A few months ago, I posted on LinkedIn about two business books I was reading, and tagged both authors in the post.
One of them - Mo Bunell - later messaged me directly and offered to mail me a copy of his latest book, Give to Get.
For FREE.
No “just pay shipping” free. No “sign up for my list first” free.
Just a no-strings-attached gift.
Mind. Blown. 🤯
This small, personal touch left a lasting impression.
How many business owners go out of their way to send a free copy of their book to someone they barely know on the internet?
Clearly Mo walks the talk.
The subheading of his book? Invest in Relationships to Build Your Business and Your Career.
And it got me thinking about email marketing. (Obviously.)
Because at its core, great email marketing isn't about jazzy lead magnets and fancy funnels.
Great email marketing is about deepening relationships and creating meaningful connections with people, just like Mo did with me. Even when those connections don't necessarily "scale" in the traditional marketing sense.
For example, here are some ways to use email as a relationship-building tool:
Use segmentation to create invitations.
Identify your most engaged subscribers - the folks that respond to your emails and click on your links - and invite them to a small-group Q&A or coffee chat. Or send them a QR code to treat themselves to a coffee.
(That second thing? That’s exactly what I did during the Deliverability Freakout of 2024 for the folks who I asked to engage first with my post-authenticated emails.)
Reply to those replies!
If someone replies to your newsletter, send a personalized response. Bonus point: record a personalized video on something like Loom, or connect with them on social media and thank them for being a subscriber.
Send snail mail.
In the days of digital everything, a handwritten note, your favorite local coffee or teat, or a book appearing in your actual mailbox is utterly delightful. This can go to your clients, your collaborators, your best referrers, even your most engaged subscribers.
As an avid reader, I particularly love the idea of sending a book. It creates that same personal connection Mo established with me.
Now obviously I could send someone else's book and still be memorable.
Or I could do what Mo did with Give to Grow and what I see quite a few of my business friends doing: Write my own brand book that serves as both an authority-building and relationship-building tool.
In a way, a great brand book is a lot like a great email strategy: both demonstrate your expertise and unique approach while nurturing relationships and building trust.
And that’s exactly what my business bud Jessica helps people do with their own Brand Books.
She and I first connected early in my business, back when I was a fledgling Kit consultant figuring out how to shape my services.
Jessica helps speakers and coaches repurpose their “greatest hits” content into a Brand Book that nurtures readers into becoming clients.
In her weeklyish email series, Mark My Words, she shares content about developing, writing, refining, and marketing your profitable Brand Book so that you can turn your expertise into a tangible relationship-building tool.
Have you been thinking about creating a book that showcases your expertise and connects with potential clients?
​Then check out Jessica's Mark My Words newsletter.
Take it one step at a time,
Bev​​
|
|
Personalized Kit (formerly ConvertKit) Support & Email Marketing Automation Strategy that's rooted in consent, deliverability best practices, and human connection.
|
As a solopreneur, I strive to incorporate my values of environmentalism and anti-racism and to build an inclusive and equitable business. I believe Black Lives Matter and I stand for LGBTQIA+ rights, including the rights of Transgender and Intersex people.
|
​
No longer interested in receiving these emails? Unsubscribe
Want to fix your name, update your email address, or choose what you hear about? Update your profile
113 Cherry St #92768, Seattle, WA 98104-2205
​