September 27, 2017

How to arrest attention (pun intended) using social media.

This is a complaint I hear often:  We put a ton of time into social media and it’s like nobody is listening.  And then they blame the algorithm.

Poor things.  I feel like a therapist when I pull them aside and hit them with some radical candor:

Psst.  It’s not the algorithm.  It’s YOU.

Because the way most brands do social media, nobody IS listening.  Most businesses – at least in my industry, which is travel, tourism, and hospitality – do their scheduled, obligatory posts like clockwork… often carefully vetted in advance by executives who crave control over all marketing messages.

That’s the key issue right there:  the forum of social media rewards nimble and impromptu risk takers, and penalizes scripted, safe automatons.  And I don’t mean the algorithms reward and penalize…I mean the audiences.  Algorithms do indeed shape who sees your stuff…but algorithms are influenced by audiences.  If enough folks engage with your stuff, the algorithm rewards you handsomely.

Here’s a magnificent example.  The Lawrence Kansas Police Department sells these t-shirts:

Twitter shirt of Lawrence Kansas PD

And if you spend just 10 minutes scrolling through their Twitter feed, you’ll be rolling on the floor howling with laughter.  And then you might even click “follow,” despite the fact that you live nowhere near Kansas.  I did.

The population of Lawrence is around 95,000.  The Lawrence Police Department has a Twitter following of 63,000.  If the New York City Police Department wanted to have the same ratio of followers-to-population, it would need 5,610,000 followers.  It currently has 431,000.

And engagement with LKPD tweets is absurdly high…a recent tweet got 550,000 likes and 174,000 retweets.  Reading that will make lots of social media marketers swoon with envy.

Why is the engagement so strong, and why is their social media effort so successful?  Five key reasons:

  1. It’s not just an obligatory marketing tactic…it’s used as a tool and grounded in solid purpose (connect with the community and make them want to listen to the police). That North Star anchors their entire effort, so it never loses its way and becomes white noise.
  2. It’s an ongoing dialogue, happening in real time.  Even promotional messages feel natural and organic…not scripted and salesy.
  3. They promote the bejesus out of their social channels every chance they get, even offline (see t-shirts above for living proof).
  4. It’s entertaining (and therefore shareworthy).  Say what you will about human attention spans, but the fact is…we gravitate toward things that make us laugh and feel good.
  5. It persuades, not just informs.  Like so:

INFORMS = “Don’t drive around Road Closed signs into flood water or you may get stranded.”

PERSUADES:

Lawrence Kansas PD Tweet about Flooded Car

The bottom line is…they invest the time AND the risk AND the focus.  Social media – when done right – requires diving into the deep end fully clothed.

So, you may be spending a lot of time “doing” social media, but how exactly are you spending that time?   If you spend more time planning than actually engaging with audiences, flipflop that ratio and you’ll see a difference.

Or, you could just give it all up and become a Lawrence Kansas police officer.  It seems fun.

August 31, 2017

How my doctor can improve your marketing skills.

It was an innocent medical encounter, long ago, having nothing to do with marketing.  And yet, it yielded some of the smartest marketing advice I’ve ever received…and then passed on to others.

Eight glasses of water

Once an enemy, now a bestie.

At the time, I was overhauling my nutrition and diet strategy.  During my annual physical, the doc asked me how well (or not) I was adapting to the new habits I was aspiring to achieve.  I then let loose a tirade about how bloody hard it was to drink eight glasses of water a day.  Who drinks that much water?…I said.  I’m not a camel preparing for a desert journey…I said.  Water is boring…I said.  And on…and on.

The doc (very wisely) let my tiny tantrum wind down and then he quietly said:  “So just drink two.  That’s two more than you were drinking before and still great progress.”

Damn the man.  Did he have to be so sensible when I was so clearly irrational while detoxing from my soda-juice-coffee habit?  I instantly felt sheepish and agreed that yes, I could manage two glasses a day.

Fast forward fifteen years.  I’m sitting with an innkeeper client who’s got an overwhelming to-do list, and is ranting about the pressure of doing daily social media posts.  I’ve got a million things to do…he said.  I don’t have time to think of new things to post every day…he said.  Social media is annoying…he said.

Feeling like a wise old Yoda, I let his tiny tantrum wind down, and then I quietly said: “So post every other day.  Or three times a week.  The world won’t end.”

