Jeff (Jeff For Local Marketing) argues that marketing emails should be written to add value and function as conversation starters — short, shareable stories that customers can repeat to friends. By giving recipients 'ammunition' (useful anecdotes about services like HVAC maintenance), emails encourage word-of-mouth and referrals rather than aggressive sales pitches.
Take this same mindset of helping and adding value, not of saying, hey, every time they open an email, we're hammering them, trying to get them to buy. I talk in a way when emails. Emails are designed to load your ideal customers lips. So when they're out having coffee with their friends or playing golf or maybe they're playing pickleball, that when they, they have a conversation, they're not just saying, hey, check out the weather. Or, or did you hear about this guy who did this? No. No. Now you're giving them stories that they can have a conversation with and then this is what happens. How did you find out about that? Your friend says, oh, my guy who does X, Y and Z, he shared this with me and here's it. Well, wait a minute, what do they do? How do they send it? Oh, this is my guy who takes care of my heating and air conditioning. Well, you know, I didn't realize I had to have my air conditioning service twice a year. Maybe I should give them a call and next thing you know you have a referral for you. So what you've done is you've given them ammunition.
