Customers, clients, donors...all the people you send communications...are constantly bombarded by messages, advertising and blather. They make decisions on how to allocate their limited (and short) attention spans. This is where value makes a difference.
Send them messages with value and you will command more of their limited time. Send them dumb stuff just to be in their face and they probably think about making you go disappear... for good.
Value varies by recipient. In general, value is found in three areas:
- Information - unique or timely news, announcements, dates, etc.
- Education - details, advice, tools, etc. that make life or work better, easier, etc.
- Entertainment - generate smiles or laughs or stimulate thought in a positive way
Put value in your communications and your recipients will be waiting to get your messages.
