By the Ocean
Clear 73 Degrees
5:46 a.m.
I sent my first email newsletter almost 25 years ago. Weekly at first, now every day.
What you realize very quickly is that you’re not writing to a blob of prospects, clients or customers. Those are only the names we use to label things quickly so we can talk about them.
Who I’m writing to is YOU. And you have a name. And you have a history. And you have hopes and dreams and obstacles that are sitting between you and where you want to go.
It’s hard to care about a blob. It’s also hard to write to a blob. A nameless, faceless group of people.
But since I’m writing to YOU, it’s much easier. It’s easy to care about another human. Because we’re all wired to care if we can allow ourselves to remember.
Right now we’re in a spot where people don’t really trust other people. It makes any exchange between buyer and seller quite a bit more challenging. It often takes a lot longer. There are many reasons for this. Some well-deserved. Others completely manufactured.
The one word you can use to describe the general vibe is FEAR. People are scared to MOVE, to DO, to BE.
In business, this makes for a hard road. It is also an enormous opportunity for those who care.
Do you care?
Being able to say YES to this question is far more valuable than knowing how to sell, how to write email copy, how to setup a website.
All of those other things can be learned, can be mastered. Books, courses, trainings, coaching. They can help you with the mechanics. Caring is something different. It is something that only a human heart can provide if it chooses to do that.
I have no idea if most business owners care about their prospects, clients or customers.
I only know what it looks like.
Do YOU want to chat with a bot when you go to a website to get help? No one does. And yet, look around.
What are you showing you CARE about when you set something like that up?
I think we all know. Certainly your prospective buyers do.
Choosing to care doesn’t mean you can’t make a ton of money. It only means you can never forget what that money is about. That money is a form of exchange that represents a human’s trust, hope, desire, dreams and the belief in your promise of pain relieved. It comes to you from another single human being pretty much just like you are. It is an honor and a privilege to receive it.
Should you dare to be “crazy” enough to adopt an approach to business like this one, you will STAND OUT FAR AND ABOVE pretty much anyone else in your marketplace.
But you can’t “scale” caring, right?
Of course you can. You scale caring by using scalable methods to care.
I’m using one right now. Right now, I’m sitting here on Sunday morning, at sunrise, listening to the birds chirp, asking myself how I can help you on your journey in business. What you’re reading is my answer for today. Even the dogs don’t want to be up this early. I DO. Because sending this to you is one of the most important parts of my day.
- You scale caring by demonstrating that you understand.
- You scale caring by showing-up consistently, as promised.
- You scale caring by making promises and keeping them.
- You scale caring by making it clear that you understand what it’s like to be one of the people you can help.
You can even scale caring by selling. Because selling is the solving of a problem for another human being. If you believe that, if you truly feel that, it will come through.
In this day and age, caring is a radical move considering the direction everyone else is moving.
Caring means making business HUMAN. It’s never been anything but human, but it’s easy to forget if you’re not paying attention.