Who Is The Better Marketer?
With Easter been and gone Bluesfest over and a lot of time sitting in airports… As I’m writing this I’m in a departure lounge about to fly to Cleveland, Ohio for a 2 day intensive copywriting workshop with Dan Kennedy (24 others and myself – you don’t get a chance at that much of Dan’s attention)
I’ve had plenty of time to stop, reflect and occasionally do some thinking about useless things. One such topic was Santa Claus vs. The Easter Bunny and who is the cooler guy?
Santa keeps a list and whoever has been deemed to be nice gets a present.
The Easter Bunny gives EVERYONE Chocolate.
Both strategies have merit. But I think the Easter Bunny is the better marketer. Apply this to who you send your newsletter to… Everyone? Or just the ‘nice ones?’
Considering that you don’t know who is in a person’s network, it makes sense to be like the Easter Bunny at first. Send your newsletter to everyone on your list. Build up the emotional bank account.
If you get a referral from someone who you didn’t think was going to even become a customer you have done yourself a service. The cost will be well below what you can get a new customer from advertising.
You never know, some of those unconverted leads may become a customer too thanks to your newsletter.
Santa would say watch them and if they do something nice, reward them with newsletters.
I hope we are all grown up enough to know that the law of reciprocity is at work here. If you don’t give first it is unlikely that you will receive anything in return. So that is why the Easter Bunny is the better marketer.
But we know that if someone doesn’t give back after you have given them a lot consistently and persistently. (in money terms not because you are impatient and want a referral now) I mean years of newsletters – they are cheap to send each month. (If you had 36 chances over three years to get a referral from a customer for $72 would you take it?)
However, if they are nice and send us a reward in the form of purchases or referrals then they certainly deserve to be sent more newsletters so that they have a chance to reward us again.
But Best to be like The Easter Bunny with your past present and potential customers for now.
Happy Easter.