Welcoming Unsubscribers
Let’s cut to the chase–if you’re not getting value from these weekly seminars, or if you just plain don’t have time to apply what you’re learning, you can unsubscribe easily by clicking on the link at the end of today’s issue.
It’s not that I want you to go! But, I don’t want you to feel like you *have* to read each issue, or that applying what you’re learning is a chore you must do before going on to more fun activities.
Of course, I hope each issue is rewarding for you. And I hope you truly enjoy putting into action the things I’m teaching you. But, if you’re not, no hard feelings–the seminars just aren’t the right fit for you.
And that’s your final lesson about information. That no matter how valuable you think it is, no matter how relevant you think it is, your reader gets to make the final evaluation. (By using their unsubscribe button.)
And that’s a blessing! Because, as much as I adore each one of you (and I really, truly do!), if you feel like you *have* to read this newsletter, it dampens both of our experience.
Just think of it this way–which would you rather have: a list of delighted readers who devour each new issue and eagerly put your advice to work; or a list of readers who like your newsletter well enough but really don’t have time to read it and let the issues pile up in their inbox?
The fact is, it’s a lot more fun to interact with readers who eagerly look forward to each new issue than those who feel obligated to read what you write. And the energy you gain from those interactions will make *everything* you do with your newsletter easier and more rewarding.
It’s just plain enjoyable to send each issue, knowing that I have readers who “hang out by the inbox,” as one reader wrote recently, waiting for their copy to arrive. And that’s what I want for you, too.
There are readers you just won’t be able to please. Whether their style is too different from yours (so they have trouble learning from your approach), or they have only a passing interest in your subject, those are readers who will be better off on someone else’s newsletter list. Though it may seem like they’re rejecting you, in reality, they’re just “opt*ing out”–no emotional attachment whatsoever.
Way back when I first started publishing Newsletters in Focus, I sent out an issue mentioning that I wouldn’t be talking much about distribution options. And I got a flood of unsubscribers.
My first instinct was to reverse my decision and write about those distribution issues even though I didn’t want to. But then I realized two things: 1) I just plain don’t enjoy talking about distribution–I consider it the most dry part of email newsletters; and, 2) The people who’d been interested in the topic *weren’t* on my list anymore 
.
Sometimes it’s tempting to try to keep readers on our list by “giving them what they want” even when it’s something we really don’t want to deal with. But don’t give in! The right readers will find your newsletter if you stay the course, and continue to provide top quality content.
Your challenge: See unsubscribers as a blessing. Wish them well, and then focus your attention back on those readers who delight in each issue. Consider them just a part of your reward for a job well done!
P.S. One more note on audio: To see an example of how a publisher uses audio for his newsletter readers, check out Jason Stein’s newsletter at www.jasonstein.com. Jason reports that since adding audio to his newsletter his subscription rate has increased dramatically.
Members: Talk about this topic in the forum.
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About the Author
Jessica helps independent professionals become Indispensable Experts through powerful publishing programs. She works with clients one-on-one as a newsletter designer and writer and in groups through the Newsletter Spa.
Email Jessica directly, to find out more.