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There is an old saying, "Never mix business with pleasure." This is more true than you can possibly imagine. A recent story that I heard from a fellow marketer has convinced me of this more than ever. I'm going to tell you that story and then leave you with a few tips on how to conduct your business in regard to the people you do business with. You might want to take this advice to heart.
I won't mention any names because I don't want to embarrass anybody, but a fellow marketer had written his list telling them that if they were interested in playing an online game of scrabble that he was more than up to it. Well, a few people took him up on his offer. The problems started when he beat this one subscriber at the game. Well, the subscriber proceeded to write the marketer a rather angry email calling him a cheater and a lot of other not so nice names. At this point in time, the subscriber then became an ex subscriber.
Now, I know what you're probably thinking. If this person is so unglued to get upset over an online game of scrabble, then they weren't worth having as a subscriber anyway. Well, that may not be true. See, in the normal course of dealing with this person, on a business level only, it is quite possible that nothing would have been done to set them off. After all, if all you're doing is sending emails with relevant content that helps the person with their business, occasionally sending a sales pitch, there is a very good chance that this person will remain a subscriber and even become a paying customer.
But the reasons for not mixing business and pleasure have less to do with ticking people off and more to do with keeping a professional distance from your subscribers. Once you start becoming "friends" with these people, the relationship changes. They begin to see you more on their level and the level of respect drops. In addition to that, they begin to expect special treatment because they ARE friends. Then, when they don't get it, they become resentful. After all, they were good enough to play games with but not good enough to give a discount on your latest product?
It's a very dangerous line we cross when we mix business with pleasure. So here is my advice. Don't do it. Keep your emails professional at all times. Do not inject personal information into them unless the info directly relates to how you make money or whatever it is your niche is about. Do not give out personal phone numbers or addresses unless it is a business phone and business address. You don't want people calling your home and having your wife and kid answering. This is just not professional.
If you keep that line drawn in the sand, you won't have to worry about people sending you emails calling you a cheater and a whole lot of other ugly names.
To YOUR Success,
Steven Wagenheim