Earn the Inbox with Content

Earn the inbox with content

I was very sad to unsubscribe to an organization that I completely support. And, let me be clear, when I say support, I don’t mean with lip service. I mean as a contributor. One who gives money. And, although I will continue to give money, and although I completely support this organization, they no longer have access to my inbox. I have unsubscribed.

What’s the Objective?

Arguably, my unsubscribing is a blessing to both of us. Perhaps their email strategy is exclusively to raise money. And their needs are immediate. And they have no interest in a long term relationship.  So if I unsubscribe, I’m not bothered with reminders to give (I do) and they don’t sustain the microcost of keeping me on their email list. Win Win.


I don’t see it that way. This organization, a political organization, has a long term interest in me. And they’ve lost this point of contact.

Content is Hard

You know where I’m going. Access to the email inbox is a privilege. And one guaranteed path to earning that privilege is to provide me with useful, current content. It doesn’t’ have to be “Breaking News.”  I welcome insight, opinion, real events, stories. There’s lots out there.

I love you. But all you do is ask me for money. Unsubscribe.

Top 3 Internet Priorities for Small Business

After I got on my soapbox for a minute about how small business should use the Internet more effectively, Patti Mason asked me what are the first three things a small business should manage on the Internet.

I was talking with “Independent Damsel Pro” Patti Mason from Damsel in Defense. Patti was the guest speaker at our Mastermind Business Networking lunch this afternoon. I was already self-conscious about having passionately launched into a monologue on small business and the Internet and was ready to turn over the floor.  But Patti seemed earnest in her question. I sputtered my answer in as close as I could come to a Tweet. 

Listening to Patti Mason at the Mastermind Network Lunch

Here’s a slightly longer version:

Be Informative

You have to have a website with informative content that addresses the needs of your targeted client.  Graphic design is content’s chaperone, making sure it is findable, visible and readable (or heard or seen). But your ongoing energy is in the content you publish.

Be Verifiable

Your digital reputation envelops you. This may be good or bad for society and our remaining privacy.  I don’t know. But right now chances are there is a great deal online about you and your business. Your clients want to know that working with you is a risk-free transaction.  Claim your profiles and manage them. If you have ratings, acknowledge them.

Be Engaged

Business referral is such a significant source of new business. Leverage this power online. Consume and acknowledge the content produced by others. Share what you can of your own. And be authentic.

The best platform in which to be engaged will depend on your business. It may be LinkedIn or Pinterest. It could be Facebook or YouTube. You have to investigate and experiment. Don’t accept anybody’s Top X Social Media list.

What do you think?

So how close to your list is my Top 3 Internet Priorities for Small Business? Let me know.

About Damsel in Defense
Damsel in Defense is about equipping women with the tools to not only keep them safe but also to give them the confidence to know that they have a way out if they ever feel threatened.

Thanks to Robert McCormick for the use of his photos originally posted on Mastermind Business Networking Lake County Facebook page.