Here’s the thing folks.  We place requirements on ourselves that are meant to be guidelines…and yet we treat them as sacrosanct law.  Guidelines must be weighed against reality, and it’s often perfectly fine if a compromise is achieved.  Are daily posts on Facebook recommended for a brand?  Yes.  Is three per week still better than none?  Yup.

In marketing, frequency is great, but consistency is VITAL.  So, can’t do monthly newsletters?  Do them bimonthly.  Can’t do weekly blog posts?  Do them biweekly…or monthly.  Overwhelmed by trying to keep your Facebook, Instagram, and Twitter updated?  Pick one and really OWN it.

The point is this:  by trying to reach impossible and often arbitrary frequency requirements, you’re more likely to either…

  1. Fall behind and feel like you failed
  2. Freeze completely and end up doing nothing at all
  3. Check the box…but miss the goal

So…relax, people.  Be kinder to yourself.  Make consistency your priority, and then decide on frequency you can live with.  You can always increase when the rhythm gains a foothold in your life.  Case in point:  I’m up to an eight-glass-a-day water habit now.  I mean…it only took me fifteen years but still.  Progress.

August 10, 2017

What a difference a word makes (in marketing).

The gods of marketing were smiling on me that day.

While leading a group of Canadian culinary tourism delegates through Philadelphia on an educational best practices mission (what’s that, you say?…learn more here), we stumbled upon a stunningly artistic city utility box, like so:

Yes, I’m a ham. However, I’m also an educator by nature, so this box became a teaching moment. We paused here on our walk to discuss the power of surprises and the marketing opportunities that come from turning ordinary things into unexpected pops of joy.

When the spontaneous lesson concluded, we continued on our walk. And not five minutes later, one of the group exclaimed “Oh my god, look at that sign!”…and all the delegates from Taste of Nova Scotia turned toward the entrance to Sweet Box Bakery:

The exclaimer gave me a quick look, as if to say… “did you plan this?” I just dropped a small curtsey and said “I rest my case.”

Folks. Be surprising. Be fun. People notice.

Learn a bit more about Philly’s painted utility boxes here.

July 25, 2017

Why marketers hate social media.

If you’re reading this blog, you’re likely a marketer. Or maybe a business owner who worries about marketing. Or you – in some way – have a responsibility to make people want to buy/use a brand or product.

Poor you. Because this means you can’t enjoy social media like a normal person. Instead, this describes you:

You hop on to various social channels throughout the day (or maybe your eyes are just permanently attached to your phone) and you do stuff like…

  • Check to see how many new fans/followers are engaging with your brand/s
  • Check your ads and get annoyed they’re not performing better
  • Like, comment, share, and repost all things associated with your brands
  • Same for all the brands you may partner with, or in some way support
  • Study, notice, or obsess over the posts of your competitors
  • Check various hashtags to see if anything relevant to your brand is happening
  • Click through to media story links to see if there’s anything in there you can use
  • See things that give you ideas and wonder how you can do “that” for your own brands
  • Become fixated with the trending arc of a story that’s starting to go viral
  • Get seduced down the rabbit hole of exploring a story back to its origin

Sure, you see (and like) the occasional appearance of your friend’s new baby or your cousin’s dog. Isn’t that nice? Oh, he’s so adorable and she should…hold it. Did (insert hotel brand here) really just launch a new cocktail program that was written up in USA Today? Why theirs and not mine? WE have cool cocktails. I need to talk to our bartender about coming up with some new stuff right now.

When you think about it, it’s pretty insane. Social media ALREADY has the power to be domineering and addictive with its 24/7 access to up-to-the-second information. Handing that to a marketing-wired brain? It’s like throwing gasoline on a fire. The result is… no peace, no escape. Your brain switch is held in the “on” position, whether you like it or not.

Not only is this unfair…it’s unhealthy. And EXHAUSTING. And it may be time to renegotiate your relationship with social media. Here’s an experiment that worked for me.

