You have to know "when to say when." Don't let the need to market to customers actually cause you to execute tactics that turn them away.
So the OFB folks made me go get a haircut today. Apparently the
"mullet"
had just gone too far. This was more of an intervention than a suggestion.
I did not know when to say when, when it came to my mullet.
Facing reality and taking care of this problem today led me to another example where this concept can get you in trouble.
Having an ongoing dialog with your customers is important, but what you want is their permission to sell to you. Here is one way NOT to go about getting that permission.
Anyway, I walked in to this very "manly man's" salon :) and
proceeded to walk up to the reception desk. She asked who I was there
to see. I told her. But then she said, "Fill this out,"
and handed me a small piece of paper. Not "please," no explanation. She
just said it as if it was part of the process. I have to admit the way
she did it was quite clever...I reached for a pen and started to write.
But looking at the paper I noticed it asked for my name and email
address, and in small type also mentioned something about a $250
lottery.
I said "no thanks".
Here is my point. It is certainly a good idea to have an online
newsletter to create an ongoing dialog with your customers. But just ask
for their permission. Don't trick or bribe me into giving you my contact info unless you
have an offer where I cannot lose.
Maybe they could do this.
Create a simple online reservation system so my lazy American self
can sign up for that haircut without picking up the phone. Then when I
walk in, say, "Hey by the way, we have this new online reservation
system. You might check it out. It just gives you another option to
make your appointments and it will send you appointment reminders via
email."
I think I would say..."uh sure!" that would be great.
Now my second idea would be for newsletter content. What about an
eNewsletter topic showing the latest trends in hair styles ...."mullets
for the proud modern redneck"?
I posted some audio for my old Mississippi friends. Not that
this topic reminded me of you :) But, hey, I think that guy is pretty
smart actually, and I think there is a good chance he rocks a mullet.