Stop informing

Newsletters, updates, press releases, reports - they're all intended to inform the uninformed.

And that's exactly the wrong audience.

We (people here) make choices based on emotions like trust, appetite, excitement, fear of missing out, and aspiration, not based on ROI, impact statistics, year-over-year trends or cost benefit analysis.

It's not that numbers don't matter, but they don't matter first or even the way we think they do.

Instead, it's what we (people here again) feel in our gut when we hit 'Submit Order' or 'Buy Now' or 'Donate Now' - not the analysis, but the hope of how that feels.

So why do we spend so much time 'informing' people about what we do, why we do it, how we do it better than the competition, or what the buyer really gets because we're worth more?

If you want to ask for a sale - ask for a sale by narrating how this sale will feel and what will change or be resolved. If you want a donation - ask for a donation, but don't brag about how worthy your mission is to the needy.

Informing is really more about you and less about them.

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