Suggestion #1: Make it as easy as possible for someone to subscribe. Don’t ask for oodles of information from them at the outset. All you really need is a name and email address. I’ve seen far too many clients ask for fields of personal data only to get a high bounce rate. If you want to glean more demographic data from your subscribers, ask for a little to get them through the door and then gradually ask for more data over time.

Suggestion #2: Create enewsletters that are as personalized as possible. Sometimes what *you* believe is of value may not be valuable to your whole subscriber base. If you find that your content is starting to cover lots of different topics, consider either creating multiple newsletters that are more topic-focused. Or, find an email delivery platform that allows you to serve up blocks of content that’s personalized based on what your subscriber tells you what they want to read.

What other ways have you found success in building your email subscriber list?

Join the conversation at Forum Q&A

Here we go.

First question you need to ask yourself is:
Does this contact actually want to be connected with our agency?
Email #1 was a very brief email from one agency’s Media Researcher (taking a guess that this is a “fresh out of college” type position) who asked:

Could you tell me if this e-mail is still valid as a contact for you at Alchemy of Soulful Work? It keeps bouncing.

chris@baileyworkplay.com

Thanks so much.

Regards,
xxxxx

If you find my email address is bouncing then go to the trouble to visit my site and send an email to my new address, why not invest a wee bit of time to building a relationship? This Media Researcher just missed a golden opportunity to understand what types of communications I’d like to receive. Or even ask if I’d like to continue to receive emails on behalf of their clients. (Ironic sidenote: I no longer use chris@baileyworkplay.com because of all of the PR blast spam I got at this address.)

Just like any other type of email communication (like newsletters), I don’t mind receiving them when the content is fascinating and important to my work. But don’t just assume because you have my email address, that I’m a captive audience who is automatically interested in whatever your client is doing. Apply some permission-based email marketing practices and you might discover better ROI because I’ll be a willing participant in your media outreach.

Relatedly, another question is:
How is my client going to make you look good?
It’s easy to get wrapped up in the awesomeness, amazingness, incredibleness, stupendousness of your client. He or she (or it, if we’re talking about a brand) is paying you to promote their greatness. But no matter how terrific your client is, no blogger or online influential cares if this marvelousness doesn’t rub off on them in some way. So your job is to connect the dots and make the case for why I should take time to read their book or schedule an interview. Deep down, I really don’t care about all the great things your client does if it doesn’t help me achieve my own goals.

And again, remember its not just me you’re pitching. You’re asking me to connect you with my friends, colleagues, readers…in other words, my own social network. Clearly demonstrate what’s in it for me and I’ll be more likely to want to help you.

Finally, the big question you have to ask is:
Why should you want a relationship with me, my agency, and my client?
For the love of all things holy, stop thinking short-term, small ball. That game played out fine ten or twenty years ago but its all changed now. If you’re trying to drive results through cold, impersonal email blasts that don’t address me by name (email works different than fax), include other email addesses in the To: line (yes, unbelievably I know the other email addresses that received the blast), and offer no opt-out provision (which is kind of breaking the law), then have fun on the ride down. I guess that means your client is riding shotgun.

Time to wake up and realize the PR game is now played through relationships.

And it’s not as if these questions are just for PR folks. They’re applicable to customer experience, marketing, and sales folks as well. Just focusing on your side of the action without considering the relationship with the folks on the other side squanders the potential connection. And in this case, everyone suffers.

photo credit: tashland (via Flickr)

But instead, how many times do businesses listen for what they want to hear from their customers? Or maybe get defensive about what is said? Or take what is said at full face value and miss out on so much of the subtext and subtle (but far more powerful) meanings behind the customer’s experience? If you’re only paying attention to what sits at the surface, your business is missing important data that could mean the success or failure of your product, service, or full brand proposition.

We anthropologists are trained to uncover these clues. When we listen, we don’t just use our ears – we use our full set of senses. We detect behaviors that might otherwise pass unnoticed. And we ask questions that attempt to understand how customers interact with their world and give their it meaning.

That may seem like a huge undertaking, but at the heart of our anthropological work is simplicity. Here are five simple ways to listen like an anthropologist:

Shut up.
The hardest thing for a marketer, executive, or consultant is to put away the agenda and stop talking. But do it. It is near impossible to talk and listen at the same time. Even if we don’t come at a customer issue with an agenda, we may still find it difficult to keep quiet. However, if we’re going to understand how to meet the needs of our customers, we’ve got to shut up.

