In December 2006, I was contemplating sending out an electronic newsletter as an alternative to keeping in touch with clients and potential clients via individual emails. The problem I was having was that I had to send 27 emails a day in order to achieve my goal of writing to each contact just 4 times a year. And of course, my list of contacts was growing every day. Although there were a lot of reasons why I preferred sending individual emails, this had become quite a time burden and in January 2007 I took the plunge and signed up with a newsletter service.
Last month I finally canceled the subscription. Why? Because in the last few years it seems that the number of impersonal emails we all receive has grown so huge that each one is just another decibel in the noise. The noise is deafening, and I don’t want to contribute to it any more.
When I first got into the voiceover business, I thought that the more companies I contacted, the more business I would get. In theory that makes sense, but if one isn’t careful, the list of contacts itself becomes “noisy”. It gets to be full of companies that aren’t a good fit for one reason or another. One of the many reasons is that it includes people who don’t like to be contacted by voice actors they don’t know. Considering that the best way to get business is via referral, there are probably lots of people in that category.
Since cancelling the subscription, I’ve been trying to figure out what to do instead. Business people are supposed to market. The odd thing is that I have more business now than ever, but still, I need to have a plan, right? So my plan is this, and it’s an evolving one: go through that database yet again. It has grown to over 3700 companies, still with only around 1200 that were on my email newsletter list, but I’m looking at each of those companies and deciding if I really want to do business with them. I’m trying to make the list much smaller, much more reflective of the kinds of people I like to work with. If they have a business page on Facebook or a Twitter account, I join, or Follow, or Like (so far there are relatively few that have links from their website to Twitter or Facebook, even if they actually do have an account) but I hope more will catch on). I do like the idea of having a “conversation” with the business and with its fans, friends, & followers. After this current decluttering and Liking/Following project is done (as in, I’ve gone through my entire database), I’ll have to make further decisions about how to keep in touch – whether by personal emails, postcards or even hand-written notes. I just want to make the contact more personal than it has been the last few years.
Marketing is an ever-evolving process, as we try different things and assess their effectiveness and how they feel to us. The business landscape is constantly changing as well, as new trends emerge and people tire of the “old” ways of doing business. But my concerns over the use of electronic newsletters are the same now as they were when I first started wondering whether to use them – they’re impersonal, and the more such tools are available, the more people seem to want “old-fashioned”, real life relationships.