Why you probably aren’t paranoid enough…

„Were you worried that people had forgotten about Queen?“

„That’s always the back of your mind after years without an album“ replied Freddie „the only way to find out is to make an album and see how it goes, to be honest.“

The conversation pauses for a second.

„You always worry about that.“ He continues, „No matter how big you are or how successful you are… you always worry that people have forgotten you, that they probably think you’re dead or broken up or whatever.“

So went one of the interviews with the late great Freddie Mercury.

And I found it quite interesting:

• Here you had Queen – and its lead man – one of the most, if not THE most, successful rock bands of all time…
• At the height of their power they had 2 BILLION people tuning into their TVs…

(e.g. the Wembley concert.)

• Some of their songs are STILL being played on radio stations decades later…

(I was driving just yesterday and „We Will Rock You“ was playing.)

And still despite ALL THAT…

Freddie still worried about being forgotten?

I am going to sound like a broken record – because I keep parroting it over and over…

But if this isn’t enough of a reason why to email daily…

…then I don’t know what is.

Yet I see 99% of supplement brands email only maybe once a week – and that’s a maybe, it’s not unoften they do it only once per MONTH.

(Not an exaggeration – I can count on both hands the number of brands I see email 6-7x/week. Heck, whenever I see someone do it just 2-3x/week i get pleasantly surprised.)

You’re not as famous and/or popular as Queen was – there were no alternatives to Queen…

But there are 3000-5000 alternatives to you.

That’s approximately how many competitors you have when you include micro, private-label, Amazon-only, single-SKU and short-lived sports nutrition brands.

You don’t have the luxury of spending 2 years off-the-grid like Queen was able to do…

Heck – I’d argue you don’t even have a FEW days…

…before your customers/subscribers start forgetting about you.

Because the relationship with them is only doing 3 things:

A) It’s improving in value…

B) It’s maintaining value…

C) It’s losing in value…

EVERY damn day!

And you don’t have to go very long doing very little…

…before that relationship has lost all of its value.

What other reason do people have to buy from YOU besides the emotional connection – the relationship – they’ve developed with you?

• You are not the power company which can unplug your fridge if you stop paying…
• You are not a water utility with pipes that no one else can access…
• You are not the railroad company that every manufacturer is forced to use because no other tracks exist…

So nobody will perish if they don’t get their Whey Protein Powder from you.

(I mean, they’re literally called “Supplements”…)

There is no natural “pain” in disconnecting from you – people have no reason to stay…

Other than the emotional CONNECTION you’ve built with them.

And it’s very hard to develop an emotional connection – a relationship – with someone on 2-3x emails/month.

And for the record:

I’d argue it HAS to be emails – email marketing precisely.

Because re-targeting… FB posts… Instagram posts…

They’re not reliable – you depend too much on whether or not the algorithm will show your posts to your followers.

Email doesn’t have that problem.

Well…

It does if you’re landing in the spam/promo tab – but if you’ve read Blind Spot #7 in my Book you’d know how to avoid that.

Anyway:

Just start emailing daily (if you haven’t already) – and also develop a healthy amount of Paranoia for your always-dwindling-in-value relationship with the customer.

Would that hurt your results – emails and otherwise?

Now while emailing daily is simple…

…it’s not simple coming up with IDEAS for one every day.

In fact:

I struggle with this myself to this day – check out an email titled: “Why my “Email Storyselling” methodology may not be mental health friendly…” on my Email Echoes page for more on that.

So if you want to get the pros of daily emails without all the cons of having to hunt, catch, develop and apply ideas to emails…