  • Pick one social channel (i.e. Facebook, Twitter, Instagram, Snapchat, Pinterest…whatever)
  • Strip it of ALL associations tied to work: unfollow accounts you follow just to keep up with work/trend information, and remove (or from this point forward, stop posting) any posts related to YOUR work/brands/business.
  • Think about what you love and what brings you joy. Flowers, animals, food, technology, books, movies, fashion, nature, travel… whatever. Go seek out accounts to follow that bring your passions – and ONLY your passions – into your feed each day. Don’t cheat and just look up BuzzFeed’s list of “Top 10 Instagram accounts to follow in (category of passion).” Go explore on your own. Find the obscure accounts that are posting amazing things, but never make the Top 10 lists because they don’t have a marketing machine.
  • Take off your marketing hat every time you use that channel.  That’s now your “safe space,” where you get to just be a normal human being.  Post stuff you love, and allow that feed to make you smile every time you check it.

Yes, if you happen to be in a job that dovetails with your passions (as I am with travel), you risk falling off the wagon a bit. If you don’t have the willpower to resist obsessing over ideas, then don’t include that particular passion in your “safe” social channel. Surely you have other passions?

A few months ago, I tried this with Instagram. I unfollowed a ton of accounts (if you were one…sorry), and sought out a delicious mix of new accounts that ended up being roughly 40% dogs, 30% music, 25% friends, and 5% travel. And since then, my Instagram feed brings me nothing but joy.

Now, it feels wrong to derive so much joy from a social community and not give any back. So I thought about how I could contribute consistent joy to someone else’s feed. And since I travel for a living, my phone is bursting with more than 3,000 stunning images of landscapes and nature around the world. Voila. My Instagram “purpose” is to feed the travel passions of others, and my sole use of hashtags is not for marketing star power or tracking…it’s so people with those passions can find travel inspiration through my posts. I don’t have a strategy for building my follower base, and I’m not tracking any ratios or stats. I just engage with Instagram for pleasure. OMG. I’M A REAL, NORMAL PERSON. It feels awesome.

If you want unvarnished, unfiltered, unmarketed, unbranded, and often jaw-dropping nature and landscape photos in YOUR Instagram feed, you should follow me at @chrismirandahere. Fair warning: I don’t market Redpoint’s clients (or anything), I’m not a travel photojournalist looking to build a brand, I’ll never have a sponsor, never do a giveaway, and unless you’re a golden retriever (like Barney, for example, who lives in Germany and has stolen my heart), I probably won’t follow you back.

Because I rekindled MY joy with social media. Marketers of the world…are you ready to rekindle yours? Try it. See what it feels like to not care how a post is performing. #magical #freedom #bliss

July 10, 2017

Dogs + vodka + love = marketing.

I owe Tito’s Vodka a humble and heartfelt apology.

Tito's "Vodka for Dog People" Ad

Walking thru LaGuardia Airport recently, I saw this ad and immediately thought:  shame on them.  Using the irresistible marketing star power of dogs to try to sell their vodka?  That’s quite a stretch.  Dogs can’t even drink vodka (duh), so who do they think they’re kidding?

This felt like one of those “jump on the bandwagon” marketing tactics that Redpoint warns clients against doing. You can’t just put crayons on your dining tables and claim “we’re a kid friendly restaurant,” or stick a pride flag on your porch and claim “we’re an LGBTQ friendly hotel.”  You need the chops to back it up if you REALLY want to court a specific market.  Half-heartedly courting a target audience without committing to substance under the hood will just backfire and alienate them.

So…you can’t just buy a cool URL (www.VodkaForDogPeople.com) and claim you’re a dog friendly vodka.

But when I went to the website (poised for righteous indignation) Tito’s surprised me, and knocked this cynical marketer flat.  They truly ARE “Vodka for Dog People,” and their mission, programming, and charity work all prove it.  This is no impulsive, bandwagon marketing technique… there’s quite a bite behind this positioning.

So what happened?  The ice melted, and I fell in love with them.  And I don’t even drink vodka, nor do I think about vodka brands.  But as a dog lover…if I did…I’d give Tito’s a try.  Maybe even become brand loyal.

What’s the moral of this story?  The strength of the connection you make with a targeted segment of customers is directly proportionate to the investment you make in courting it.  If you half-ass the approach, you’ll get a lukewarm response at best.  But if you go all in, you’ll get the ROI you seek.

Tito’s… I’m sorry, and I’m not afraid to say it with candor.  I judged you unfairly, and as my penance, I will buy at least one bottle of your vodka and pet 100 dogs.  #EveryoneWins

June 28, 2017

The key to making a business announcement successfully.

Say you’ve just overhauled your guest service program.  Or completed a design renovation.  Or created a new HR program in response to staff issues.  Or launched a new brand.  Or website.

