The Wrong and Right Recipes to Cook up Profits…


A self-proclaimed “email marketer” posted a diatribe on Reddit recently, accusing a biscuit company of “assaulting his inbox.”

He ordered some biscuits online, and then the biscuit company sent him, on average, five emails per week.

“Sending five emails per week is not the way to stay top-of-mind,” he declared.

He suggested sending “fortnightly” emails instead:

fort·night·ly /ˈfôrtˌnītlē/

  1. happening or produced every two weeks.

The “email marketer” (EM) advised: Most of those “fortnightly” emails should contain “interesting/valuable” content such as “recipes” and “icing classes.”

Send “occasional promotional emails at times of the year when I’m more likely to want posh biscuits (like Christmas, Valentines or the last time I purchased posh biscuits).”

So, according to EM, you should send two emails a month (all/most without any promotion) and send promotional emails a few times a year (maybe three).

Speaking of recipes…

EM’s advice is a recipe to sell fewer biscuits.

EM combined so many myths to whip up his profit-crushing recipe.

The myths…

Myth #1: That which offends me will offend everyone — as in, “I don’t like getting frequent emails. Therefore, frequent emails won’t work.”

Myth #2: “Interesting” emails are valuable. Promotional emails are not.

Myth #3: The less you send, the more you sell.

The truths…

Truth #1: If you don’t like receiving frequent emails, that’s OK. If you choose not to send frequent emails, no problem. But please don’t confuse your personal preferences with a business-building marketing strategy. Conflating that which you dislike/like with business strategies that are bad/good is a great way to destroy your business (see Truth #3).

Truth #2: If you run an honest business, your products and services provide value to those who buy. When you promote your products and services, you persuade prospects to recognize the value. You persuade them to act in their best interest. That’s not an imposition. That’s a gift.

If you treat promotions as UN-valuable, you devalue your products and services. You withhold your gifts. Plus, you train subscribers devalue your promotions. Your infrequent “promotional emails” will generate fewer opens/clicks and more opt-outs and complaints. Bottom line: If you send some emails that are “interesting and valuable” and others that are “promotional,” you’ll sell less.

Promote with confidence and pride. Stand behind your products and services. You will sell more, and your clients will benefit more. You will not impose upon those who buy. You will help them.

That’s why every email I send includes promotions. Every piece of story-powered content provides value. Every piece sells. Every piece includes a next step.

Truth #3: If you send interesting, captivating, relevant emails (that also promote your products and services), the more you send, the more you sell. Most people get offended and opt-out not because you send too many emails. They get offended and opt-out because you send boring, irrelevant emails.

Over the 20+ years I’ve been an email marketer, I’ve increased sending from monthly to weekly to three times a week to week-daily. Every time I increased frequency, opens, clicks, and direct replies went up. Opt-outs and complaints went down. And most importantly, sales increased.

That’s my truth. And that’s the truth for other marketers who frequently send captivating, story-powered emails.

My mission: Help you consistently and comfortably create content that captivates your followers and inspires them to buy…

…so you can create and send more (without writer’s block) and sell more.

Everything you need will be in my new membership community, Club Storyville, launching later this month. Stay tuned for details.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.