Making Sure Someone Sees It

Republishing from the April 30th, 2018 newsletter.

Two of the other newsletters this week mention a problem that anyone who creates anything runs into: how do you make sure that everyone who should see it actually sees it? Marketing at its best is essentially finding an answer to this. A market for whatever niche content you’re producing exists. Finding the market and delivering the content to it constitutes a very hairy problem.

A poorly timed tweet or Facebook post means it vanishes in a sea of inattention. For example, I posted a link to last week’s newsletter on Facebook and almost nothing came of it. My first tweet about it garnered some interest, but as I remarked:

11am-ish on a Monday seems to be the perfect time to bury a tweet so it doesn’t get seen that well. Let’s see how 4:40 does.

4:40pm did a lot better.

The thing of it is though, that could just be for my followers, yours are different and might LOVE an 11am reminder. Chances are you need to do multiple nudges though due to the way that social media works right now.

This’ll be my sixth newsletter when it’s published. How many of you knew there were 5 others? I’m guessing some, but not all. And I’m also guessing at least one of the others would have been interesting to you (even if this one is not).

This is why despite the annoyances of it email is still very good at getting you a direct line to your tribe (in the Seth Godin sense). It’s one of the last places where we demand that it work as close to our mental model as possible. We don’t want the computer making every decisions about what to surface up at the top or remove from the list. From there, everyone crafts their own workflow for email to make sure they see what they want to.

Strongly linked to this is RSS. An RSS feed makes email marketing easier. This blog has an RSS feed and as of today I’m using mailchimp to send out new post updates over email. This should have been setup forever ago, but everything takes time!

Sign up in the sidebar if you’d like to get future updates! I’ll report back in a few weeks about which method is “working” in terms of making sure people who want to read this are able to read this.