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By Robert Middleton – Action Plan Marketing

If you asked people their definition of marketing, many would answer with one word: NOISE!

I often react that way as well - I'm tired of the noise. 

Last year my wife and I disconnected our cable service and no longer watch TV with commercials. (We watch shows on Amazon Instant Video and Netflix).

It's quite a relief no longer being bombarded by TV commercials. Their absence tends to somewhat quieten the mind's insatiable demand for MORE. 

Of course, email is bombarding all of us every day with commercial messages. And you also get some of those emails from me. 

But there are different kinds of promotional email messages. Some are full of noise and some are full of silence

What's the difference?

"Noisy" emails are all about getting something "you can't live without." They're full of hype, manipulation and urgency. 

I assume they work to some degree, on some people, but if you're like me, they are also big turnoffs. Noisy emails don't make me feel good. So I tend to tune them out. 

"Silent" emails simply communicate about "what is." There is no hype-factor, manipulation or false urgency. 

Since I do my best to do email promotions from this place of silence, I can attest that they work very well. They speak to real needs and offer authentic solutions. They communicate clearly and honestly.

How do you write "Silent Email Promotions?" 

I don't think I've ever addressed this specifically, so I don't have a step-by-step rule book, but let me share how I approach doing promotions by email. 

1. Offer Tangible Value – First of all, do I have a program or service that's needed by Independent Professionals (my audience) which offers real, tangible value?

For me, tangible value is when my clients or students make positive changes as a result of our work that increases their ability to attract their ideal clients. 

2. Make the Foundation Solid – A solid foundation comes from actual experience and expertise, not speculative principles and practices. You need to really know your stuff and be good at it. 

When developing programs, I realize that nothing is as simple as it seems. So I pack them full of step-by-step how-tos. 

3. Be Realistic in Your Promises – Promising an "Ultimate Outcome" is important, of course, but that outcome needs to be real and reachable if the client does the necessary work.

The tendency I see a lot these days is to promise way beyond what's possible for an average client to achieve (with hardly any work required)! 

4. Make Integrity Your Guide – If all else fails, tell the truth! Explain in depth what your services entail, but don't embellish those services or give false promises. Also share the real challenges your clients will face in achieving their goals.

Unfortunately, a lot of marketers make outrageous promises and then blame the client if they don't succeed. Don't do that!

5. Put Service Above All Else - Service means the action of helping or doing work for someone. Everything you do in your business - including your email promotions - should actually add value. It should inform and inspire your audience.

Don't think of your email promotions as something different than your business. They are the same as your business. You want your messages to be congruent, clear and genuinely helpful.

These "Silent Emails" tips are not a writing or style guide for creating email promotions. They go beyond that. They form the foundation for communicating from your authentic, real self. 

And what is your authentic, real self? Ultimately, it's the stillness, silence, and awareness of your essential being. When that silence is expressed in all your marketing, it connects with the silence and authenticity in others. 

If you come from that place of silence, you can't go wrong. 

Cheers, Robert 

P.S. I will be doing some promotional emails for the More Clients Club for the next few weeks with a Relaunch on Sept 7. Please stay tuned to those emails which will come on Wednesdays. 

My promise to you is that these promotions will be guided by the principles I outlined in the eZine today.   


0 # Mia Sherwood Landau 2016-08-23 10:26
I love this post, Robert. Silence can be scary in real life, too. We don't expect silence, and usually grow comfortable with silence only when we know someone very well, and that takes time. Many times I marvel at what I learn in person and in my reading by taking note of what the speaker or writer does NOT say. It's a fun exercise.
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0 # Jo Bell 2016-08-23 16:13
Robert, no-one could ever accuse you of being a noisy marketer and I think that is one of the 'secrets' of your long-term attraction to those you serve. I have been on your list for many years and whilst others come and go I have never considered unsubscribing. That's pretty impressive for anyone in business, and I know I'm not alone in this. I like this quote about mastery that I think fits you to a 'T'

“The master of the garden is the one who waters it, trims the branches, plants the seeds, and pulls the weeds. If you merely stroll through the garden, you are but an acolyte.”
― Vera Nazarian, The Perpetual Calendar of Inspiration
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0 # Daniela Mannucci 2016-08-24 09:56
Dear Robert, what a clear and beautifull article. Thank you so much. I could feel the truth and the state it produced as I read about being in the 'silence' of one's true authentic self. Really beautiful. This is what I want to aspire through with my articles.
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Robert Middleton, the owner of Action Plan Marketing, has for 30 years, been helping Self-Employed Professionals attract more of their ideal clients.  He offers the online membership site, The More Clients Club, and individual coaching and consulting through his Marketing Action Coaching. If this is your first visit to the More Clients blog, make sure to get a copy of the Marketing Plan Workbook and join the Marketing Club Forum for free.