And then you sit down to write the email, press release, or speech to unveil it to your key audiences.  Here’s the one vital tip you need to make it effective and powerful:

No one cares how hard you worked.

Think about it. How many times have you heard a brand or company representative say

  • We’ve worked tirelessly to…
  • Our team has worked long and hard to…
  • We’ve been working day and night to…

Does that make their message any more meaningful to you?  Nope.  In fact, a few hard truths about human nature conspire to subtly undermine the successful reception of your announcement:

What’s In It For Me?:  Saying how hard you worked is blah-blah to the audience.  Your dedication is irrelevant…what’s the result that impacts them?  Wasting air time with blah-blah just risks losing their attention.

Skepticism Trigger:  The moment someone draws attention to how hard they worked, we subconsciously doubt it.  If you truly worked hard on something, the results would prove it.  Proclaiming it just makes the audience wonder why you’re trying to hard to convince them that you did your job.

Soliciting Gratitude is Resented:  Revealing how hard you worked – especially when you’re fixing a negative situation – only makes it look like you’re seeking a head pat.  And only adorable dogs can credibly get away with begging for head pats.  In humans, it usually just inspires exasperated eye-rolling.

Instead…just share your news straight up, including the benefits to them.  Like so:

On the new Redpoint website, you can explore our expertise with easy one-click sorting relevant to your needs, catch our company vibe instantly through photos and videos, and listen to music from our office live concert series.  Go check it out…we hope you find it fun and useful.

See how easy that was?  Now please DO go check out our new website…because it’s fun.  #ResistTheHeadPat

 

June 8, 2017

Bathroom branding…it’s a thing.

When you’re walking (hurrying?) into a public bathroom, your mental focus is probably pretty singular:  get in, get relief, and get out…with minimal engagement to the actual bathroom itself.

Unless there is a clever sign on the door.

Then…you smile, and even if just for a brief second…you think about the brand that “owns” the bathrooms. Maybe you even take a picture of the sign and post it on social media.  You might even tag that brand, and give them a shout-out for being fabulous.  Or text it to a friend.

The point is…you notice, and a connection is formed between you and that brand.  If the bathroom doors are simply marked “Men” and “Women,” you don’t even spare them (or the brand) a brain cell.  But when they’re unexpected and distinct, you pay attention.  Case in point:

At the Timber Lounge in Halifax, Nova Scotia…a bar at which you can enjoy a spot of axe throwing:

Timber Lounge

At Weylin B. Seymour’s glamourous event space in Brooklyn, NY, the wheelchair accessible bathrooms inspire festive attitudes:

wheelchair

At an Irving highway rest area in New Brunswick, Canada…the LEAST likely place you’d be inspired to care about a brand:

At the Hotel on North in Pittsfield, MA, which boasts a sophisticated-yet-funky-retro vibe (psst… Redpoint designed these):

Hotel on North Bathroom

The point is, bathroom signs are an easy, inexpensive and non-intrusive way to make a connection with your guests.  You’ve got to put signs up anyway…why not let them help further your marketing goals?

And if you ever need to set up port-a-potties…take a page from the Rochester Lilac Festival and GO ALL IN:

Lilac Bathrooms

Lilac port-a-potties, people.  I rest my case.

September 28, 2016

The secret to extraordinary guest service.

Two years ago, Sandra the housekeeper at the Delta Halifax in Nova Scotia stole my heart and forever sealed my loyalty to that hotel.  I thought the happily-ever-after story ended there…but I was wrong.  It gets better.

Since that famous visit (the blog post about it was read/shared more than 100,000 times), I’ve returned to the Delta Halifax often.  And given the widespread recognition of the story, it’s not surprising that many of the staff there know me, or at least know who I am.  I treasure the bond that we’ve forged, and their extraordinary guest service has remained intact on each visit.

The guest in me revels in that consistency.  But the hospitality business counselor in me realizes that the stakes are getting higher and higher with each stay.  Can they keep hitting the mark EVERY SINGLE TIME?  Surely, they’re bound to be off their service game at some point.  What’s going to happen to this magical bond between us when they disappoint me for the first time?  What’s going to happen when they fail?

