Over-Communicating

Last night was my daughter's first gymnastics class -- she was giddy with excitement. We braved the cross-town traffic last night at 6:30 p.m., then this happened:

The studio was closed for the holiday break.

A staffer apologetically repeated the same script to the droves of parents who came in after us.

I don't remember an email mentioning classes off this week.

The same thing happened to us over Thanksgiving Break for ballet while kids were yanking on the locked door... irritated parents reading the "Closed for Holiday Break."

Both times I would have loved an email reminder. Several reminder emails, actually.

What prevents people from sending more emails is this misnomer: 

"I don't want to be annoying."

Let's break down the negative effect of that fallacy:

  • Belief: More emails will annoy my audience 

  • Inaction: Under communicate by not sending a reminder email or text 

  • Outcome: Annoyed clients and customers 

That's why THIS is my #1 communications strategy for you: 

Write to your best customer, not your worst. 

  • Write to the parents who are juggling schedules, after-school activities, professional life, etc., not the handful of email tyrants. They will be more loyal, more connected, and grateful you did! 

  • Write to the lapsed donor who got sidetracked by a Slack message from work right as they were going to donate.

  • Write to the customer who hasn't engaged with your brand or org in a while, but used to be a super fan.

  • Write to the warm prospect -- interested -- but needs to know more before they forget about your mission.

Want help crafting more engaging and profitable emails, partnerships, and online storytelling?

Get instant access to my self-study courses, Amplify Social Impact and Easy Emails for Impact, on sale at 2023 prices for a few more days. 

So here's the thing to question -- is a second or third email even over-communicating?

Isn't it the most helpful, impactful thing you could do to create loyalty and fuel your mission forward? 

Let's redefine over-communicating.  

Maybe it's not over-doing it at all. Maybe it's simple, clear, impactful communication.

 

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Christina EdwardsComment