Something's bothering me. I keep on reading about response scoring, response-lead conversion ratios, click-thru rates, ROI. I've nothing against these discussion points but there's something missing - the human touch.
Think about the responses from your latest campaign. What's your mental picture of those responses? Are they digits on a spreadsheet - depersonalised, abstract, numerical. Or do you picture real people with a todo list as long as yours, struggling to find a way through some tricky issues. Imagine what might happen if you asked him "how might I help?" rather than "why haven't you bought something yet?".
So the next time you're looking at the reports from your campaign, stop for a moment. Do you want to help him, or simply want to count him?
Think about the responses from your latest campaign. What's your mental picture of those responses? Are they digits on a spreadsheet - depersonalised, abstract, numerical. Or do you picture real people with a todo list as long as yours, struggling to find a way through some tricky issues. Imagine what might happen if you asked him "how might I help?" rather than "why haven't you bought something yet?".
So the next time you're looking at the reports from your campaign, stop for a moment. Do you want to help him, or simply want to count him?
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