In fact, one of anything biz-related can be a surefire path to failure.
One employee running the show? What happens when that person has an emergency or has to quit for some reason?
One major client who brings in 80% of your revenue? If something happens to that person’s business, then the impact on yours will be devastating.
Great to remember.
However, there is a place where avoiding the number one is NOT the best option.
Email (and all marketing and communicating you do with your peeps) is where you MUST elevate the number one to royal status!
ONE call to action.
ONE story or angle.
Many businesses (and yes, that includes the lone self-employed person) drive away responses and customers because they give too many options on their websites and especially in their emails.
I was chatting with someone who leads a neighborhood association and who was complaining that no one responds to his emails. And once I read his email, I was not at all surprised! In that email alone, I counted six different calls to action!
When people get that many choices, they end up doing the one thing that feels easiest:
So, why do we business owners do this? Why do we feel compelled to give people so many options and choices?
1 – Assumptions.
We assume everybody remembers who we are. We assume they’ve read every email we’ve sent. We assume they know we’re in the middle of a membership drive/launch/campaign. We assume they know why they’re on our list. We assume they know why they do anything. We assume they know how to find us or what to do next.
Assumption is the enemy of all marketing. (It’s the enemy of all communication.)
2 – Fear.
Many business owners come from a “lack” mindset.
A lack mindset makes us try too hard. It makes us “grab” at people. We try to tell them too much. We give them every possible option because we’re scared we might lose SOMEONE. So we try to get everyone.
This is acting from a mindset of fear and lack.
And here’s the problem with both of these things:
Everyone is just a click away from leaving your site or your email. If they’re confused, they have other places to go, other sites they can visit — someone else who is NOT going to confuse them.
So, from now on, every time you communicate with your clients or prospects ask yourself, what is the one thing I want them to do?
What is the one thing I want them to do when they come to my site?
What is the one thing I want my prospect to do when they read this email?
What is the one next step?
Don’t fire-hose them. They’ll go away if you do.
Just focus on the rule of one and you’ll be surprised at how much faster your clients and customers respond!
“Yeah, but what about if you have lots of great stuff to say??”
If you have this problem, then most likely you’re not communicating regularly enough with your peeps!
Consider communicating much more often – but in smaller doses. If you’ve been sending a monthly newsletter, try moving to a weekly format.
When you do this, your customers will be able to consume your information. They will know what to do next.
And they’ll love you so much more for making their lives less confusing and for serving them at a higher level.
So, here’s what to do next:
In the comments, tell me your #1 biggest question or challenge about composing and sending emails to your list.
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