When you feel ready to share something new with your audience — a product, a feature, a sale — don’t announce the announcement. That means no mass email campaigns that read like this:
“Stay tuned, we’re releasing a new mobile app in just 10 days.”
“Our Kickstarter project launches in one week!”
“Get ready. Three hours until you can get tickets.”
You aren’t building excitement; you’re spamming. And lowering your credibility. Very few companies can share empty bulletins like this without losing subscribers or followers. (Apple and Disney can pull it off. That’s about it.)
Respect your audience’s time, and reach out only when you have something for them to do:
“It’s here! Download our new mobile app for free.”
“Our Kickstarter project is live.”
“Grab tickets right now at this link.”
In other words, if you don’t have an action for your audience besides “wait,” you’re not ready to make an announcement.
Next time you need some sharp words written, send a note. Melissa@MHarris.com.
Just a minute, I will write later with my thoughts about announcements.