Andy called me early Monday morning. He had a crisis to resolve. It was not a life and death crisis, but a potential blow to his professional credibility and confidence. He was facing the complete failure of a new venture. This series of events began for me on Friday.
Friday, Andy told me that he had been asked to lead the renewal of a successful networking program organized around a “book club” format. The originator of this concept is no longer able to lead the program, but it is a well-established brand with further potential. It is a great honor for Andy to be asked to revive this concept. Unfortunately, Andy did not have much time to plan the first event as the speaker is publishing a new book at the end of September. By supporting the book launch even on short notice, Andy created a win-win situation. His plan was to offer a ZOOM event the following Wednesday and he asked if I could promote it to my network. I agreed, of course. Over the weekend, however, Andy’s promotional plans were dashed. That was the genesis of his Monday morning call.
Monday morning, he explained that he was unable to promote his event as his Internet Service Provider (ISP) suspended his account. He had exceeded his allowed email volume. Unable to advertise he faced a stillborn event. He asked if I could help.
I could relate to his predicament as I had the same experience many years ago. It was the catalyst that led to a subscription with an Email Marketing Service (EMS). This EMS reinforced my brand image and improved the effectiveness of my messaging. I have not had a problem with my email campaigns since. Also, I can leverage the utility of my website and social media accounts by integrating them with my EMS. It is one of the best decisions I ever made.
Problem Solved.
I reminded Andy that one of the benefits of membership with ITB Partners is access to our EMS. He had forgotten that, but he was not familiar with the concept anyway. I explained the value of using an Email Marketing Service and answered his questions; How many emails could we send? How often? How many people could we engage at one time? When his questions were answered, he realized his crisis had been averted.
I went to work on his project. Using his copy, I created an email that will become the template for future campaigns. It represents his brand well and the message is clear. He provided me with three email lists that I uploaded into separate folders to be used for his projects only. Finally, I scheduled the emails to be sent daily, leading to Wednesday’s event. By midday Monday, Andy was back in business.
Build your business or career.
You need not be a major corporation or an online retailer to enjoy the benefits of your address book. It is one of your most valuable assets. I learned this early in my Executive Search Career. I began sending group mailings to demonstrate my vitality. It was a powerful business development tactic. I announced new assignments, which generated interest from prospective candidates. When I announced the completion of a search, prospective clients called me to assist their recruiting for similar positions. Doubtless, this concept will work for anyone.
Personalize your email campaign.
The smart people in transition create a mailing list from their address book. They know that their network wants to hear from them and to help if they can. They use email to keep their contacts up to date on their situation. They understand that their outreach can be even more interesting if they share their thoughts, ideas, and experience in each post. This technique has become an effective way to shorten one’s time in a job search.
Build brand equity.
Back to Andy. Yes, his event was a success. There were the typical first-time logistical problems associated with a ZOOM meeting, but those issues will diminish over time. The presentation was insightful and well-executed. Those who attended the meeting were riveted. Andy did not achieve his attendance goal, but he was not far off. Word will get out. As the quality of his promotional efforts improves, attendance will follow. I am looking forward to working with Andy to help rebuild this brand.
Your address book is valuable! USE IT! If your mailing list is large enough, consider an EMS.
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Jim Weber – Managing Partner, ITB Partners
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