During the summer, particularly in August, we notice our Sunday New York Times newspaper (I know, a physical newspaper; how arcane!) has gotten substantially slimmer.
As an original New Yorker, I always laugh that the paper has become “Hampton’s Thin,” referring to the beach towns the slim, beautiful people from the City head to during August.
Consider our conversation today to be our version of August “Hampton’s Slim.” Valuable…and to the point!
In your emails, websites and other marketing opportunities, two requests are usually presented to your customers:
Get and Do
Get requests are great. The reader has an opportunity to receive something, usually for free. Most of us want to “get” something. Get is a good thing…kind of like a present.
Do requests must be measured. Do means you want the reader to take an action. Do requests usually feel like (“feel” being the key word) a commitment. Do requests feel like they come with risk.
Examine your emails, website and marketing materials. Check your language. Are they over-filled with “join,” “subscribe,” “register,” and similar Do commands?
Add more “Get” and fewer “Do” requests, and your customers will step into your world much faster.