Interruptions.
How dare you?*
That was my response to an email from “Tom” (complete with a calendar invitation that went straight into my diary), someone I’ve never spoken with or emailed before, who was wanting to meet to discuss SEO and “mistakes” on my website.
That same day I attended a talk hosted by Hannah Stringer, Marketing Director at Moneypenny, with Canberk Beker, (LinkedIn guru, advisor to Microsoft, and founder of ROASTed), who confirmed what most of us intuitively know, and yet so many choose to ignore.
We relate, engage, and are far more receptive to an individual who expresses their unique point of view than to the crude methods such as Tom’s, or maybe even worse when it’s, to quote Canberk: “Corporate positioning and not believable promises of growth and profit.”
A review of my inbox in the last 24 hours shows how this GOBO (Glimpse Of the Blindingly Obvious), is not common practice. Not including spam and general nonsense, I received 53 unsolicited emails all promising me the moon, none of which were relevant or remarkable in any way.
But there are some excellent examples of communications which whilst also interrupting, do cause me to stop and take notice of. One outstanding example is Mark Hinkins of REX, (linkedin.com/in/markhinkins) whose insightful posts are thought provoking, as well as promoting his company. Another example is Mal McCallion of https://www.modelprop.ai/ whose weekly “Insights” on all things AI, I truly look forward to receiving.
The difference is that Mark and Mal have developed a personal perspective and double down on it. Their posts won’t be for everyone, but they are for me and I suspect many others who fit their ideal customer profile.
So question, do your communications positively or negatively interrupt. Do they make the recipients want to say “thank you” or “Foxtrot Oscar” (*which is what I actually said out loud to “Tom”).
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