If you think you can woo your ideal client with a few sharply worded emails, think again.
Here is a selection of the stuff in my inbox, right now:
1: Monthly “newsletters” full of the sender’s achievements
2: Spam sales messages from companies I’ve never heard of
3: “Buy now or else” special offers on stuff I don’t need or want
4: Marketing ploys from people I’d forgotten I’d subscribed to, or why
5: Useful information, discussions or questions from people I know, like and trust
Only that last kind is actually welcome, enjoyable and impactful.
The rest are just life-sapping digital noise.
Before you press “send” on your next email, think about how it’ll be received. If it’s not a “Category 5”, you might just be wasting everyone’s time.