Advertising is Annoying
So back to pottery barn pottery barn advertising great advertising is annoying we all agree advertising it's annoying it's effective but annoying so it's annoying when you're not sure use how you got on the list that's annoying it's also annoying when there's nothing useful in it it just sails right sales or useful sometimes like a discounted useful but beyond the discount it's annoying if there's nothing useful there's nothing of interest in the thing to chew on in there so our goal is to create une email newsletter that's more than just annoying advertising okay, so now we're going to a little brainstorming exercise and I want you to think first about publications that you receive right now all publications maybe print publications but you can think of online ones too if you subscribe to small moments but thinking really about print publications like what magazines do you get when newspapers too you got to hold those in your mind right now. Okay, so what what are you getting and your...
mind? And we're going to think about the ones that you got that aren't annoying. Okay, so these aren't like the annoying circulars that get you know, blown into the newspaper but our actual things that you wants that you like um so which ones of those are your favorites? You guys have a favorite one you want to share that you love getting who has a favorite magazine that they get yeah really, which is a fashion publication and but they recently just changed from print, which I loved because I could like sit on the couch and read it to now it's only digital and I kind of have lost my rhythm for reading it although I super want the content in it but I also get your newsletter and another on a retail newsletter and they all that everything goes into a box that I read later you know, like when I'm just killing time you don't feel like working yeah or when I'm looking for things that I composed a facebook or stuff like that so I'm looking for things that have content that are valuable to me and I get a lot of stuff that I just like delete, delete, delete and then the day that I'm like, oh, they'll have that answer that I'm looking for then I can look at it good yeah that's good who also is a favorite magazine or newspaper here I subscribe to a uh it's called food musicology and it's a newsletter to sends up upcoming events that happened in the city clubs and stuff like that so it's always good information like that good so my favorite one of my favorite ones like yours is the local paper I subscribed with I live in wellesley, massachusetts and I ascribed to the wellesley townsmen which is our local newspaper so here's a question why did you sign up to get it so maybe because you want to be able to go toe local cultural happenings in town I want to know about you know, local arts events, local news things I could take my kids tio right maybe why did you just subscribed to women's where daily like what was the impetus ts because I work in the fashion industry it's like the trade paper so you want to know what's happening you have that motivation right to know what's going on you're motivated and how would you feel if they stopped coming what what happened so women's wear daily at least they went digital but what if it hadn't gone digital what if it had just gone away it would take me so much time tio accumulate the information that they're getting I mean that's what you have newspapers for um so yeah it would mean a lot more work for me too try and find out information and I wouldn't necessarily have the same sources that they have or kind of the ability to filter it which I assume any publication is doing right so how would you feel if you are stopped coming if they just quit they went under looper information probably pull in you know a newspaper you know like the l a weekly or you know have to actually you know go on a web site try to find it somewhere piece together yourself right exactly. So you want that you got it because you want that right like that you're in there because you want it yes, I had a magazine that actually did go under yeah, he sent me some of the magazine every month the other magazine came I was so sad because I missed the one I really liked and this other one I'm coming to be like oh he's gone right just read my mind and in your face yeah, totally okay and if you didn't want any all right? If you stop working in the fashion industry and started a different career or retired or something like that and you didn't want it anymore you would just unsubscribe like you call the office or hit the button or whatever and say no thanks like I'm all and I'm not interested in this publication anymore okay, so you have to think of your subscribers in that same way so they're getting it because they want that and if they don't want it belief so we're gonna translate those features into a publication that you can send out on behalf of your craft business so I get my local paper I love getting it if it went under and was gone I would be really sad because I would have to as you said piece together all that information I also get an email newsletter that I love called hot pod, and it is a newsletter about podcasts. I create a podcast among the things that I d'oh and I love podcasting. I love new media. I love knowing about podcast. Listen, teo, I love hearing about the industry as it grows it's a new industry, I think podcast thing's awesome, so I get hot pod and it comes on saturday mornings and it always comes right after pad breakfast with my kids, and they're all reading and doing other things, and I can sit on the couch with my coffee and read hot bod, right? And I say that, you know, like, I'll save it for that moment when I can fit and read hot pot and it's a treat, I love it like I love it here, come in, I'm like mick, you know, and I get the fit and read, I favor it, so what we're going to do is help you create something that your subscribers will feel that way about will be sad. If it was gone, right bill, they'll love getting it, they'll favorite that's the goal.