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Beliefs Differentiation Marketing Self awareness

Last chance or you’re fired

When we boil down what we give and like to get, in business and life, it’s all about the perceived value we deliver and receive.

When was the last time someone said that to you?

Most likely, it never happened to you, but if it did, how did you respond? What did you do? How did such a message make you feel?

Did you get your act together and started to deliver the results you were asked to deliver? Or did you decide otherwise?

I got this message last week. By email.

You probably don’t believe me, but I really did. It’s just not what you think it is.

Before I move on, let me ask you whether I caught your attention?

Because attention matters.

I look at the statistics of my weekly insights to analyze what works and what doesn’t.

I have an opening rate of about 50%, which is above the industry standard.

I will have to get used to those statistics, but I’m still a bit bumped that 50% of subscribers choose not to open my emails.

I know. They’re busy. They don’t have time.

You make the time. Thank you!

My guess is I will have a higher opening rate this week because of the title of this email. I’ll let you know.

Back to why it’s not what you think it is.

Over the past few months, I’ve educated myself in online marketing to build my subscriber base.

I signed up for a few brilliant email marketers to follow them and see what they’re doing.

Marketing was one of my major topics at university, but the world and the profession have evolved dramatically.

Once you’re signed up for these newsletters, you start receiving their emails. The email I described above was one of them.

Some are great; some are not so great; some are pure marketing and no substance.

In the end, it’s all about the value you get.

The best emails are thought-provoking, make you reflect, and are also a bit entertaining.

That’s what I try to do as well.

My entire career, I received feedback that I’m skilled at seeing what’s underneath the surface and asking the right question at the right moment. To provoke thinking and reflection.

Not to settle for what the majority is thinking.

That’s what I try to do in my writing as well.

I’m not a mainstream person, and I’m intrigued by people who think differently. I believe that’s where the gold is. Just ask the likes of Steve Jobs, Jeff Bezos, and others.

One of the best movies I’ve ever seen about ‘going against the mass’ is a classic titled “Twelve Angry Men.”

The movie is a jury trial where twelve men need to decide to convict a suspect or not. When the jury starts deliberating, eleven of the twelve men favor a ‘guilty verdict.’

One wants to explore the case more. To the frustration of the other eleven.

If everyone would quickly agree, all would be home soon.

Long story short, after a long and heated discussion, the twelfth man is able to convince the other eleven that there’s not enough evidence to find the suspect guilty.

Case in point: stand for what you believe in and look at the facts.

So, I try to differentiate myself by sharing my beliefs in a lighthearted and straightforward style with my emails. Not too much sophistication, not too many words.

In the end, you already get enough emails, and I need to do my best to stand out and make those three minutes of your time worthwhile.

Otherwise, I failed. And might get fired. By you unsubscribing.

The email I received last week triggered my attention.
In it, it laid out my last chance to sign up for an online training.

It didn’t work.

My promise to you is that I will never threaten to fire you. Again.

So, don’t hesitate, subscribe and contact me for a free 30-minute session.

Do more of what makes you happy.

Erikjan

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Erikjan Lantink
Business & Leadership Coach

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