Happily, on my most recent visit, I learned that The Delta Halifax will NEVER fail at delivering extraordinary guest service.  I discovered their foolproof secret, and here it is:

After a grueling five-hour drive, I arrived at the hotel at 9:30pm…parked right in front of the door, flew out of the car, ran past the front desk agent, said nothing but “Hi, I need the ladies room before I can check in,” and then scooted out of sight.  When I returned to the front desk, the agent (who I didn’t know) had my room keys ready and said, “Welcome back, Ms. Miranda…we have you in Sandra’s section, and will you be needing assistance with your bags before we park your car?”

I didn’t ask how she knew who I was.  Perhaps I was the last check-in that evening.  Maybe they have a photo of me in my guest profile.  Who cares?  I was just grateful for the friendly expediency and headed back outside to deal with luggage and car.

The young bellman gent who shepherded me (and seven large bags and boxes) to my room was also unfamiliar to me, though he too also seemed to know me.  While chatting, I asked how long he’s been working there.  Answer:  three weeks.  After he got me settled into the room, I asked him if I needed a valet ticket for my car.  Answer:  “No worries, Ms. Miranda, we know who you are…just call down when you’re ready for the car and we’ll bring it around.”

I couldn’t hold back any longer.  I said, “You just started three weeks ago…how on earth do you know who I am?”

Answer:  “Are you kidding?  You’re a legend here.  I learned about your pillow story during my orientation, and everyone who works here gets excited when you’re coming back.”  Cue mouth agape and slight sting of happy tears on my part.

But wait.  There’s more.

I gave him a $25 tip when he left my room…that was a lot of heavy baggage AND he parked my car.  A minute later, he knocked on my door to give the 20 back because he thought I mistakenly gave him the wrong bill.  Seriously.  I almost gave him ANOTHER 20, just for being adorable.

Adorable gent gone, I surveyed the room.  Yes, my special towel-pillow was there, with a welcome note from Sandra.  And this time, she upped her game, surrounding my complimentary bottle of water with hearts that she hand cut out of paper water coasters.

fullsizerender-8Life was good.  I was home.

But now I was curious.  Was it JUST me?  It seems that my blog post had earned the hotel some measure of recognition among its peers and corporate office, and Sandra was certainly given praise for her role in the famous pillow story.  But was everyone in this hotel extra nice and helpful to me just because I got them positive attention?  I needed to know.

So the next day, I sat and observed…at the restaurant, in the lobby, outside on the benches.  I watched every single staff member interact with guests at various points throughout the day.  And guess what?  It’s not just me.  They may not know everyone’s name or face, but good heavens…they are THAT NICE AND HELPFUL to everyone.  I saw anticipatory, gracious, and extraordinary service at every touch point – servers, bell staff, maintenance dudes, front desk team, executives walking around…every interaction, with every person.

How was this possible?  The Delta Halifax is NOT a small hotel.  But surely they can’t have simply hired every amazing person in the city?  And surely they can’t just hand out a training manual and teach people good judgment on how to be gracious without being annoying?  If that were possible, then every hotel in the world would be a giant bundle of amazingness.

And then, upon reflection, it hit me.  It’s pride.  Staff at the Delta Halifax are instilled with a sense of pride in the hotel, and in each other.  They enjoy nurturing the hotel’s stellar reputation, and they conspire together to make guests happy.  They care deeply – collectively and as individuals – that guests are made to feel welcomed, special, and loved.  And…here’s the best part:  it’s genuine.  They don’t just act it.  They FEEL it.

Yes, there’s a Delta employee training manual.  And yes, there are workshops, brand standards, performance reviews and all that jazz.  But let me tell you something, folks:  you can’t teach pride. 

Full honors go to the executive team at the Delta Halifax for fostering that culture, because this type of environment can ONLY exist if the management team encourages it, shapes it, rewards it, and reclaims it when it goes astray.

Hospitality managers everywhere…here’s what you can learn from this story.  If your guest service isn’t extraordinary, find out why your employees aren’t taking pride in your organization and fix it.  Why should they love working for you?  Why should they care?  What are you trying to achieve together for your guests?  Fix that, and I guarantee you, all your guest service issues will go away.

Delta Halifax…I take my hat off to you.  You have my loyalty as a guest, and my respect as a hospitality business counselor.  I don’t know exactly how you instill that sense of pride in your staff, but you know what?  I don’t want to know.  Keep that part of your secret, and I’ll just keep coming back to enjoy the magic.

