Let’s talk about so-called “good will emails.” I first heard it at one of our Oceans 4 events a few years back, and the idea is (from what I can tell) one day a week (or however often you want) you send out an email that is pure content.
No sales pitch.
Nothing to buy.
Not so much as a link.
Sounds nice, doesn’t it?
A noble and generous deed.
I get the idea behind it, I just don’t agree with it. In fact, I think you are doing the exact opposite of good will if you have something that can help someone solve a problem or pain in their life and not at least let them know there is a solution out there, and show them where to get it.
Think of it this way:
Imagine you have a terrible urinary tract infection.
Feels like you’re pizzing razor blades.
And, there is a product at the drug store you know works.
And you really need that product right away or you’re going to suffer all night in agonizing pain every time you take a whizz. But, when you get to the drug store there is nothing for sale. They refuse to sell you anything for your pain.
Instead they tell you it’s a “good will day!”
Today, they only educate you about urinary tract infections.
They don’t want you to think they’re just out to get your money.
So instead, you will learn all kinds of interesting info about it, to build “good will” in you, so you feel good about the store and realize they aren’t just vulture sales people wanting to take advantage of your situation.
In other words… they really CARE, dambit!
What would you think of that store?
Would be more like bad will emails.
And, probably, you’ll be miffed and go somewhere else.
Whatever happens, you’re going to spend money to solve your problems or attain your desires. And, if it’s not at the drug store you wanted to go, you’ll find it somewhere else. And, there’s a good chance it’ll be an inferior product than the product you wanted.
So it goes with good will emails.
Want to spread good will about your business?
Then sell people a solution to their problem.
Do it ethically, yes.
And in good taste, of course.
But you do your list zero good by not at least letting them know your product exists and showing them how to get it.
Do with this what you will.
I’d be remiss if I didn’t pitch each day.
And on that note, if you’re interested in writing emails that are fun for your list wants to read and buy from, check out the “Email Players” newsletter here: