Staying in Touch

Who this book is for

Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.

Sound familiar?

• Has a list of several thousand and almost nobody opens anything.
• Only writes when there's something to sell, so recipients only ever see promotions.
• People interested today but not ready fall out of the system with nobody following up.
• No sense of how often to write, so it swings between bursts and months of silence.

Each chapter answers one question

1. Chapter 1: Is a bigger list a stronger list?

   How did the people on my list get there?

   A big list of people who do not remember why they are on it is smaller than a short list of people waiting to hear from you.

2. Chapter 2: If every message sells, will anyone still open them?

   Of my last five messages, how many were sales pitches?

   If every message is an invitation to buy, people learn to ignore you.

3. Chapter 3: What are new subscribers waiting to hear?

   What does someone who just left their details receive in the first seven days?

   The first days after someone leaves their contact are when they pay most attention, and also when they are most often left empty.

4. Chapter 4: Annoying or forgotten: how often should I send?

   How often do I send, and where does that number come from?

   Send too often and people leave; stay silent too long and they forget who you are.

5. Chapter 5: Can one message fit new and loyal customers alike?

   Am I sending the same thing to three very different groups?

   People who have not bought, who just bought and who bought long ago need three different kinds of content.