Would you rather eat chicken tonight or have fresh eggs for years?
As marketers, there is a tendency to base our decision making on the next sales target, pleasing our boss, or scarcity thinking.
Don’t.
Future you might hate you for it.
Your boss who you are so eager to please might blame you harder down the line if you don’t push back today.
Short-term “must hit this month’s number” tactics will bite you on the butt.
Email is not dead. Crappy email is dead.
Many of the people who say email is dead actually mean their email is dead, because they beat it to death with sales email after sales email.
When those sales emails get fewer and fewer sales, they then begin pounding discounts into the ground.
After the discounts don’t work as well anymore, or they can only get sales WITH a discount, then they start to buy lists, the headlines and subject lines get more misleading, and … you know the drill.
Treat your audience with kindness.
Be generous.
Instead of “making an ask”, build things that help people, and introduce those people to it.
Wouldn’t it be better, instead of trying to sell your product, that people ask to buy from you?
Who would get the most benefit out of what you do? Which person would light up with relief and delight to hear about your solution to their problem?
You don’t have to give everything away to be generous, either, but the things you do make available to buy should have a clear perceived value, and make sure you over-deliver on that value.
When you treat your people well, they reward you right back. Long term.