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I've done some unsubscribing to electronic communications that I consented to when I was trying on identities that I've since let go in an effort to tame my email inbox. Lately however I've begun to hit unsubscribe when the authors of those digital missives begin to annoy me. What does it take to get me to banish someone? Well, let me tell you...
One big no-no in my world is telling me that time is running out. This usually comes in a form like "Hurry up and send me lots of money RIGHT NOW before this once in a lifetime discount offer or life changing program disappears!" By now I know from experience that your "special offer" isn't a one time only deal; if I ignore you you'll be back with some other super-duper different deal. If I don't sign up and you sell out, well then bully for you Why would you care that it's someone other than me in your class, conference, tele-seminar, whatever? You don't actually know me but rather your newsletter software merged my name into your breathless pitch after plucking it from your database that you built by capturing my information when you gave me that free taste you hoped would addict me to your content.
If you are a teacher who offers value then you'll be around and I'll come find you when and if I'm ready. The free stuff gets me to pay attention and put you on my radar. Trying to suck me into a funnel of up-selling serves only to cause me to shut you off and move on.
Trying to make me afraid is another big turn-off. No you don't know the meaning of life. Well, at least not any more than I do. My life will not come to a screeching halt nor be irrevocably lessened if I don't sign up for your 10-part series wherein you reveal the secrets of the universe (except for the ones that are reserved for your ultra-premium-superstar level classes). While I feel confident that I have a handle on the meaning part, like most of us I can always learn better methods and techniques and having wise teachers to guide me or a like-minded group with which to brainstorm and bounce ideas off of is always a great thing. Thus I'm always looking, seeking to learn and interested in finding out about what makes you special and how I might learn from you. I love hearing that stuff. And I am not bothered that you charge money for your thing. I do and I expect you to do so, too.
But, much like the boys who tell you that if you really love them you'll prove it by putting out, you tell me that I will prove my commitment to myself by opening up my wallet to the tune of (fill in some outrageously large sum) like you did when it CHANGED YOUR LIFE! I can love myself, commit to growth and learn for free. If I'm interested in what you are offering, if I think the price is a fair value, if I think I will get something from what you are offering and it fits my budget, then I'll sign up and pay. If I don't I won't. Not hiring an expensive coach (i.e., you) is not what is holding me back and keeping me stuck.
Talk to me, tell me a good story, give me some solid useful information in your newsletter and I'll keep you around. Try to guilt or scare me into giving you lots of money then be gone.
What's your unsubscribe hot button? What makes you quit for good and what keeps you looking forward to the next email or blog post?
Related Reading:
Marilynne Rudick at Writing Matters: Unsubscribe Me! An Indispensible E-mail Management Tool
I appreciate the ease with which most organizations let me unsubscribe. No hard feelings, and I’m open to doing business with you in the future. As for those that made unsubscribing difficult, there’s a lingering bad taste that will make it harder for me to reengage.
While I unsubscribed to lots of lists, I was also surprised by the number of newsletters and e-mails I wanted to continue receiving. Many organizations, I realized, provide useful and timely information that I welcome.
Corey Vilhauer at Black Marks on Wood Pulp: Unsubscribe
Each unsubscribe cuts another tie from the past, until my inbox only represents my current life.
TexasDeb at Austin Agrodolce
After reading a post on a recently discovered website,