Be naive.
This is the first of two steps toward having a child-like mind. As adults, we think our expertise is built on always knowing the answer (or thinking we probably know the answer). But its this very temptation to appear all-knowing that keeps us from actually knowing anything. Kids learn instinctively because they really don’t know things and they ask a lot of “Why?” questions. Here’s a truth: when it comes to understanding the world our customer lives in, we REALLY don’t know anything.

Get curious.
Step two toward a child-like mind is getting curious. When we approach a customer from a place of UNknowing, we ask better questions. And we don’t make the killer mistake of allowing assumptions to guide us.

Show me.
Having problems understanding what your customer is trying to express? Respond with, “Show me what you mean.” Get creative and help them show you what they’re seeing, hearing, feeling, experiencing. Look for the symbolism and meaning behind what they show you.

Record it.
As anthropologists, we’re trained to record every single detail we possibly can. We don’t edit, we simply record because we never know what will turn out to be vitally important while sharing an experience with a customer. Don’t just rely on electronic monitoring. Practice observing subtleties, seeking meaning behind the surface language and really listening for what’s not being said.

photo credit: niclindh (via Flickr)

The store’s windows and exterior were creatively developed to be eye-catching. I imagine someone painstakingly took their time to design and arrange the various props to entice casual shoppers like me to open the door. It was all so neatly done that I felt compelled to go inside and see if they had a gift for my wife. And here’s where the disappointment hit me like Santa himself swinging a bag of coal at my head. Not one of the sales staff welcomed me, not one asked if I was looking for anything in particular, not one did anything that would potentially complete a successful transaction. As easily as I entered, I left. What the hell was the whole point of the work devoted on the outside if it all goes to waste inside?

Now before you think this is just a problem with the retail buying experience as a whole, let’s think about a similar experience in the online world. Most businesses know they need a web presence to compete and so they go through the exercise of creating a spectacularly beautiful site. It has all the bells and whistles we associate with business or e-commerce websites. It’s chock full of animation and sliding panels and dancing kittens and all the usual links to every single social media network known to man. You look at it and think, “My word, this is the most impressive website I have ever seen and will likely see ever again!” And then what? Well, this is often where all that wondrous and creative design talent goes straight down the crapper. No one ever thought to ask about business objectives or about generating a sale. In other words, your customer just walked through the door based on an artful exterior but doesn’t know what to do next…so they wander aimlessly and likely leave.

Most consumer-driven websites unfortunately don’t focus on the all-important Ask, which is the primary funnel for directing visitors toward taking an action. But there are a few things you can do to ensure that your site not only looks great but fulfills the investment you’ve made in your web presence.

Know your goals before ever thinking about design. Don’t spend all that time on the external window dressing only to ignore the reason why your customers enter in the first place. I can’t say how many times I’ve seen clients get wrapped up in the design process without a clear vision for what they want their site to achieve. It’s the classic case of putting the cart before the horse. Before building a new site or committing to a redesign project, get clear about what you want your site to do to drive business to you.

Be crystal clear and inviting with your Ask. Think of your website’s Ask as the warm greeting your customer receives when they enter the store. If you know your audience’s needs, then your Ask should be a knowledgeable sort of “How can I help you today?” What does your business do and how does your website help you do it better? If your business is built to sell directly to your visitor, then develop an Ask that guides your prospect toward making a purchase or bundle of purchases. Or perhaps you’re a B2B company that uses your site to offer product information and generate leads; if so, then create an Ask that funnels visitors toward a lead generation form. Whatever you choose for your Ask, make it not only clear, strong and tied to your business goals, but focused on the psychological needs of your customer.

Measure your results. You just can’t assume that your Ask is going to be automatically successful. That’s like having a great storefront and a greeter at the door only to take whatever money you receive from purchases and toss it in a bag and forget about it. You have to know whether what you’re doing is leading to achieving the key objectives you set for your business at the beginning. Same thing for your site. Know whether your Ask is funneling prospects toward completing a goal. There are several tools to help you like Google Analytics. It’s free so you have no good reason for not incorporating measurement into your plans for success.

Your website isn’t just there to look pretty. It has a purpose. Help your customers achieve their purpose through a great Ask and you’ll see successful results.

Do your supporters know how to most effectively support you and your campaign? Sure, maybe those key individuals who have been with your campaign for a while know how to do it. But what about new supporters? Have you made it easy for them?