PS:  On the second morning of my stay, the server at breakfast automatically brought me cream with my coffee because she remembered I asked for it on the first day.  Just sayin’.

February 29, 2016

Social media + cool things = your free sales force.

My nephew is going to eat at Roast Sandwich House with his friends, thanks to a picture posted on Facebook (which he doesn’t use) by a girl (who he doesn’t know). Here’s the story…followed by a million dollar marketing question: 

Some girl Amanda (a stranger to me as well) posted this picture on Facebook of Roast’s “Buffalo Organic Chicken Mac-n-Cheese Grilled Cheese.”

IMG_0640

A gent named Chris liked her photo. I’ve not seen or spoken to Chris in around five years, but we’re friends on Facebook. And that photo appeared in my news feed because Chris liked it.  I knew the moment I saw it that my nephew would LOVE it…but I’m not friends with him on Facebook (because no self-respecting teenager uses Facebook).  So I took a screen-shot of the post and texted it to him.  He responded with all sorts of “OMGs” and drooled on his phone…and next thing you know…he’s gathering up friends to go eat there.

So basically, a friend of my friend of five years ago recommended a sandwich to my nephew and his friends. And none of us have ever spoken or discussed this in any way…and most of us are strangers.

Now… here’s the million dollar marketing question: What if Roast Sandwich House offered boring sandwiches?

NO ONE takes a picture of a plain ol’ turkey sammich. Why bother? But a Buffalo Organic Chicken Mac-n-Cheese Grilled Cheese?  That sucker earns you bragging rights on social media.  So, yes…it might be harder on the operation to produce AMAZING sandwiches.  And it might require more ingredients.  And it’s probably much more work.  But it made Amanda take a picture and share it with her friends, and that marketing power is priceless.

The point is…be interesting. Be different.  Be unexpected.  Be unique.  Make the time…make the investment…dedicate the brainpower.  If you do unusual things or offer unusual products, people will want to capture and share the story.  And you’ll be rewarded with an exponential (and free) sales force…even if they’re not on Facebook.

Thank you, Amanda…whoever you are. And you’re welcome, Roast Sandwich House…as you’ll be seeing a lot of my nephew in the future.

November 5, 2015

Your belly button is a marketing tool.

Consumers suck, don’t they?  They need to be rewarded for everything…liking things, sharing things, buying things, answering things.  It’s maddening.

Well marketers, we have no one to blame but ourselves.  We’ve conditioned people to chase carrots and respond to hoopla…which means we’ve ALSO conditioned them to ignore stuff that’s boring, predictable, trite, and unrewarding.

Where does this leave email subject lines?  At the top of your “spend brainpower here” list.

Think about it…all the time and energy you spend creating the perfect email content is 100% for naught if people don’t open it.  And when sifting through the barrage of daily incoming emails, consumers use three main criteria to determine which ones will get their attention:

  1. How much they care about you vs. how much they care about the rest of the senders sitting in their inbox.
  2. How much time they have available when your email arrives.
  3. Is the content going to be worth their time?

And #3 is why subject lines should get your brainpower.  If your marketing email subject lines are things like “August Newsletter” or “News from (company name)” or even something a little more specific like “Winter Packages at (company name)”… you are relying on the first two criteria – which are beyond your control – to supply the magic open sesame of consumer response.

But if your subject line is something like…

We don’t make linen. (Chilewich, a textile company)

I hate purple. (Also from Chilewich)

The ecosystem of your belly button. (American Museum of Natural History)

Have you ever wanted to create a chocolate sculpture? (South End Kitchen, VT)

Get serenaded by Harry Connick, Jr. (Hotel on North, MA)

…you’re using the subject line as a lure to snap desensitized recipients to attention.  It’s likely that 80% or more of the emails they receive each day have boring subject lines.  Make yours interesting and you’re one notch closer to seducing them into hearing your message.

Here’s the best part.  If you pay heed to #3 (teasing interesting content)…and then you actually ensure that the content IS interesting…over time, it’s going to positively impact #1 and #2.  Remember: marketers train consumers.  And the more you train them that your emails are interesting, the more that #1- they will care about you and your messages, and #2- no matter when your email arrives, they will make the time to read it.

It’s a delicious cycle of persuasive marketing goodness.  And soon you will find that consumers – those picky, aloof, what’s-in-it-for-me monsters we marketers have created – will suck just a little bit less.