I always get a lump in my stomach when I see the subject line, “Subscriber Removal Request” - it means someone doesn’t want to hear from us anymore. I’m working on my Zen-master-like state of gratitude, trying to wish that person well on their journey, even though that journey will obviously now suck as a result of them not wanting our products or services.
Breathe. 1, 2, 3, 4, 5.
OK, I’m back to Zen.
Why is this subject so emotional for us? I believe it is because we don’t yet appreciate the power of brand focus, brand loyalty, and brand resonance. If we try to please everyone, we end up pleasing no one. In fact, we’ll be boring, commoditized and irrelevant.
So, that’s why I’m working on my mantra, “Thank you for leaving.” And I’m working on saying it with genuine gratitude for the person who left. Because if they left for the right reasons, then it means we did our job. It means we said the right words, set the right prices, and articulated our brand clearly enough that he or she could self-select out. It also means that the list of people who remain is now 0.1% more loyal, 0.1% more focused and 0.1% more like the people we aspire to serve.
We waste our time trying to please those who are on the fence... the ones who are always threatening to defect... the ones who buy on price alone... when we could be going deeper with our Tribe (as Seth Godin calls it.) Find out who already loves your brand and give them more. Then do something provocative that helps a few fence-sitters find their bliss... elsewhere.