My majority of my professional background was spent in nonprofit association membership management. For my association to be successful, we had to be adept at quickly engaging prospects and helping them go from curious prospect to new member to passionate advocate. The cost of not engaging these individuals at their first exposure to the association could have dire consequences for the long-term success of the organization. It’s very much the same for your campaign. If you want to create a welcoming environment that helps turn a curious potential supporter into a passionately vocal advocate, here are a few ideas you can implement on your website and Facebook page:

Create a Volunteer 101 page. Don’t assume that everyone knows how to volunteer for a campaign or what they should expect from the experience. You likely find that many folks are getting involved in supporting a political candidate for the first time. Go beyond the all-too-typical Be A Volunteer/How I Can Help web form and post information like…

• a volunteer FAQ answering typical first-timer questions
• descriptions of volunteer activities with anticipated time commitments
• profiles of volunteers with their testimonials

Have your passionate volunteers serve as welcome committee. Go to almost any church and you’ll see a good model for how to welcome new folks to your campaign. As important as he or she is, it’s not the minister who does the bulk of the welcoming – its the passionately excited members of the congregation. Figure out who your most faithful are and prep them to reach out to prospects and new volunteers.

Show videos of other volunteers in action. Take away some of the mystery of volunteering by showing your volunteers canvassing door-to-door or making phone calls or hosting house parties. Create a documentary as volunteers share their experiences, what works, what doesn’t work and why they feel their volunteering for your campaign is so important.

For me, here’s what the study drives home.

1. A shift from the masses to the micro.
Here’s a quote from Bob Hirschfeld, senior public information officer for Lawrence Livermore National Laboratory:

“[Twitter’s a fad] because everybody’s doing it. Ashton Kutcher and CNN have a steady supply of fans who want to know what they do. People like us, people with a job to do, every so often we do something of interest to the general public [but] we don’t have that steady supply of stuff that the public is interested in.”

I think this viewpoint spotlights how professionals are struggling to overcome the old focus on how to speak to the masses. If you can’t speak to as many people as possible, then the effort is futile. You see this every time someone uses generalized words like “public”; in this case, Hirschfeld is concerned there’s just not a “steady supply of stuff that the public is interested in.” I’ll submit that aiming for the masses is no longer an efficient or productive action. The individuals and organizations who will succeed in the new world of business will be the ones who know their power niches and can communicate with them in a personally relevant way.

2. Broadcasting might not be dying, but it’s no longer the sole answer.
With that said, I don’t believe that broadcasting is dying. There’s still a place for it as a communications vehicle. Websites such as CNN, BBC News, ESPN, etc. still serve up broadcasted information. But the critical difference is that broadcasting is no longer the only mechanism for communicating with your audience. Most of the better sites understand this and allow visitors to personalize their delivery (see BBC News for a good example).

Other sites build around smaller, more interest-focused communities, which takes the micro to deeper level (see what Sony has done with their Backstage 101 or what DadLabs.com is doing with fathers). Someone tied to the old ways of viewing business might see this as a negative fracturing of their audience base. They’re liking thinking, “Crap, now I have to have multiple talking points for all these different audiences.” And again, that thinking exposes the mass approach that is no longer viable.

But rather than freaking out and seeing this as yet another sign of the apocalypse, consider what incredible advantages the micro-level offers to business. Rather than taking the shotgun approach that tries to hit as many people as possible (with the inherent dilution of overall message), communicators can approach each community and audience niche as a tailor-made occasion to develop messages that are relevant to the individual.

3. The future will require changes to your business thinking and operations.
We’re in the midst of a huge shift away from one way communication (at both mass and micro levels) and toward multi-vocal dialogue. And yes…this will require some changes to the way organizations think and operate, as well as to the way they communicate internally and with customers. As Josh McColough, a communicator at Sherman Health, notes: “The trick is to keep information coming and conversation active.”

Effective business is going to be about building relationships and personally-relevant dialogue rather than continuing the old trick of blindly bludgeoning a public with broadcasted communications. The only question is: Which side of this divide do you want to find yourself on?

Companies either…want to overcontrol the mischief their employees can make via social media so they impose a laundry list of legal “do’s and don’t's” that make everyone paranoid about doing anything online. The results are bad relations with employees, a stifling of innovative external outreach and a reputation for being a stodgy, stick-in-the-mud company.

