One of my clients recently got this email from one of their readers (the reader was responding to an email I had written):
When you can be that personable to your reader…
That encouraging…
..such that your readers cry tears of joy when reading your emails…
That’s a good thing 🙂
So how do you do it?
It’s really all about empathy. Go exercise your empathy muscles. Go find people from your target audience, and figure out what their deepest fears & frustrations are. And don’t just “figure them out” such that you can name them… step inside your readers’ ’emotional shoes’! Do whatever it takes to actually feel their pain and fear and hopelessness. Talk to them on the phone. Find those forum posts scattered across the internet where people in your target audience pour out their hearts, and where you can almost smell the tears that dripped on their keyboards while they typed.
And once you’ve done that…
Send some emails letting your readers know that you’re there for them.
Send some emails where you’re selling nothing, and where there’s no links for your reader to click on… and instead offer advice, encouragement, hope for their situation.
When you scatter such emails throughout your communications with your reader… you build relationship.
You build trust.
And that’s good for profit-related reasons.
But it’s also just a good thing to do.
You make the world a better place when you send emails like that.
