50 marketing mistakes / Mistake #13
Mistake #13 of 50Don’t send an email just to send an email.
Give them a reason to care: something useful, something new, or an offer.
What it costs you
“We exist” is not a reason.
“Just a quick update from all of us!”
“Happy Monday!”
“Quality service since 1998.”
Those might all be true. But your customer is asking a different question: “Why should I do something about this now?”
If your email doesn’t answer that, they think “that’s nice,” and delete it.
Do that enough times, and they stop opening them.
A real example
Two emails from the dentist
A dental office sends an email to every patient, every month.
Email #1: “Happy Monday from all of us at the office! We hope you’re having a great week. As always, thank you for being a patient.”
Nice. Friendly. Nothing to do. Delete.
Email #2: “It’s been six months since your last cleaning. We just added 7 a.m. appointments, so you can be in and out before work. Reply with a day this month, and we’ll hold it for you.”
Something useful. Something new. One easy next step.
The first email said, “We exist.” The second one gave them a reason to reply.
Same office. Same list. Same day. Only one of them fills the schedule.
Why it happens
Why the empty emails keep going out
Nobody opens an email because you were due to send one.
Do this instead
Give them a reason.
Every email needs one of three things: something useful, something new or an offer. If it’s an offer, run it through the four-part check before you hit send.
| The check | What it means |
|---|---|
| Useful | A tip, a reminder, an answer to a question they didn’t think to ask. |
| New | A new service, new hours, a new face on the team, a new season coming. |
| Clear | Someone understands the offer in five seconds, without reading it twice. |
| Worth it | Something your customer actually wants, not something you want to get rid of. |
| A deadline | “Good through March 31.” Without one, “later” turns into “never.” |
| One easy next step | Call, book, reply, bring it in. Just one. |
Can’t find a reason? Then it isn’t ready. Write the reason first. Then write the email.
Do this today
- 1
Open the last email you sent to customers.
- 2
Ask yourself: is there a reason to act now?
- 3
If not, write one offer that’s clear, worth it, has a deadline and one easy next step.
- 4
Send it to your list this week, and count who uses it.
Your business didn’t change. Your customers just got a reason to show up.
From the book
Chapter 5: Give Them a Reason
Starts on page 40. The whole chapter, plus 250+ ways to market your business, in the free book.
Download the free bookIdeas that fix it
Reasons to come in this week.
Idea 2 · book page 262Send a Personal EmailFreeCosts nothing and reaches a real person today.
Idea 167 · book page 345Performance T-Shirts$7–$18 eachWorn during every workout.
Idea 147 · book page 335Water Bottles$4–$12 eachCarried everywhere, every day.$0Idea 24 · book page 273Start a Simple Email NewsletterFreeStay in front of every customer every month.
Idea 171 · book page 347Insulated Tumblers$8–$25 eachUsed daily, and seen on desks and in cars.
Idea 64 · book page 293Stickers$0.25–$1 eachGood stickers end up on laptops, bottles and cars: free ads.Want a plan with a reason in every email?
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