Or…companies want to let their employees feel free to sow their wild social media oats but acknowledge that some protection must be used. So they tell their folks, “Hey, go forth and have fun, but don’t do anything stupid.” The result is that no one knows what they hell “stupid” means. It’s rather like a parent handing their 16 year old teen driver the keys to the car with an expectation that the kid is smart and nothing dumb will happen. So what does happen? The kid gets caught up in the moment of unfettered freedom and wrecks the car anyway. How many smart people has that happened to? Plenty…and I’m one of them.

So we clearly have a problem with the whole “Don’t Be Stupid” policy. Might I propose something slightly more realistic: Put a fence around your organization’s social media activity.

Yes, I’m advocating for something in the middle of the two extremes of strict legalistic policies and loose freedom. It’s something akin to what my wife explains to me everyday in her work as a preschool teacher. We all need to know where our boundaries are, regardless if we’re 4, 24, or 44 years old. The key is to set boundaries that give a person room to roam and explore their space. Set the boundary too tight and you impede curiosity and growth; set it too loose and you risk losing focus and consistency.

What to do? Here are two key ideas but remember to put them in context with your own organization’s business strategy, organizational structure, and people policies.

Purpose: Why are we engaging in social media dialogue with our customers?
It’s a simple question that far too many organizations don’t have a consistent answer to. But using social media tools without a purpose is like taking a hammer and banging on your walls: yes, you’re doing something but you’re not really sure if it’s anything constructive (probably not). Every single organization that is using or thinking about using social media tools needs a purpose. Without that purpose, then everyone’s reasons for Twittering or Facebooking or blogging is acceptable by default.

Policy: How much room do we have to roam about in the social media space?
I didn’t say I was completely against policy. What I am against are policies created solely from upon high in the organization (likely with Legal’s review) and then set in stone. What this manages to do is disconnect the actual employee practitioners from the process. More command-and-control that regards employees as cogs that can be moved as needed by management.

Policy needs to be created like this:

• Based around your organization’s purpose, involve a diversity of perspectives and gather input into the creation process.
• Revisit your policy on a frequent basis. Anything need to be changed? Added? Deleted entirely? Policy should be a fluid, evolving structure that gives everyone an idea of where their boundaries lie.

Peer-Observation: How will we monitor our actions and progress?
Your organization has a purpose in using social media tools. And it has a set of policies to guide activity. How will you make sure they’re used appropriately? Rather than set one person up as the brute squad enforcer or make it just management’s responsibility to curb questionable activity, create an expectation that all participants will monitor their peers’ activity. And build a process where these issues can be addressed as learning opportunities as opposed to sanctioned beat-downs. If you’re not sure if this will work based on levels of trust or camaraderie in your organization, then you might have another problem to deal with first.

The thing about social media is that you better trust your people to speak honestly about their work and their experiences. If you’re thinking of launching any social media initiative and you don’t trust your folks…well, that would just be dumb.

Yes, we’ve all sat through some mind-numbingly dull PP presentations. And I guarantee we’ve all had similar experiences with presentations that didn’t use PP at all. The common denominator here is the presenter and their inability to use their presentation tools.

Paul Sloane at Lifehack wrote today about Six Ways to Transform your Presentation. Not surprisingly, step number one was Throw Away PowerPoint. This advice is almost cliché. PowerPoint is a tool just like a chainsaw. Give the tool to someone inexperienced, and yes, they might just destroy something.

Folks, the problem here isn’t PowerPoint…it’s the presenter.

I’m also going to argue that just getting up in front of a crowd and delivering a presentation without strong visual elements to augment your speaking is missing the potential of multimedia. Think which visual images would make what you’re saying stronger? Some folks learn more from what they see than what they hear.

The bottom line is: Don’t be afraid to engage all the senses in your presentation.

All I can do is shake my head and wonder if this is the product of a committee? You know, when a group of extraordinarily well-intended people get together and then beat a good idea senseless with a lot of weak-knee compromises and watered-down solutions. What’s wrong with the campaign?

Persistent Navel-gazing. If associations can be accused of anything, it’s an internally-directed focus on themselves and the issues affecting their membership. This is only reasonable since it’s a core concept that’s driven associations for quite a while. I will not argue with the need to rally together with other like-minded individuals as there is truly strength in community. But that strength becomes a weakness when it neglects to acknowledge the community’s existence within a wider society. Too many associations exhibit an excessive self-absorption and The Power of A does nothing the reverse this trend.

