are open and there are people here cooking pizza, but you cannot eat a pizza. I’m so glad you’re here because we want to tell you about the pizzas we’ll have in the future.”

this is about newsletters

This is what I see entertainers doing with their email newsletters and other promo stuff. They say “It’s been a long time since i sent out an email. Feel free to unsubscribe if you don’t want to recieve emails.” or “if you want to be on my email list, subscribe here” or “my newsletters are going to be about…”

  • recipients aren’t gonna want to take extra action for an unsure future email
  • recipients don’t need to be pushed away
  • recipients like getting good things

If we have something to offer with our email blasts, we gotta just give it to them. Give them incredible value and then leave them alone.

Deliver with confidence

Confidence is a real gift. The pizza person who says “Come in, I’ll try to hook you up with some great food!” is a wonderful thing. Confidence is contagious and we like to feel confident. Welcome people in.

We know where the exit is.

Make your unsubscribe button really clear and easy at the end of the email so people can find it.

Promoting the unsubscribe or making it hard to stay subscribed is like promoting the bathroom in the middle of the performance

Take action: send out the best email blast of your life!

Something that makes people want to talk about the email they just received.

Written for folks who want to attract and energize groups

Scot Nery is an emcee who has helped some of the biggest companies in the world achieve entertainment success. He's on an infinite misson to figure out what draws people in and engages them with powerful moments.

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