Social Media Mediocrity. The campaign’s site has the look of a truly interactive community except without any of the interactivity. Well, that’s not quite true: there’s a place to add your association and add a blog post. Note, though, that the blog post is only to be used by associations (your Association is a required field for posting). So far, it looks like a way for associations to just toss in their boilerplate PR message which is hardly blogging and definitely not going to yield comments.

There are other half-nods toward social media. There’s the inclusion of a Twitter feed using the #pwra hashtag and a Social Media Room which is little more than a collection of ASAE resources (and a “Power of A Badge?). None of this I would go to the trouble of categorizing as social media.

Audience Confusion. I could almost forgive the above two problems if there was a sense that ASAE knew who its audience is. But its painfully apparent that there is no clear understanding of who this campaign is targeted toward. Witness on the front page these two statements:

• Help us share The Power of A with all Americans.
• ASAE created this site to stimulate discussion among association leaders, policymakers & other stakeholders, so that the best and brightest ideas can be shared & help resolve issues of importance.

So who in the world is The Power of A speaking to? In an online world with intense competition for attention, where is the value proposition for anyone to learn more about the work that associations are doing? It may be an attempt to generate awareness, but with without individual interactive engagement it still equals boringly old-school broadcasting. Again, it seems that the focus of this site is a whole lot of “look at us, aren’t associations grand!” and “please pay attention to us, we’re very important.” but very little “what can associations do to be relevant in your life?”

One reason why I’m so critical of this campaign is because I really want for associations and ASAE to succeed. There is so much great work being done through this sector of our economy and a lot of good people put their heart and soul into this great work. So rather than contribute little more than armchair sniping, here is what I hope The Power of A can truly evolve into:

Engaging Public Dialogue. Speaking with policymakers is fine and it should be what every ASAE member expects from you. If it takes a special campaign to do it, then something is going wrong. And frankly, even if this is a problem, I don’t think this is the critical issue facing associations. The real issue is relevance. The question is always, “How are associations relevant to the betterment of our society?” For goodness sake ASAE, if you’re still wondering if public awareness is important, then act like you don’t know because you probably don’t. We live in a golden age of communication so here’s a start:

• Engage individuals not involved in associations with provocative questions.
• Stop talking at people. Instead, listen, understand, and share.
• Open up www.thepowerofa.org to allow these people to ask questions, truly learn more, and develop meaning for themselves.

Connecting Value. If the general public doesn’t understand what associations do, throwing high-minded generalities at them probably isn’t going to help. If you want to build lasting awareness, then help people connect the value of associations to their life on their terms. That last phrase is important. Marketing, PR and the Communication trades are learning the painful way that bludgeoning an already overwhelmed audience with their corporate-driven message is a losing proposition. If you want people to listen now, you have to develop a relationship where your audience wants to know you, wants to know your perspective, and wants to share their own. Connecting value is a two-way dialogue.

Exciting the Imagination. Dang it, ASAE…surprise me! Help me believe more fervently that associations are worth having. If every single association shut down tomorrow, why the hell should I care? Again, don’t pitch me on some high-minded generalities. I’m not an association professional any longer so think of me as one of your target audience members. Make me a believer. And then help me make others believers. Do it soon because right now, I’ve got a strong case of the “whatevers.”

05.03.09 – Update #1
Other folks have similar criticisms of and suggestions for The Power of A campaign. All recommended reads if you’d like to get a flavor for the reaction:
Deirdre Reid’s The Natives Are Restless – How Do You Respond?
Maggie McGary’s The Power of..Huh?
Lynn Morton’s Power of A, lets take it to the next level!

05.04.09 – Update #2
Two more blogposts today related to The Power of A campaign:
Dave Sabol’s The Power of Missed Opportunities
Jamie Notter’s The Power of Frustration
And finally a response from John Graham, President and CEO of ASAE and The Center:
The Power of Conversation

Business leaders…care to know what I did after reading this? I went to see where my nearest Micro Center is located (sadly, none in Austin). But I now know I can buy online from them and I’m inclined to make Micro Center my first stop when shopping for electronics.

All it took was a conscientious employee monitoring the discussions for their brand and rectifying any complaints with a swift apology. Easy, right? Then why don’t more businesses do this? Look at how something so simple as an apology can create passionate customers.

Kudos to you, Ed. I hope your management appreciates the work you’re doing.